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AICPE Learning Hub Digital Marketing
Chapter 23
Google Ads Basics
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Chapter 23 | Search Intent Advertising

Google Ads Basics

Google Ads is an online advertising platform where businesses can show ads on Google Search, YouTube, websites, apps and other Google partner placements. Search ads are especially powerful because they appear when people are actively searching for a product, service, course or solution. A successful Google Ads campaign needs proper keywords, relevant ads, suitable landing pages, budget control and conversion tracking.

Start Learning Google Ads Plan
Search Intent Show ads when people search for related services.
Keywords Choose search terms that match customer needs.
Ad Copy Write clear headlines, descriptions and CTA.
Conversions Track calls, forms, purchases and registrations.
Learning Objectives

After This Chapter, You Will Understand

This chapter helps students understand how Google Ads work, especially search advertising.

Google Ads

Understand what Google Ads is and why businesses use it for leads, calls and sales.

Keywords

Learn how keywords connect user search queries with relevant ads.

Campaign Structure

Understand account, campaign, ad group, keywords, ads and landing page structure.

Metrics

Practice reviewing impressions, clicks, CTR, CPC, conversions and cost per conversion.

1 What is Google Ads?

Google Ads is a paid advertising platform that allows businesses to promote their products, services, websites, apps and videos across Google Search, YouTube, websites and apps. The most common beginner-friendly format is a Google Search Ad, which appears when someone searches for a keyword related to the business.

For example, if a student searches “digital marketing course in Nagpur,” a training institute can show its ad at the top of Google Search results. If the student clicks the ad, they may visit a course page, call the institute, fill an enquiry form or send a message.

Definition: Google Ads is an online advertising platform that helps businesses show paid ads across Google Search, YouTube, websites and apps to reach people with relevant intent.
Professional Tip: Google Search Ads work best when the user is already searching for something. This is called high-intent marketing.

Practical Experiment 1: Google Search Ad Observation

This activity helps students identify real search ads and understand search intent.

Step 1: Search Keyword

Search terms like “digital marketing course near me”, “best salon in city” or “CA coaching classes”.

Step 2: Identify Ads

Observe which results are marked as sponsored or ads and note their headlines and descriptions.

Step 3: Compare

Write which ad you would click and why: headline, offer, location, trust or CTA.

Learning Output: Students will understand that Google Ads should match what the user is actively searching for.
Ad Types

Common Types of Google Ads

Google Ads offers different formats based on campaign goals and placements.

Search

Text ads on Google.

Display

Banner ads on sites.

YouTube

Video ads.

Shopping

Product ads.

Local

Calls and visits.

Performance

Goal-based reach.

Ad Type Where It Appears Best For Example
Search Ads Google Search results. High-intent leads, calls, enquiries and sales. “Tally course near me” search ad.
Display Ads Websites, apps and Google Display Network. Brand visibility, remarketing and visual awareness. Banner ad for upcoming course batch.
YouTube Ads YouTube videos, Shorts and placements. Video awareness, education and remarketing. Course introduction video ad.
Shopping Ads Google Shopping and search results. E-commerce product promotion. Product listing with price and image.
Local Ads Google Search, Maps and local placements. Store visits, calls and local leads. Clinic, institute or salon near me.
Performance Max Multiple Google channels. Goal-based campaigns across Google inventory. Lead generation or online sales campaign.

Practical Experiment 2: Google Ad Type Selection

This activity helps students choose the correct Google ad type for different businesses.

Step 1: Choose Business

Select one business such as institute, salon, clinic, e-commerce store or local service provider.

Step 2: Choose Goal

Select goal: calls, website visits, product sales, awareness, video views or local visits.

Step 3: Pick Ad Type

Choose Search, Display, YouTube, Shopping, Local or Performance Max and explain why.

Keywords

Understanding Keywords in Google Ads

Keywords are words or phrases that advertisers choose so ads can appear for relevant searches.

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2 Keyword Intent

Keyword intent means the reason behind a user’s search. A person searching “what is digital marketing” may be learning, while someone searching “digital marketing course near me” may be ready to enquire.

  • Informational: User wants knowledge.
  • Commercial: User compares options.
  • Transactional: User is ready to buy, book or enquire.
  • Local: User wants nearby business or service.
  • Brand: User searches specific brand or company name.
Keyword Type Example User Intent Campaign Use
Informational what is digital marketing Learning basic concept. Blog, video or awareness content.
Course Intent digital marketing course in nagpur Looking for course option. Lead generation search campaign.
Near Me computer classes near me Local service discovery. Local lead or call campaign.
Comparison best digital marketing institute Comparing providers. Landing page with proof and benefits.
Problem-Based how to get job in digital marketing Seeking guidance. Educational page or webinar ad.
Brand aicpe digital marketing course Searching specific brand. Brand protection and direct lead capture.

Practical Experiment 3: Keyword Research Sheet

This activity helps students create keyword ideas for a search campaign.

Step 1: Select Service

Choose one service such as digital marketing course, Tally course, salon package or clinic appointment.

Step 2: Write Keywords

Write 20 keywords: 5 informational, 5 local, 5 commercial and 5 transactional keywords.

