Google Ads & Meta Ads Mastery Course

A complete, practical performance-marketing program by Digiwebengineers (digiwebengineers.org)

1. Course Overview

Course name: Google Ads & Meta Ads Mastery: From Zero to Profitable Campaigns

Duration: 10 weeks (about 60 hours of video, live practice and assignments)

Level: Beginner to advanced

Language of delivery: English (with optional Hindi doubt-clearing sessions)

Format: Recorded lessons + weekly live Q&A + real ad-account practice + capstone project

This course teaches students how to plan, launch, optimize and scale paid campaigns on the two biggest advertising platforms: Google Ads (Search, Display, YouTube, Shopping, Performance Max) and Meta Ads (Facebook and Instagram). The focus is on real results: leads, sales, calls and WhatsApp enquiries, with special attention to the Indian market, including NCR and tier-2 and tier-3 cities.

Who is this course for?

• Students and graduates who want a career in digital marketing
• Freelancers who want to offer ad management as a paid service
• Business owners and marketing managers running their own ads
• Agency staff who want to move from basic to advanced skills
• Professionals in local services, education, real estate, healthcare, pharma and e-commerce

Prerequisites

• Basic computer and internet skills
• A Gmail account and a Facebook account
• No prior advertising experience needed

What students will be able to do after the course

• Build a full paid-media strategy from business goals and budget
• Set up and run Google Ads Search, Display, YouTube, Shopping and Performance Max campaigns
• Set up and run Meta Ads campaigns for leads, traffic, sales and WhatsApp messages
• Install and verify tracking (GA4, Google Tag Manager, Meta Pixel, Conversions API)
• Write high-converting ad copy and design creatives that pass platform policies
• Read reports, diagnose problems and optimize for lower cost per lead and higher ROAS
• Manage client accounts, create reports and price their services as freelancers

Tools used

Google Ads, Google Analytics 4, Google Tag Manager, Google Keyword Planner, Looker Studio, Meta Ads Manager, Meta Business Suite, Meta Events Manager, Canva, a landing-page builder (WordPress or Vercel-hosted pages), WhatsApp Business, Google Sheets, and AI tools such as ChatGPT and Claude for copy and research.

---

2. Course Roadmap at a Glance

Week	Focus	Platform
1	Digital advertising foundations, funnel and strategy	Both
2	Tracking, analytics and landing pages	Both
3	Google Ads Search campaigns	Google
4	Google Display, YouTube and Shopping	Google
5	Performance Max, AI features and automation	Google
6	Meta Ads foundations, audiences and objectives	Meta
7	Meta creatives, copy and campaign setup	Meta
8	Meta advanced: retargeting, Advantage+, CAPI, scaling	Meta
9	Optimization, reporting, budgeting and cross-platform strategy	Both
10	Niche playbooks, freelancing and capstone	Both

---

3. Detailed Curriculum

PART A: FOUNDATIONS (Weeks 1–2)

Module 1: Digital Advertising Foundations

Lessons

1. How online advertising works: auctions, bidding, Ad Rank and Quality Score, relevance and the Meta auction (bid, estimated action rate, ad quality)
2. Paid, owned and earned media: where Google Ads and Meta Ads fit
3. The marketing funnel: awareness, consideration, conversion, retention
4. Search intent (Google) vs interruption and discovery (Meta): when to use which
5. Key metrics: impressions, reach, CTR, CPC, CPM, CPL, CPA, ROAS, conversion rate, LTV, CAC
6. Setting realistic goals and budgets for Indian businesses (small, medium, large)
7. Understanding the Indian digital audience: mobile-first behavior, vernacular content, WhatsApp-first communication, UPI and COD buying habits

Assignment: Create a one-page advertising plan for a sample business, including goal, budget, platform choice and expected metrics.

Module 2: Strategy, Research and Offer Building

Lessons

1. Defining the ideal customer profile and buyer personas
2. Competitor research using Google search, Meta Ad Library and Google Ads Transparency Center
3. Building a strong offer: value proposition, USP, pricing, urgency and guarantees
4. Choosing the conversion action: form, call, WhatsApp, purchase, app install
5. Budget planning: daily budget, testing budget, scaling budget
6. Creating a campaign brief and naming convention for accounts

Assignment: Complete a competitor analysis sheet for 5 competitors and write a brief for one campaign.

