Paid advertising and acquisition

Google Ads and Meta Ads: running profitable campaigns

Structure, launch and optimise your ad campaigns on top of reliable conversion tracking.

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Level
Intermediate
Indicative duration
21 h
Format
Online · On-site
Language
French
Price
On quotation

Learning objectives

  • Set up reliable conversion tracking for Google Ads and Meta, with Consent Mode and UTMs.
  • Structure Search, Performance Max and Meta campaigns according to goals.
  • Define relevant audiences and targeting without over-segmenting.
  • Design consistent ads and landing pages.
  • Analyse results, adjust bids and budgets, and report clearly.

By the end of this course, you will be able to structure a Google Ads account and a Meta ad account, launch campaigns aligned with your business goals, measure conversions correctly and make optimisation decisions based on data.

The course starts with what many advertisers neglect: measurement. Without conversion tracking, properly configured Consent Mode and consistent UTM conventions, bidding algorithms optimise in the dark. We then move on to campaign structure, targeting, ad creatives and landing pages.

You also learn to set a sensible test budget, read results with caution (sufficient volume, conversion lag, attribution) and tell campaign problems apart from offer or website problems. Practical issues faced by advertisers in Tunisia (paying for ad accounts, geographic targeting, languages) are covered hands-on.

Who it is for

  • Marketing and acquisition managers.
  • Communication officers who run ads in-house.
  • Online shop managers.
  • Freelancers who want to structure their paid media practice.

Prerequisites

  • Basic digital marketing knowledge (or our digital strategy course).
  • Admin access to a Google Ads account and a Meta ad account, or use of demo accounts during the course.
  • An editable website or landing page is recommended.

Skills you will gain

  • Google Ads setup
  • Meta Ads Manager
  • Conversion tracking and Consent Mode
  • UTM conventions
  • Bidding strategies
  • Ad copywriting
  • Landing page optimisation
  • Advertising reporting

Programme

  1. Measurement first

    4 h
    • Defining the conversions that matter to the business
    • Google tag, GA4 integration and key event import
    • Meta Pixel and Conversions API: principles
    • Consent Mode, UTMs and consistent sources

  2. Google Ads: Search

    4 h
    • Account, campaign and ad group structure
    • Keywords, match types and negative keywords
    • Responsive search ads and assets
    • Search terms reports

  3. Google Ads: Performance Max and other formats

    3 h
    • How Performance Max works and its transparency limits
    • Asset groups and audience signals
    • Display and video campaigns: when to use them
    • Geographic and language targeting

  4. Meta Ads

    4 h
    • Campaign objectives and structure
    • Audiences: broad, custom, lookalike
    • Creatives: formats, variations, testing
    • Reading Ads Manager without picking the wrong metric

  5. Landing pages and budget

    3 h
    • Consistency between ad, message and page
    • What makes a landing page convert
    • Test budget, learning phase, scaling
    • Practical constraints for advertisers in Tunisia

  6. Analysis, optimisation and reporting

    3 h
    • Metrics: CPC, CPA, ROAS, conversion rate
    • Attribution and conversion lag: interpreting with care
    • Weekly optimisation routine
    • Reporting to a client or management: clear and honest

Exercises and projects

  • Write a measurement plan: conversions, key events and UTM conventions.
  • Build a complete Search campaign with a negative keyword list.
  • Design three Meta ad variations for one offer and define the test protocol.
  • Analyse a campaign export and propose five reasoned optimisations.
  • Final project: a one-month media plan with budget, structure and tracking sheet.

Upcoming sessions

No public session is scheduled yet. Leave a request: we will let you know as soon as a date is set, or organise a session for your team.

How to enrol

How to enrol

  1. Fill in the enrolment request form on this page (name, email, phone, current role and expectations).
  2. We reply by email to check that the course matches your level and to share practical details.
  3. Scheduled sessions are announced on this page as soon as they are planned; if no date is shown, your request is recorded and you will be notified when the next session opens.
  4. Your enrolment is final once confirmed in writing by email.

Companies: to enrol several employees or arrange a dedicated in-house session, mention it in the form and we will send you a quote.

Request a quote

Context, goals, tools in use, timeline.