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Google Ads and Search Engine Marketing (SEM)

This programme teaches you how to set up and manage Google Ads campaigns that bring in qualified traffic and measurable results. You will learn keyword strategy, ad writing, bidding, and how to track conversions, all through hands-on practice in a real Google Ads account.

Modules

How Google Ads Works
The Google Ads auction, Quality Score, Ad Rank, and why the highest bid does not always win. Understanding search intent and where paid search fits in your marketing.

Account Structure and Campaign Setup
Account, campaign, ad group, and ad hierarchy. How to structure campaigns by product, service, or audience for maximum control.

Keyword Research and Match Types
Finding the right keywords using Google Keyword Planner. Broad, phrase, exact, and negative match types and how each affects reach and cost.

Writing Responsive Search Ads
Headlines, descriptions, and display URLs that earn clicks. How Google assembles responsive ads and how to give it the best assets to work with.

Ad Extensions
Sitelinks, callouts, structured snippets, call extensions, and location extensions. How to make your ads take up more space and drive more relevant clicks.

Bidding Strategies
Manual CPC, Target CPA, Target ROAS, and Maximise Conversions. When to use each and how to transition from manual to automated bidding.

Conversion Tracking Setup
Installing the Google Ads conversion tag, setting up goal tracking for form submissions, calls, and purchases, and verifying that data is recording correctly.

Reporting and Campaign Optimisation
Reading the key metrics: impressions, clicks, CTR, CPC, Quality Score, conversion rate, and ROAS. Identifying what to pause, scale, or adjust.

Final Activity

Campaign Audit or Build. Participants either build a new search campaign from scratch or audit an existing account and produce a prioritised action list to improve performance.

Key Outcomes:
Set up a Google Ads account and campaign structure correctly
Research and select keywords with the right intent and match types
Write responsive search ads that earn high click-through rates
Set up conversion tracking to measure real business outcomes
Choose the right bidding strategy for your campaign goal
Analyse campaign data and make optimisation decisions with confidence

Fee: RM 1,750 per participant
Minimum enrolment: 1 participant
Duration: 1 Day
Level: Beginner to Intermediate
HRD Corp Claimable
Certificate included

Frequently Asked Questions

RM 1,750 per participant.

It helps but is not required. We can set one up during the session.

Not required. Campaign setup and optimisation can be practised without live spend.

Yes. SEO is organic search. This programme covers paid search (SEM/PPC) using Google Ads.

Yes, this programme is HRD Corp claimable.

Yes. In-house group sessions are available and can be tailored to your business sector.

Yes, a Certificate of Completion is provided.

In-person, in-house, or online. We adapt based on your team's location and preference.

Yes. Any programme can be booked as a team day. Everyone works the same brief together, so your people come away having built something and knowing each other better.

If you are claiming under HRD Corp, the session has to fall at least 14 days after your HRD Corp approval. If you are not claiming, the date is flexible and we work around your calendar.

At your own office or venue, online, or at our training space in Cyberjaya. It can also be delivered entirely through our LMS as self-paced e-learning.

Put them on the self-paced e-learning instead. Your team works through the modules on our LMS in their own time, sits the assessment, and earns the same certificate, so nobody has to clear a full day together.