Module 3: Tracking, Analytics and Landing Pages

Lessons

1. Why tracking decides profitability: attribution basics and conversion windows
2. Google Analytics 4: property setup, events, conversions, audiences
3. Google Tag Manager: containers, tags, triggers, variables, preview and debug mode
4. Google Ads conversion tracking: form submits, phone calls (call extensions and website call tracking), WhatsApp click tracking, purchases
5. Meta Pixel and Conversions API: standard events, custom events, event match quality, Events Manager testing
6. UTM parameters and naming conventions
7. Landing page fundamentals: headline, hero section, trust signals, social proof, speed, mobile layout, form length, click-to-call and WhatsApp buttons
8. Page speed, Core Web Vitals and why they affect cost and conversions
9. Privacy and compliance basics: privacy policy, cookie consent, data handling

Assignment: Install GA4, GTM and Meta Pixel on a practice site and verify three conversion events using debug tools.

---

PART B: GOOGLE ADS (Weeks 3–5)

Module 4: Google Ads Account Setup and Structure

Lessons

1. Account anatomy: manager (MCC) account, account, campaign, ad group, ads, keywords, assets
2. Creating an account correctly: currency, time zone, billing, payment profile and GST details for India
3. Linking GA4, Merchant Center, YouTube and Search Console
4. Campaign types explained: Search, Display, Video, Shopping, Performance Max, Demand Gen, App
5. Best-practice account structure for lead generation and e-commerce
6. Location targeting for India: states, cities, radius, PIN codes, and location options (presence vs interest)
7. Language targeting, including Hindi and regional languages
8. Ad scheduling and device bid adjustments

Assignment: Build the account structure on paper for a local service business and a D2C brand.

Module 5: Search Campaigns Mastery

Lessons

1. Keyword research with Keyword Planner and search-term analysis
2. Match types: broad, phrase, exact, and how they behave today
3. Negative keywords: building master lists and campaign-level negatives
4. Single-theme ad groups and keyword grouping logic
5. Writing Responsive Search Ads: headlines, descriptions, pinning, ad strength vs actual performance
6. Ad assets: sitelinks, callouts, structured snippets, call, location, price, image and lead form assets
7. Bidding strategies: Manual CPC, Maximize Clicks, Maximize Conversions, Target CPA, Target ROAS, and when to switch
8. Quality Score: expected CTR, ad relevance, landing page experience
9. Call-focused campaigns for local services (including service and repair businesses)
10. Search campaigns for Hindi and Hinglish keywords
11. Brand vs non-brand campaigns and competitor campaigns

Assignment: Launch a Search campaign (with a small budget) with at least 3 ad groups, 15 headlines, and a negative keyword list.

Module 6: Display, YouTube and Demand Gen

Lessons

1. Display campaign types and targeting: audiences, placements, topics, keywords, custom segments
2. Responsive Display Ads: image sizes, logos, headline and description writing
3. Remarketing: website visitors, YouTube viewers, customer lists
4. Using display for awareness and retargeting funnels
5. YouTube Ads formats: skippable in-stream, in-feed, Shorts, bumper
6. Writing a YouTube ad script: hook in the first 5 seconds, problem, solution, call to action
7. Demand Gen campaigns: creatives, audiences and lookalike signals
8. Brand safety, exclusions and placement reports

Assignment: Create a remarketing audience and build a display retargeting campaign with 3 creative variations.

Module 7: Shopping and E-commerce Ads

Lessons

1. Google Merchant Center setup and product feed requirements
2. Feed optimization: titles, descriptions, GTINs, categories, images
3. Fixing disapprovals and feed errors
4. Standard Shopping vs Performance Max for retail
5. ROAS targets, margins and break-even calculation
6. Free listings and Merchant Center promotions

Assignment: Prepare and optimize a 20-product feed and calculate break-even ROAS.

Module 8: Performance Max (PMax) and AI-Powered Campaigns

Lessons

1. What Performance Max is and how it uses Google’s AI across Search, YouTube, Display, Discover, Gmail and Maps
2. Asset groups: headlines, descriptions, images, videos, logos, audience signals
3. Audience signals vs targeting: how to guide the algorithm
4. Final URL expansion, brand exclusions and negative keyword options
5. PMax for lead generation vs PMax for e-commerce
6. PMax for local and regional targeting (for example NCR and tier-2 cities)
7. Feeding the algorithm: conversion quality, offline conversion import, value-based bidding
8. Reading PMax insights: asset ratings, search categories, channel and placement reports
9. When PMax underperforms: common mistakes and fixes
10. Combining PMax with Search campaigns without cannibalization
11. Using AI tools to generate asset variations and test faster

Assignment: Build a PMax campaign with two asset groups and write a short audience-signal strategy.

