Paid Advertising
Turn £1 into £3. Google Search, Meta, display, and YouTube — how to build paid campaigns that reach the right people, generate profitable conversions, and scale without waste.
How Paid Advertising Works
Paid advertising is not spending money to be seen. It's a system — auctions, algorithms, signals, and intent. Understanding the system changes everything about how you run campaigns.
Google Search Ads
Google Search puts your ad in front of people the moment they search for what you offer. Keywords, match types, Quality Score, bidding, and ad copy — the complete playbook.
Meta Ads in Depth
Meta (Facebook + Instagram) is the world's most sophisticated audience advertising platform. Campaign structure, creative strategy, audience architecture, and the targeting signals that make it work.
Display & YouTube Ads
Google claims the Display Network reaches over 90% of internet users globally (per Google's own marketing materials). YouTube reaches 2.7 billion+ monthly users. Here's how to use visual advertising for awareness, retargeting, and brand building.
Ad Creative & Copywriting
The algorithm finds the audience. Your creative determines what they do. Ad copy frameworks, creative testing, visual principles, and the landing page handoff — writing ads that convert.
Tracking & Attribution
Spent £10,000 on ads and don't know which campaigns generated revenue? Tracking and attribution is the infrastructure that turns ad spend from a cost centre into a measurable investment.
Optimising Paid Campaigns
Launching a campaign is 20% of the work. Optimising it — reading the data, scaling winners, cutting losers, and iterating systematically — is the other 80%.
Campaign Structure & Budgeting
A poorly structured ad account is like a messy kitchen — you can still cook, but it takes twice as long and things go wrong in predictable ways. Account architecture and budget allocation are the unsexy foundations of paid advertising success.
Paid Advertising Strategy
Google Search, Meta, display, YouTube, tracking, creative, optimisation — this module connects every piece into a full-funnel paid advertising strategy that scales profitably.
Certification Quiz
Pass with 80% or higher to earn your certificate