Step 3: Prioritize

Select top 10 keywords that are most likely to bring useful enquiries.

Match Types

Keyword Match Types

Match types control how closely a user search should match your selected keyword.

Broad Match Phrase Match Exact Match Negative Keywords
Match Type Meaning Example Keyword Possible Search Match
Broad Match Ad may show for related searches, synonyms and wider intent. digital marketing course online marketing training, social media course, SEO classes.
Phrase Match Ad may show when the meaning of phrase is included. "digital marketing course" best digital marketing course in Nagpur.
Exact Match Ad may show for searches with same meaning or very close intent. [digital marketing course] digital marketing course.
Negative Keyword Prevents ad from showing for unwanted searches. free, job, pdf Avoids searches like free digital marketing PDF.
Practical Tip: Beginners should carefully use phrase match, exact match and negative keywords to reduce irrelevant clicks.

Practical Experiment 4: Match Type Practice

This activity helps students understand keyword control in Google Ads.

Step 1: Choose Keyword

Choose one keyword such as “digital marketing course” or “Tally classes”.

Step 2: Create Match Types

Write the keyword in broad, phrase and exact match format.

Step 3: Add Negatives

Write 10 negative keywords that should be avoided for better lead quality.

Campaign Structure

Google Ads Campaign Structure

A clean campaign structure helps manage keywords, ads, budget and tracking properly.

Account

Main ad account.

Campaign

Goal and budget.

Ad Group

Keyword theme.

Keywords

Search terms.

Ads

Headline and text.

Page

Landing page.

Level Controls Example Practical Note
Campaign Objective, budget, location, network and bidding. Digital Marketing Course Leads - Nagpur. Separate campaigns for different goals or locations.
Ad Group Keyword theme and related ads. Ad Group 1: Digital Marketing Course. Keep similar keywords in one ad group.
Keywords Search terms that trigger ads. digital marketing course in Nagpur. Use relevant keywords and negative keywords.
Ads Headlines, descriptions, CTA and final URL. Practical Digital Marketing Course. Ad copy should match keyword and landing page.
Landing Page Page where users go after click. Course details page with enquiry form. Must be fast, mobile-friendly and relevant.

Practical Experiment 5: Campaign Structure Planning

This activity helps students design a simple Google Search campaign structure.

Step 1: Choose Business Goal

Example: generate leads for Digital Marketing Course in Nagpur.

Step 2: Create Structure

Write campaign name, 2 ad groups, 10 keywords for each ad group and landing page URL idea.

Step 3: Add Negatives

Add negative keywords such as free, PDF, job, meaning or unrelated locations if needed.

Ad Copy

Writing Google Search Ad Copy

Search ad copy should match the user’s search and clearly explain the offer.

Good Search Ad Copy Includes

  • Main keyword in headline.
  • Clear service, product or course name.
  • Location if locally relevant.
  • Strong benefit or reason to choose.
  • Trust signal such as experience, practical training or reviews.
  • Clear CTA such as Call Now, Book Demo or Register.
  • Landing page that matches the ad message.

Sample Ad Copy

Headlines:
Digital Marketing Course Nagpur
Practical Training With Projects
Book Free Demo Class Today

Descriptions:
Learn SEO, Google Ads, Meta Ads, Social Media and Analytics with practical projects. Suitable for students and business owners.

CTA: Book Free Demo

Practical Experiment 6: Search Ad Copywriting

This activity helps students write Google Search ad copy for a selected business.

Step 1: Select Keyword

Choose one keyword such as “computer course in Nagpur” or “skin clinic near me”.

Step 2: Write Ad Copy

Write 5 headlines, 3 descriptions and 2 CTA options.

Step 3: Check Relevance

Confirm that keyword, ad copy and landing page message are aligned.

Landing Page Relevance

Landing Page for Google Ads

The page after the click should deliver exactly what the ad promised.

Good Landing Page

  • Matches the keyword and ad message.
  • Loads fast on mobile.
  • Has clear headline and benefits.
  • Shows course, service or product details clearly.
  • Includes proof such as reviews, photos or results.
  • Has simple enquiry form or contact button.
  • Uses clear CTA above and below the page.

Poor Landing Page

  • Shows different offer than the ad.
  • Very slow loading.
  • Not mobile-friendly.
  • No enquiry form or CTA.
  • No trust-building proof.
  • Too much irrelevant information.
  • Broken phone, WhatsApp or form link.

Practical Experiment 7: Landing Page Relevance Review

This activity helps students improve campaign conversion after the click.

Step 1: Choose Ad and Page

Select one search ad and the page it leads to, or imagine a course ad landing page.

Step 2: Review Match

Check whether keyword, ad headline, offer, page headline and CTA are aligned.

Step 3: Suggest Fixes

Write 10 landing page improvements for better lead conversion.

Budget and Bidding

Budget, CPC and Conversion Basics

Google Ads spending must be controlled and reviewed according to business value.

Daily Budget

Average amount you want to spend per day on a campaign.

CPC

Cost per click. Amount paid when someone clicks the ad.

Conversion

Desired action like call, form fill, registration or purchase.