---

PART C: META ADS (Weeks 6–8)

Module 9: Meta Ads Foundations

Lessons

1. The Meta ecosystem: Facebook, Instagram, Messenger, WhatsApp, Audience Network
2. Setting up Business Manager (Business Suite), ad account, Page, Instagram account and payment method
3. Account health: business verification, domain verification, ad account quality and avoiding restrictions
4. Campaign structure: campaign (objective), ad set (audience, budget, placement), ad (creative)
5. Campaign objectives today: Awareness, Traffic, Engagement, Leads, App Promotion, Sales
6. Conversion locations: website, Instant Forms, Messenger, WhatsApp, calls, app
7. Budget types: daily vs lifetime, Campaign Budget vs ad set budget
8. Learning phase, delivery and why ads get stuck
9. Placements: Advantage+ placements vs manual placements

Assignment: Set up a complete Business Manager, Page and ad account structure for a practice business.

Module 10: Audiences and Targeting

Lessons

1. Core audiences: location, age, gender, interests, behaviors
2. Broad targeting and Advantage+ audience: when and why it works
3. Custom audiences: website visitors, video viewers, Instagram and Facebook engagers, lead form openers, customer lists
4. Lookalike audiences: source quality, percentage sizes, value-based lookalikes
5. Geo-targeting in India: city, PIN code and radius targeting for local businesses
6. Targeting restrictions for special categories (housing, credit, employment) and how they affect setup
7. Audience overlap, exclusions and funnel segmentation

Assignment: Create 5 custom audiences and 2 lookalike audiences, and document their purpose in a funnel.

Module 11: Creatives, Copywriting and Landing Experience

Lessons

1. Why creative is the biggest lever on Meta
2. Ad formats: single image, carousel, video, Reels, Stories, collection, catalog
3. Hooks and the first 3 seconds of video
4. Creative frameworks: Problem-Agitate-Solution, Before-After-Bridge, testimonials, UGC, offer-led ads
5. Writing primary text, headlines and descriptions that fit mobile screens
6. Creating ads in Canva: sizes (1:1, 4:5, 9:16), safe zones, text-to-image balance, brand consistency
7. Using AI for scripts, variations and image ideas, and keeping outputs policy-safe
8. Hindi and Hinglish ad copy that feels natural, not translated
9. Ad creative testing system: one variable at a time, naming and documenting tests
10. Creative fatigue: how to detect and refresh

Assignment: Produce 3 image creatives, 1 short video concept and 5 copy variations for one offer.

Module 12: Lead Generation, WhatsApp and Sales Campaigns on Meta

Lessons

1. Instant Forms vs landing page leads: quality vs volume trade-offs
2. Higher-intent forms, custom questions, and conditional logic
3. Click-to-WhatsApp ads: setup, welcome messages, quick replies, and conversation handling
4. Connecting leads to CRM and Google Sheets, and automating follow-up
5. Lead quality improvement: filtering questions, optimizing for conversions instead of just leads
6. Meta Sales campaigns: catalog, Advantage+ shopping, and dynamic product ads
7. Retargeting funnels: view content, add to cart, initiate checkout, purchasers
8. Meta Pixel and Conversions API troubleshooting

Assignment: Launch a Click-to-WhatsApp or Lead campaign and set up a basic follow-up workflow.

Module 13: Advanced Meta Optimization and Scaling

Lessons

1. Reading Ads Manager: breakdowns by age, placement, device, region and time
2. Key diagnostics: CTR, CPM, frequency, hook rate, hold rate, conversion rate
3. Rules for pausing, scaling and duplicating ads
4. Vertical scaling vs horizontal scaling
5. Advantage+ campaigns and automation tools
6. Dealing with ad account bans, rejected ads and policy appeals
7. Attribution settings and understanding reporting differences

Assignment: Analyze a sample Ads Manager export and write an optimization action plan.

---

PART D: OPTIMIZATION, STRATEGY AND CAREER (Weeks 9–10)

Module 14: Optimization, Reporting and Troubleshooting

Lessons

1. A weekly optimization routine for Google Ads and Meta Ads
2. Search term, placement and audience analysis
3. Diagnosing common problems: low impressions, low CTR, high CPC, no conversions, low lead quality
4. A/B testing for ads, landing pages and offers
5. Budget pacing and reallocating spend between campaigns
6. Fraud and invalid clicks, spam leads and how to reduce them
7. Building dashboards in Looker Studio and Google Sheets
8. Client-ready reporting: what to include and how to explain results simply

Assignment: Build a live Looker Studio dashboard from a sample or real account.

Module 15: Cross-Platform Strategy

Lessons

1. How Google and Meta work together in a funnel: Meta creates demand, Google captures demand
2. Sample funnels for lead generation, e-commerce, local services and education businesses
3. Allocating budget between platforms based on goals and results
4. Using remarketing across both platforms
5. Measuring blended results: MER, blended CAC and cohort quality
6. Combining ads with SEO, email and WhatsApp marketing

Assignment: Create a 90-day cross-platform media plan for a business with a monthly budget of ₹50,000.

