PPC (Advanced) Training

Google Ads is changing fast – don’t get left behind. Learn how to use advanced features, automation, and measurement to build high-performing campaigns that stand up to constant change.rate of your website.

A ticket to this course includes:
– One day of training (29 April)
– Two days entry to all the Hero Conf & brightonSEO talks
– Bag of merch
– Video bundle of all conference talks

Why choose this course?

If you want to get more from Google Ads – better performance, clearer insights, and greater confidence in your decisions – this course is designed to take you there.

This highly actionable, one-day workshop goes beyond the basics, guiding you through some of Google Ads’ most powerful and advanced features. You won’t just learn how to build strong campaigns; you’ll learn how to optimise, scale, and future-proof them to drive meaningful results.

Google Ads is one of the fastest-moving advertising platforms in the world, with hundreds of updates rolled out every year. Unless you’re working in it constantly, it’s easy to fall behind. This course helps you catch up (and move ahead) by focusing on what matters right now and what’s coming next.

Before the course, you’ll complete a short survey so the trainer can understand your experience level and what you want to get out of the day. This allows the content to be tailored to the group, ensuring the training is relevant, practical, and immediately useful.

By the end of the day, you’ll leave with:

• Fresh motivation and inspiration to apply what you’ve learned
• Clear, actionable ideas you can implement straight away
• A stronger understanding of advanced Google Ads capabilities
• Greater confidence in optimising campaigns and measuring success

Who should attend this course?

This course is ideal for marketers who already have a solid foundation in PPC and are ready to level up their Google Ads performance.

It’s perfect if:

• You’ve been running PPC campaigns for a couple of years and want to take your skills further
• You’ve worked in paid search before and are looking to refresh and update your knowledge
• You want to better understand automation, AI, and where Google Ads is heading

While the course explores more advanced topics, it’s not designed for long-time PPC veterans who’ve been deep in paid search for many years, it’s about progression, not repetition.

Course Content

The course content is customised to suit each group, but you can expect coverage of the following key areas:

Fundamentals

• Account structures that support performance and scalability
• Conversion actions and bid strategies that drive real results
• Market research approaches and the best third-party tools to support smarter decisions

Getting the best out of Performance Max & Demand Gen

• How to use Google’s newer campaign types effectively
• Where they work best — and where to be cautious

Future of Ads

• AI Max and upcoming innovations in Google Ads
• How to future-proof your site and strategy
• Practical approaches to experimentation
• The evolving role of the PPC specialist in an era of automation and LLMs

Measurement

• Google Ads reporting and dashboarding
• Understanding GA4 and attribution
• Incrementality testing
• Forecasting and basic statistics to support better decision-making

What’s included in your ticket?

Book onto this training course and you will get:

• A full day’s training on your chosen topic on Wednesday 29 April, 2026
• Lunch included on your training day
• Full access to brightonSEO and Hero Conf conferences and all the talks on Thursday 30 April & Friday 1 May
• Bag of merch
• Video bundle to stream all the conference talks post event
• Access to conference networking events and activities