CPA

Cost per acquisition or cost per conversion.

Practical Experiment 8: Google Ads Metrics Calculation

This activity helps students calculate basic Google Ads results.

Step 1: Use Sample Data

Spend ₹4,000, impressions 20,000, clicks 500, leads 40, admissions 4.

Step 2: Calculate

CTR = clicks ÷ impressions × 100. CPC = spend ÷ clicks. CPL = spend ÷ leads.

Step 3: Interpret

Check if the cost per lead and admission is suitable according to course fee or service value.

Example Results:
CTR = 2.5% | CPC = ₹8 | CPL = ₹100 | Cost per admission = ₹1,000.
Practical Task

Google Ads Campaign Worksheet

Use this worksheet to plan a beginner-level Google Search campaign.

Practical Task: Select one business such as a computer institute, clinic, salon, gym, shop, consultant or local service provider. Prepare a Google Search Ads plan using the worksheet below.
Business Name Write the selected business or brand name.
Campaign Goal Calls, enquiries, registrations, appointments, website visits or sales.
Service / Offer What are you promoting through Google Ads?
Location Targeting Which city, area, state or service radius should be targeted?
Keyword List Write 20 search keywords related to the service.
Match Types Choose broad, phrase and exact match keywords carefully.
Negative Keywords Write at least 15 negative keywords to avoid poor-quality clicks.
Ad Groups Create at least 2 ad groups with separate keyword themes.
Ad Copy Write 8 headlines, 4 descriptions and 3 CTA options.
Landing Page Write landing page URL idea and important sections required on the page.
Budget Write daily budget, campaign duration, expected clicks and expected leads.
Conversion Tracking What will be tracked: call, form, WhatsApp click, purchase, registration or appointment?
Metrics Track impressions, clicks, CTR, CPC, leads, CPL, conversions and cost per conversion.
Improvement Plan Write at least 10 improvements to optimize the campaign after launch.

Practical Experiment 9: Google Ads Plan Presentation

This activity helps students present a search campaign plan professionally.

Step 1: Complete Worksheet

Use the worksheet above for one selected business.

Step 2: Prepare Summary

Create three sections: keywords, ad copy and landing page plan.

Step 3: Present

Present your Google Ads plan in 3 minutes as if explaining it to a business owner.

Common Mistakes

Mistakes Students Should Avoid

Google Ads can become expensive when keywords, ads, targeting and landing pages are poorly planned.

Wrong Habits

  • Running ads without clear conversion goal.
  • Using broad keywords without review.
  • Not adding negative keywords.
  • Mixing unrelated keywords in one ad group.
  • Writing generic ad copy without keyword relevance.
  • Sending traffic to homepage instead of relevant landing page.
  • Not tracking calls, forms or conversions.
  • Judging campaign only by clicks, not lead quality.

Correct Habits

  • Set clear goal such as call, form, registration or purchase.
  • Choose high-intent keywords.
  • Use phrase, exact and negative keywords carefully.
  • Create themed ad groups.
  • Write ad copy matching keyword and offer.
  • Use relevant and mobile-friendly landing page.
  • Track conversions and cost per lead.
  • Review search terms and optimize regularly.
Remember: Google Ads success depends on search intent, keyword relevance, ad quality, landing page experience and conversion tracking.
Test Your Understanding

Quick Quiz

Answer these questions to check your understanding of Google Ads basics.

1. What is Google Ads?

Google Ads helps businesses show paid ads across Google Search, YouTube, websites and apps.

2. Which is a type of Google Ad?

Google Ads includes search, display, YouTube, shopping, local and other campaign types.

3. What are keywords in Google Ads?

Keywords connect user searches with relevant ads.

4. What is search intent?

Search intent means what the user wants to know, compare, buy, book or enquire.

5. Which match type gives more control than broad match?

Phrase and exact match generally provide better control than broad match.

6. What are negative keywords used for?

Negative keywords help avoid irrelevant clicks and wasted budget.

7. What should a good search ad include?

A good search ad has relevant headlines, clear benefits, trust signals and CTA.

8. Which is a wrong Google Ads habit?

Irrelevant landing pages reduce conversion and may waste ad spend.

9. What is CPC?

CPC means cost per click.

10. What is a conversion?

Conversion is the action the campaign wants users to take.

11. Which metric can be tracked in Google Ads?

Google Ads tracks impressions, clicks, CTR, CPC, conversions and cost per conversion.

12. What is the main lesson of this chapter?

Google Ads works best with keyword relevance, strong ad copy, landing page match and proper tracking.
Quick Revision

Remember These Points

Revise these points before moving to the next chapter.

Google Ads

Google Ads helps businesses show paid ads across Google Search, YouTube, websites and apps.

Search Ads

Search ads work well because they appear when users are actively searching for related solutions.

Keywords

Keywords connect user search queries with relevant ads and landing pages.

Match Types

Broad, phrase and exact match control how closely searches should match your keywords.

Negative Keywords

Negative keywords prevent ads from showing on irrelevant or low-quality searches.

Metrics

Track impressions, clicks, CTR, CPC, leads, conversions and cost per conversion.

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