Google Ads training for in-house teams, on your own account

Most Google Ads training sessions I’ve looked at follow the same pattern: a trainer, a standard slide deck, an account that isn’t yours. By the end, your team has a certificate and roughly as much practical knowledge as before. My approach is different: I hand your team the instruments, and your team applies them, in your own account, with your own numbers.

1. Why most training sessions miss the actual need

A generic training session has to work for hundreds of different accounts at once. That forces it to stay general: basics on campaign types, bidding strategies, structure. Useful if you’re starting from zero. Worth little if your team already runs a live account with concrete problems: a campaign that won’t scale, a tracking setup nobody quite trusts, a structure that grew historically and nobody wants to touch anymore.

The difference isn’t the trainer’s knowledge, it’s whether the session looks at your account or at an interchangeable sample account:

• Standard training: slides, generic examples, a list of best practices at the end that your team still has to translate to its own situation.
• Interactive live walkthrough: we look at your real account together, identify the concrete levers that apply to you, and your team asks questions about exactly the spots where things are stuck.

The second format often doesn’t take longer, but by the end your team has taken away something that applies directly on Monday morning, not to a sample account that has nothing to do with yours.

2. What a session actually delivers for leadership, in-house consulting, and course correction

A Google Ads training session is rarely meant just for the person clicking inside the account. Three roles benefit differently, and a good format serves all three in the same session:

• Marketing leadership: gets a read on whether the running account is strategically set up correctly, before approving the next budget or hiring an agency. That’s the “is the direction right” question, not “is every click right”.
• In-house consulting or internal advisors: get solid criteria to evaluate external offers (agencies, freelancers, tools) themselves, instead of relying on sales promises.
• The operational team: gets the instruments to spot and fix campaign structure, bidding logic, and tracking errors themselves; the actual execution stays with you, not with me.

That’s the core of the format: I bring the instruments and the judgement from ten years of Google Ads practice, plus my own work for Google, with a focus on technical measurement implementation. Which standard recommendations every in-house team should check economically is also covered in the 5 lies Google Ads tells you. Execution inside the account, day by day, campaign by campaign, deliberately stays with your team. You know your business, your products, and your customers better than any outside consultant. You just need the right tools for it.

3. How the interactive live walkthrough runs

Instead of a fixed curriculum, the session starts with an honest stock-take: where does your account stand today, which campaign types are running, how clean is the tracking, where is it visibly stuck. That stock-take decides what the session focuses on, not a pre-built slide deck.

A typical session runs like this:

• Live account walkthrough on screen: structure, bidding strategies, the biggest budget drains, all on the real account, not a sample.
• Questions answered directly during the analysis, not squeezed into five leftover minutes at the end. When a question comes up, we clarify it right at the concrete case.
• Prioritised levers instead of trying to cover everything: three to five concrete points that actually move something, not a list of fifty optimisation ideas, 45 of which never get touched in practice.
• A format that grows with you. Some teams need a single session as a reset, others a recurring rhythm as the account keeps changing (new products, new markets, Performance Max transitions). How Performance Max works and where its limits sit is covered in the Performance Max campaign, exactly the kind of question that typically comes up during a live walkthrough.

“Why isn’t this just a standard course with a price list?”

Because no two accounts have the same problem. A standard course sells the same slides to everyone. A live walkthrough sells time spent on your real account, and that’s why the format is premium-priced and deliberately not run as a mass product. You get concentrated work on your actual case, not an off-the-shelf course.

Bottom line

• A generic training session inevitably stays general; a live walkthrough on the real account delivers results your team can apply immediately.
• Leadership, in-house consulting, and the operational team benefit differently but at the same time: direction, evaluation criteria, and concrete execution.
• The instruments come from me, execution deliberately stays with your team; you know your business best.

If you’d like a session for your team that actually works on your account rather than a sample one, the fastest way to sort out the format is to write to me via the contact form.