📈 Google Ads & Meta Ads
Google Ads & Meta Ads — 2-Month Performance Marketing Course
Learn how to plan, launch, manage and optimize paid advertising campaigns across Google Ads and Meta Ads. From keyword research and campaign setup to audience targeting, creative testing, conversion tracking, remarketing, budget optimization and performance reporting — this course focuses on real campaign execution rather than only theory.
This is a 2-month, hands-on Performance Marketing course at Skill Training Institute (STI), Alpha-1, Greater Noida. It covers Google Ads (Search, Display, Shopping, YouTube, Performance Max) and Meta Ads (Facebook & Instagram), with live campaign execution, conversion tracking via GA4/GTM/Meta Pixel, AI tools for advertising, and career support for jobs, freelancing and agency roles.
🎯Course Overview
Search Ads · Display Ads · Shopping Ads · YouTube Ads · Meta Ads · Retargeting · Analytics · Optimization — a complete, hands-on performance marketing programme built around real campaign execution.
⚖️Google Ads vs Meta Ads — Key Differences
Both platforms are taught in this course because they solve different problems. Google Ads mainly captures existing demand from people already searching; Meta Ads mainly creates new demand by reaching people based on interests and behaviour.
| Aspect | Google Ads | Meta Ads |
|---|---|---|
| Primary intent | Captures existing search intent/demand | Creates new demand via interest & behaviour targeting |
| Best for | High-intent leads, e-commerce shopping, local search | Brand awareness, visual storytelling, lookalike audiences |
| Ad formats | Search, Display, Shopping, YouTube, Performance Max | Feed, Reels, Stories, Carousel, Video |
| Targeting basis | Keywords, search intent, in-market/affinity audiences | Interests, behaviours, demographics, custom & lookalike audiences |
| Typical funnel stage | Middle-to-bottom funnel (intent-driven) | Top-to-middle funnel (discovery-driven) |
| Core tracking | GA4, Google Tag Manager | Meta Pixel, Events Manager |
📊Course at a Glance
| Duration | 2 Months |
|---|---|
| Platforms | Google Ads + Meta Ads |
| Training | Practical + Hands-on |
| Campaign Types | Search · Display · Shopping · YouTube · Meta |
| Tracking | GA4 · GTM · Meta Pixel |
| Projects | 6+ Live/Practical Projects |
| Ad Creatives | Static · Carousel · Video · Reels |
| Analytics | Campaign + Conversion Analytics |
| Optimization | CPC · CTR · CPL · CPA · ROAS |
| Career | Job + Freelancing + Agency |
M1Month 1 — Google Ads Mastery
15 modules covering account setup, keyword research, Search/Display/Shopping/PMax/YouTube Ads, bidding, quality score, conversion tracking, GTM, GA4 and remarketing.
Paid Advertising Fundamentals
PPC ecosystem, Google Ads vs Meta Ads, paid vs organic, customer journey, funnel, campaign objectives, key metrics (impressions, CTR, CPC, CPM, CPA, CPL, conversion rate, ROAS, ROI).
Google Ads Account Setup
Account creation, billing setup, account structure, business information, conversion goals, user access, campaign organization.
Keyword Research for Google Ads
Search intent, commercial/transactional/long-tail keywords, Keyword Planner, search volume, competition, forecasting, negative keywords.
Google Search Ads
Campaign & ad group structure, Responsive Search Ads, headlines, descriptions, assets, sitelinks, callouts, structured snippets, call assets.
Search Ads Targeting
Location, language, audience signals, device targeting, ad scheduling, geographic bid strategy, demographic targeting, search themes.
Google Ads Bidding & Budget
Daily & campaign budgets, manual bidding, Maximize Clicks/Conversions, Target CPA, Target ROAS, impression share, budget allocation.
Google Ads Quality Score
Expected CTR, ad relevance, landing page experience, keyword-to-ad-group structure, CTR & landing page optimization.
Conversion Tracking
Lead tracking, form submissions, phone calls, WhatsApp conversions, purchase tracking, Google Ads conversion setup, GA4 integration.
Google Tag Manager
Containers, tags, triggers, variables, Google Ads conversion tag, GA4 event tracking, debugging, preview mode.
Google Analytics 4 for Ads
GA4 setup, events & key events, traffic/user acquisition, campaign performance, conversion paths, attribution, audience creation.
Google Display Ads
Display Network, Responsive Display Ads, custom segments, in-market audiences, placements, remarketing, display creatives.
Google Shopping Ads
Merchant Center fundamentals, product feed, titles, descriptions, images, categories, shopping campaign setup, performance analysis.
Performance Max
PMax setup, asset groups, audience signals, creative assets, conversion goals, budget, performance analysis, optimization.
YouTube Ads
Video advertising ecosystem, skippable/non-skippable/bumper/Shorts ads, audience targeting, video creative strategy, measurement.
Google Remarketing
Website visitor & customer-list audiences, YouTube audiences, display/search remarketing, dynamic remarketing, retargeting funnel.
M2Month 2 — Meta Ads Mastery
15 modules covering Meta Ads Manager, audiences, lead generation, sales campaigns, creative strategy, Pixel tracking, retargeting, optimization, A/B testing and full-funnel advertising.
Meta Ads Ecosystem
Facebook & Instagram Ads, Meta Business Suite, Business Portfolio, Ads Manager, ad account, Facebook Page, Instagram integration, billing.
Meta Ads Manager
Campaign / Ad Set / Ad structure, campaign objectives, budget, placements, optimization events, reporting.
Meta Audience Research
Customer personas, demographics, interests, behaviours, location, age & gender, broad targeting, audience testing.
