Course curriculum

  • 1

    Welcome

    • Introduction: Google Search Ads

    • Deals

  • 2

    Your First Project

    • Project: Getting Started

    • Resource: Glossary of Marketing Terms

  • 3

    Value Props

    • Project: Value Props

    • Template: Value Props

    • Feedback: Value Props

  • 4

    Acquisition

    • Introduction: Acquisition

    • Retargeting

    • Direct Audiences and Lookalikes

    • Attribution

    • UTM Tags

    • Suppressing Ad Channel Spend

    • Avoiding Ad Metric Confusion

    • Feedback: Acquisition

  • 5

    Conversion Tracking

    • Introduction: Conversion Tracking

    • Conversion Tracking Tools

    • Overview of Projects

    • Project: Conversion Events

    • Project: Configure GA and Ad Channels

    • Mobile Apps

    • Project: Mobile App

    • Project: Shopify

    • Project: Delegate to engineering

    • Project: Install Hotjar

    • Project: Verify pixels

    • Project: Install Google Analytics

    • Bonus Project: Analytics Events

    • Feedback: Conversion Tracking

  • 6

    Conversion Tracking – Additional Resources

    • Questions to Ask When Verifying Ad Channel Setup

    • FAQ: Mobile App Tracking

    • Example: Conversion Event Mappings

    • Example: Analytics Events

    • Template: Conversion Event Mappings

    • Template: UTM Tracking

    • Template: AppsFlyer Code

    • FAQ: Conversion Tracking

    • External Resources

  • 7

    Conversion Tracking – Advanced

    • Installation – Manual, GTM, or Segment

    • Google Tag Manager (GTM)

    • Video: GTM Tracking

    • Project: GTM

    • Template: GTM Engineering Tracking Doc

    • Segment

    • Project: Segment

    • Configuring Destinations on Segment

  • 8

    Google Ads (AdWords)

    • Introduction: Google Ads

    • Introduction: Search Ads

    • Project: Search Ads

    • Keywords

    • Project: Keywords

    • Quality Score, Bids, and Bid Strategies

    • Search Ads Copy

    • Project: Ad Extensions

    • Project: UTM Tags

    • Project: Search Ads Copy

    • Google Ads Targeting and Structure

    • Project: Targeting and Structuring

    • Google Ads Audiences

    • Project: Audiences

    • Project: Prepare to Optimize Google Ads

    • Project: Optimize Google Ads

    • Feedback: Google Ads

  • 9

    Google Ads – Additional Resources

    • Search Ads URL Encoding

    • Search Ads Advanced Campaign Structure Examples

    • FAQ: Search Ads

    • Google Ads Account Access

  • 10

    Ad Optimization

    • Project: How to Read Ad Results and Optimize Ads

    • Before You Begin Optimization

    • Feedback: Ad Optimization

  • 11

    Final Project

    • Final Project: Google Search Ads

    • Feedback: Post-Course

  • 12

    Next Steps

    • Keep Growing With Demand Curve

What's included?

You're not only paying for curriculum — you're paying for proven growth playbooks plus direct access to our expert team.

  • Access your Mini Course for 1 year.

  • Access our growth instructors for 1 month.

  • No fluff. Concise, tactical insights you can apply immediately.

  • Get expert feedback to ensure you properly implement our insights.

Ready to learn from the industry's best?

We've run Google Ads for dozens of companies like Framer, Envoy, Sentry, and Perfect Keto. Learn how we made them millions.