Search is evolving fast—and if you’re managing Google Ads, you’re at the epicenter of these tectonic shifts. Today’s PPC landscape demands smarter strategies and sharper execution. This workshop is built for performance marketers ready to seize new opportunities and take control. Developed by Frederick Vallaeys — former Googler and leading PPC thought leader — this six-part, expert-led program will teach you how to structure campaigns, optimize bidding, craft high-impact creative, harness automation, and measure what truly matters, all with a focus on driving results in an AI-powered world.
🟦 Module 1: The Evolving Search Landscape
How AI and generative tools are reshaping search behavior and SERP structure.
- Rise of generative search tools (ChatGPT, Perplexity, Gemini, etc.)
- Introduction to Google’s AI Overviews (SGE) and impact on SERP visibility
- Shift in consumer behavior: zero-click outcomes, multi-modal research
- Implications for advertisers:
- Declining ad real estate
- Need for presence across upper and mid-funnel
- Adjusting messaging to align with AI-generated answers
🟦 Module 2: Campaign Structure & Bidding
Choosing and optimising campaign types and bidding strategies for maximum control and efficiency.
Section A: Campaign Architecture
- Overview of Search, PMax, Shopping, YouTube, Display
- New feature: AI Max (explain what it is, how it differs from traditional Search)
- Use cases for each type (Lead Gen vs. Ecomm vs. B2B)
Section B: Bidding Strategies
- tCPA, tROAS, Max Conv/Value
- How conversion data quality feeds bidding accuracy
- Role of signals (audience lists, conversions, geo, etc.)
- When to override automation (rules, bid caps, scripts)
🟦 Module 3: Creative & Targeting
Deep Dive into ad copy, assets, and targeting strategies that support precision and relevance.
Section A: Creative Assets
- RSAs and ad copy best practices
- Importance of visual assets: image, video, branding
- Effective use of ad extensions (site links, callouts, structured snippets)
- GenAI use case: persona-based copy writing
Section B: Targeting & Controls
- Match types and query mapping (importance of negatives)
- Audience targeting: in-market, custom, affinity, retargeting
- Geo-targeting and scheduling
- Brand protection in PMax and Search
🟦 Module 4: Automation & Data Signals
Automation options and the importance of sending the right conversion signals.
Section A: Automation Layering
- Light touch on Ad Scripts (reminder: scripting session is separate)
- Automated Rules, Google Ads API, Editor for bulk changes
- Spreadsheets for campaign setup and control
Section B: Conversion Data & Signal Strategy
- Enhanced Conversions for Leads
- Offline Conversion Imports (OCI): GCLID, Gbraid
- Data freshness & granularity: daily imports, values, LTV
- E-commerce: transaction-level data, item metadata
- Lead Gen: pipeline stage mapping
🟦 Module 5A: Feed Optimization for E-commerce
Optimising Shopping/PMax campaigns through better feed hygiene.
- Anatomy of a good feed: title, image, GTIN, description
- Using custom labels for segmentation
- Feed Rules in Merchant Center, supplemental feeds
- Performance Max: why feed quality drives success
- Tools: Google Sheets, Content API, Feedonomics, Optmyzr Feed Tools
🟦 Module 5B: Demand Gen Campaigns for Lead Gen
How Demand Gen campaigns work and how to use them effectively for lead gen goals.
- What Demand Gen is: where it runs (YouTube, Gmail, Discover)
- Audience-first approach: lookalikes, customer match
- Creatives: video, carousels, images, headlines
- Use case: upper-funnel lead generation with lead forms
- Integration with other campaigns and retargeting flows
🟦 Module 6: Measurement, Testing & AI Workflows
Toolkit for ongoing improvement and insight generation.
Section A: Testing & Attribution
- Google Ads Experiments: ad variants, campaign splits
- RSA Testing: how to structure messaging buckets
- Advanced methodologies: lift tests, incrementality, media mix modeling
- Attribution: DDA, last click, position-based
Section B: Reporting & Generative AI
- Looker Studio, GA4, Optmyzr Reports
- Generative AI for:
- Seasonality breakdowns
- Consumer insights & persona-based summaries
- Dashboard narrative building
- Trend detection: what happened, why, what to do next
🟨 Capstone + Q&A
- Audience hot seats or audits
- Wrap-up tips, resources, and post-event materials