Meta Custom Audiences
Website visitors, customer lists, video viewers, Instagram/Facebook engagement, lead form audiences, app activity, strategy.
Lookalike Audiences
Source audience selection, audience quality, percentage selection, testing multiple lookalikes, prospecting, optimization.
Meta Lead Generation Ads
Lead campaign setup, Instant Forms, website lead generation, lead quality, form questions, CRM integration, follow-up.
Meta Sales & Conversion Campaigns
Website conversions, product campaigns, e-commerce advertising, purchase optimization, conversion events, catalog campaigns, ROAS.
Meta Creative Strategy
Static, carousel, video, Reels & Stories ads, UGC creatives, ad hooks, headlines, primary text, CTA strategy.
Meta Pixel & Tracking
Pixel installation, standard & custom events, conversion tracking, event testing, data quality.
Meta Retargeting
Website & engagement retargeting, video-view retargeting, lead retargeting, add-to-cart audiences, purchase exclusions, sequential messaging.
Meta Ads Optimization
CTR/CPC/CPL/CPA optimization, frequency, creative & audience fatigue, budget optimization, scaling campaigns.
A/B Testing
Creative, audience, copy, landing page, CTA, campaign and budget testing, performance comparison.
Full-Funnel Paid Advertising
TOFU awareness, MOFU engagement & leads, BOFU conversion & remarketing — cold to hot audience to conversion to retention.
Campaign Reporting & Analytics
Google Ads & Meta Ads reporting, GA4 reporting, dashboards, KPI/budget/lead/revenue reporting, ROAS analysis, client reporting.
Performance Marketing Capstone
Complete Google Ads + Meta Ads campaign for a real/simulated business — research to final performance report.
🔻Full-Funnel Paid Advertising (Module 28)
- Awareness
- Video views
- Reach
- Engagement
- Traffic
- Lead generation
- Conversion
- Sales
- Remarketing
Complete Google Ads + Meta Ads Campaign: students build a full paid marketing strategy for a real/simulated business.
🔥Practical Projects
Google Search Ads
Create a complete lead-generation campaign for a local business.
Google Display Remarketing
Build a remarketing funnel targeting previous website visitors.
Google Shopping
Create a product advertising strategy for an e-commerce business.
YouTube Ads
Create and structure a YouTube video advertising campaign.
Meta Lead Generation
Generate leads using Facebook + Instagram Ads.
Meta Retargeting
Build a complete retargeting campaign for website and social media visitors.
E-Commerce Performance Campaign
Create a Google + Meta campaign designed around purchases and ROAS.
360° Performance Marketing Campaign
Plan, launch and analyse a complete campaign across Google Search + Display + YouTube + Meta Ads + Remarketing + Analytics.
🧠AI Tools for Paid Advertising
Students will also learn how AI can improve campaign planning and optimization.
AI Strategy & Research
AI Ad Copy
AI Creative
AI Video Ads
AI Automation
AI Ad Optimization
📊Metrics You Will Master
Google Ads
Meta Ads
Business Metrics
🛠️Tools & Platforms
Advertising
Tracking
Reporting
Research
Creative
AI
🎓Career Outcomes
After completing this course, students can target:
💼What Students Will Have by the End
2 Months of Practical Training — from Beginner → Paid Ads Specialist → Performance Marketer.
- Google Ads Campaign Experience
- Meta Ads Campaign Experience
- Search Ads
- Display Ads
- Shopping Ads
- YouTube Ads
- Lead Generation Campaigns
- Retargeting Campaigns
- Conversion Tracking
- Analytics & Reporting
- Ad Creative Portfolio
- Campaign Case Studies
- Performance Dashboard
- Optimization Experience
- Final Capstone Project
Duration: 2 Months — Practical Training + Live Campaigns + AI Tools + Career Support (Job + Freelancing + Agency).
❓Frequently Asked Questions
What is covered in the Google Ads & Meta Ads course?
The course covers Google Ads (Search, Display, Shopping, YouTube and Performance Max) in Month 1, and Meta Ads (Facebook & Instagram — audiences, lead generation, retargeting, creative strategy) in Month 2, plus conversion tracking with GA4, Google Tag Manager and Meta Pixel, campaign analytics/reporting, and AI tools for advertising.
How long is the course and how is it taught?
It is a 2-month practical course focused on hands-on, live-campaign execution rather than only theory, delivered at Skill Training Institute, Alpha-1, Greater Noida.
Is this course suitable for beginners?
Yes. The course is structured for Beginner to Advanced learners and builds up from paid advertising fundamentals to advanced Google Ads and Meta Ads strategy.
Which tools and platforms will I learn?
Google Ads, Meta Ads Manager, Google Analytics 4 (GA4), Google Tag Manager (GTM), Meta Pixel, Google Merchant Center, plus AI tools used for ad copy, creatives, video ads and campaign optimization.
Will I get hands-on or live campaign experience?
Yes. The course includes 6+ live/practical projects such as Google Search, Display, Shopping/PMax and YouTube campaigns, Meta lead-generation and retargeting campaigns, and a full-funnel capstone campaign for a real or simulated business.
What career roles can I apply for after this course?
Graduates can target roles such as Google Ads Executive/Specialist, PPC Executive/Specialist, Performance Marketing Executive/Specialist, Meta Ads Specialist, Paid Media/Paid Social Specialist, Media Buyer, SEM Specialist, and freelance or agency-side performance marketing roles.
How do I get more details or enroll?
You can book a free demo class, message on WhatsApp, or call +91 97738 54034 to speak with a counsellor about the syllabus, batch timings and fees.
Ready to become a Performance Marketer?
Book a free demo or talk to our counsellor — we'll walk you through the syllabus and batch timings.