Manage your Google Ads campaigns more independently
This practical two-day course covers Search, Performance Max, bidding strategies and conversion measurement. It provides a method for understanding your account, documenting decisions and choosing what your team can manage or delegate.
In-house marketers, SME leaders and independent professionals who want to take control
At a glance: this training helps you understand a Google Ads account’s structure, check measurement and establish a decision-making routine. It promises neither advertising performance nor full independence in two days.
The financial case for bringing management in-house depends on your current fees, team time, account complexity and the support still needed. No advertising budget automatically makes training cost-effective.
The training is for in-house marketers, SME leaders and independent professionals who want to understand account structure, check measurement and make better-informed decisions.
Prerequisites: an existing Google Ads account or a prepared working example. No advanced technical skills are required, but the training does not guarantee full independence on completion.
Two days, six modules, practical work on your real account
Questions to ask before changing a campaign
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Is the intent clear?
Examine queries, groups and exclusions.
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Is measurement understood?
Check what the tracked conversions represent.
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Is the decision justified?
Connect bids and budgets to account data.
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Is follow-up planned?
Maintain a review routine and decision rules.
Module 1 · Account architecture and Search Ads
SKAG/STAG structure, keyword research, negative keywords, optimised responsive search ads (15 headlines × 4 descriptions), sitelinks, callouts and structured snippets.
Module 2 · Performance Max structure
Structured PMax, asset groups by audience, first-party audience signals, exclusions for weak placements and monitoring Search Term Insights.
Module 3 · Bidding and budgets
Principles of Google Ads bidding strategies, conversion or value goals, budget constraints and interpreting learning periods.
Module 4 · Measurement and enhanced conversions
GA4, GTM, enhanced conversions and the principles of importing offline conversions. Configurations are covered according to the data, consent and access available.
Module 5 · Optimisation routine
Search Terms Report, adding negative keywords, adjusting bids, A/B testing ad copy and refining audiences. No more autopilot.
Module 6 · Reporting and scaling
Kanexio Looker Studio dashboard, indicator selection and decision rules documented using account data.
Which external costs could you realistically bring in-house?
Use your contractual fees and your own assumption about in-house management. No market percentage is pre-filled.
For illustration only, not a profitability forecast. The calculation uses Kanexio’s fee of €1,600 excluding VAT and your inputs. It excludes internal time, tools, coaching and any change in advertising performance.
Format, pricing and deliverables
Format & pricing
- Two days (16 hours), groups of up to six
- In person in Brussels / remotely
- Open course: €1,600 excluding VAT per person
- In-house: €6,800 excluding VAT, fixed fee (3 to 6 people)
- Individual coaching: €280/hour
Deliverables
- 60+ page PDF manual
- Looker Studio templates and optimisation checklists
- 12-month action plan for your account
- Private Slack access for 30 days after training
- Kanexio certificate
Your questions
At what advertising budget does training become cost-effective?▾
There is no universal threshold. Compare the training fee with management costs you can actually avoid, the internal time required and the support that will still be useful. The calculator illustrates this scenario without predicting Ads performance.
Does training guarantee better results than an agency?▾
No. The training aims to build understanding, control and gradual independence. Performance then depends on the market, offering, data, time invested and quality of the decisions made.
Is monthly coaching available after training?▾
Yes, on request at Kanexio’s published rate of €280 excluding VAT per hour. The need and frequency are determined by your account and the areas you still want to delegate.
Complement this with
Official programme sources
- Google Ads: responsive search ads
- Google Ads: Performance Max principles
- Google Ads: enhanced conversions for web
The format, pricing and deliverables shown are Kanexio’s terms. The training guarantees neither full independence, a level of advertising performance nor future savings.
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