Module 16: Policies, Compliance and Regulated Industries

Lessons

1. Google Ads and Meta advertising policies: prohibited, restricted and limited-ad categories
2. Misleading claims, before-and-after content, personal attributes and sensitive-category rules
3. Healthcare and pharma advertising: what is allowed, what needs certification, prescription medicine rules, and Google healthcare and medicines policy
4. Education, finance, real estate and local-services advertising considerations in India
5. Writing compliant ad copy and landing pages
6. How to handle disapprovals, suspensions and appeals

Assignment: Review five sample ads and landing pages, flag policy risks and rewrite them to be compliant.

Module 17: Freelancing and Agency Skills

Lessons

1. Choosing a niche and positioning yourself as a specialist
2. Packaging and pricing services: fixed fees, percentage of spend, performance-based
3. Finding clients: LinkedIn, local outreach, referrals, freelance platforms and WhatsApp prospecting
4. Running audits and discovery calls
5. Proposals, contracts, scope of work and invoicing in India (including GST basics)
6. Onboarding clients and getting account access safely
7. Retaining clients with reporting and communication routines
8. Building a portfolio and case studies
9. Scaling from freelancer to small agency

Assignment: Create a service price sheet, a proposal template and a case-study outline.

---

4. Niche Playbooks (Bonus Section)

Each playbook includes campaign structure, sample keywords or audiences, sample ad copy, landing page layout and benchmark metrics.

1. Local services (repair, home services, salons, clinics): call-focused Search + Meta lead ads
2. Education and training institutes: Search + Meta lead generation with webinar and demo funnels
3. Real estate: Search, PMax and Meta lead forms with site-visit offers
4. E-commerce and D2C: Shopping, PMax, Meta Advantage+ and retargeting
5. B2B and industrial: Search + LinkedIn-style audiences on Meta + WhatsApp lead capture
6. Healthcare and pharma-related businesses: compliance-first campaigns, informational content, clinic and pharmacy locality targeting, and policy-safe messaging
7. Restaurants and events: local reach, offers and Reels

---

5. Live Practice and Projects

• Practice budget challenge: Each student runs a small live campaign (₹3,000–₹5,000 per platform) or a simulated campaign using provided data.
• Mid-course project: Complete Google Search campaign with tracking and reporting.
• Final capstone: A full cross-platform campaign for a real or sample business, including strategy, tracking setup, creatives, campaign structure, optimization log and a final report with recommendations.

Capstone evaluation criteria

Area	Weight
Strategy and research	15%
Tracking setup	15%
Campaign structure and targeting	20%
Ad copy and creatives	20%
Optimization and analysis	20%
Presentation and reporting	10%

---

6. Assessment and Certification

• Quiz at the end of each module (passing score 70%)
• 8 practical assignments reviewed by instructors
• Mid-course project and final capstone
• Certificate of Completion from Digiwebengineers on achieving 70% overall
• Guidance for preparing for Google Ads Search, Display and Measurement certifications and Meta Certified Digital Marketing Associate exams

---

7. Resources Included for Students

• Ad copy swipe file (English and Hindi)
• Negative keyword master lists by industry
• Campaign planning and budget calculator sheets
• Audit checklists for Google Ads and Meta Ads
• Tracking setup checklist (GA4, GTM, Meta Pixel, CAPI)
• Landing page templates for lead generation and WhatsApp leads
• Canva creative templates for ads
• Looker Studio dashboard templates
• Proposal, contract and invoice templates
• Private community or WhatsApp group for doubts and job and freelance leads

---

8. Suggested Weekly Schedule

Day	Activity
Mon–Wed	Recorded lessons (3–4 hours per week of video)
Thu	Assignment submission
Fri	Live doubt-clearing session (1.5 hours)
Sat	Practical workshop on live accounts
Sun	Revision and quiz

---

9. Learning Outcomes and Career Paths

After completing the course, students can pursue roles such as:

• Performance Marketing Executive or Specialist
• Google Ads Specialist
• Meta Ads / Social Media Ads Specialist
• PPC Analyst
• Digital Marketing Manager
• Freelance Ads Consultant
• Agency owner or in-house marketer for their own business

---

10. Course Promotion Copy for digiwebengineers.org

Headline: Learn Google Ads & Meta Ads and Run Profitable Campaigns in 10 Weeks

Sub-headline: Practical training with live campaigns, real tracking setups and a certificate you can show to employers and clients.

Key benefits

• 17 modules covering Google Ads and Meta Ads end to end
• Hands-on practice with real ad accounts
• Performance Max, Search, Display, YouTube, Shopping, Meta Lead and WhatsApp campaigns
• Tracking, analytics and reporting included
• Freelancing and agency business training
• Lifetime access to recorded content and templates