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Paid Social and Search Ads

Most Malaysian businesses run Meta and Google separately, often through different people, and never answer the only question that matters: given one budget, where should the next thousand ringgit go? Answering it needs both channels understood well enough to compare, tracking good enough to trust, and a weekly routine for moving money. Two days building all three, working in live accounts rather than on slides.

Programme Agenda

Demand Capture and Demand Creation

Search captures existing intent; social creates it. Why the two need different creative, different measurement windows and different expectations, and how the split should change with your product and buying cycle.

Planning a Budget Across Channels

Working backwards from a revenue target through conversion rate and average order value to a workable cost per acquisition. Splitting an initial budget, and the test budget you should be willing to lose.

Google Campaign Structure

Search campaign architecture, match types, negative keyword lists, ad group tightness and quality score. Where Performance Max helps and where it removes control you needed.

Meta Campaign Structure

Objectives, audience setup and the honest position on how much manual targeting still adds. Broad targeting with strong creative, and the learning phase that punishes constant editing.

Conversion Tracking

Getting the measurement right before spending, because everything after depends on it. Server-side and browser-based tracking, consent, attribution windows, and reconciling platform-reported conversions with what your own system recorded.

Creative Testing

Structured testing rather than guessing: what to vary, how many variants, how long to run, and reading a result that is not statistically clean. Creative refresh cadence and fatigue signals.

Bidding and Budget Mechanics

Bid strategies, what an algorithm optimises toward and what it ignores, budget pacing, and the changes that reset learning. Scaling a campaign that works without breaking it.

The Weekly Routine

A fixed review: which metrics to look at, what constitutes a signal rather than noise, when to reallocate between channels, and when to leave something alone. Participants build the routine and run it on a live account.

Learning Outcomes:
Split a budget between demand capture and demand creation deliberately
Work backwards from a revenue target to a workable cost per acquisition
Structure Google search campaigns with proper match types and negatives
Structure Meta campaigns without over-fragmenting audiences
Set up conversion tracking you can trust and reconcile against your own data
Run structured creative tests and read imperfect results
Choose bid strategies and scale without resetting learning
Run a weekly optimisation routine that reallocates on evidence

Duration: 2 Days (16 Hours)
Training Hours: 9:00 AM to 5:00 PM
Level: All levels
Training Mode: Physical, Online, or Hybrid
HRD Corp SBL-KHAS Claimable
Certificate of Completion included

Related programmes:
Meta Ads: Facebook and Instagram Advertising (one day on Meta alone, if you do not run Google Ads)
Google Ads and Search Engine Marketing (one day on Google alone, if you do not run paid social)

Frequently Asked Questions

Marketing managers, ecommerce and performance marketers, business owners running their own ads, and agency account staff. Participants who already run one channel and want to add the other are the most common profile.

Those go deep on a single platform and suit someone who will only ever run that one. This programme covers both and adds what neither can: comparing performance across channels and moving budget between them. If you only run Meta, take the Meta day.

Bringing your own account is strongly preferred and makes the tracking and weekly routine modules directly useful. Demonstration accounts are available for those who cannot.

No. Exercises can be built and reviewed without publishing. Participants who do want to run a live test typically spend a small amount over the two days.

Yes, this programme is HRD Corp SBL-KHAS claimable. Our team can assist your HR department with the documentation required for the grant application.

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.

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.

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