The smartest $30 you’ll spend on Google Ads

The foundations of Google Ads — done properly. For beginners and experienced account managers alike.

Get instant access for US$30

Immediate access. Self-paced. No expiry.

Kaity Griffin Google Ads Bootcamp instructor

“This bootcamp is the best choice I’ve made in ages”

ADRIENNE TREEBY

Most Google Ads accounts are built on shaky foundations

Most Google Ads accounts are built on shaky foundations

They don’t fail because of the platform.

They fail because someone opened an account, set a budget, and started spending before any of the foundations were in place. No clear goal. No conversion tracking. Keywords chosen based on gut feel. And when results don’t come, the conclusion is that Google Ads doesn’t work – when really, the structure was never there to begin with.

Bootcamp fixes that.

It covers what most people skip at the start – and what even experienced account managers often realise they got wrong. The concepts, the goal-setting, the logic behind how Google actually makes decisions with your budget. The things that determine whether the platform works for you before you’ve spent a cent.

Bootcamp is built for: 

Bootcamp is built for: 

Digital marketers and in-house marketing managers

Google Ads is one of the most in-demand and misunderstood skills in digital marketing. Understanding how accounts are structured, how to evaluate performance, and what actually drives results — even at a foundational level — is a genuine differentiator. Bootcamp gives you the vocabulary and the framework to work confidently with Google Ads, whether you’re managing accounts yourself or advising clients on whether they should.

Business owners running their own accounts

If you’re considering hiring an agency or running ads yourself, this gives you a clear sense of what good looks like — and what to watch out for. You’ll finish with a grounded understanding of whether Google Ads is the right move for your business, and what a profitable account actually requires.

Anyone considering Profitable Promotion

Bootcamp is the natural first step before Profitable Promotion, our Google Ads Operating System — a structured framework for building, managing, and scaling profitable accounts. It’s a lower-risk way to check that Google Ads is the right fit for your goals, and to experience how we teach before committing to a larger investment.

Bootcamp is built for:

Digital Marketers

If this is you - flip for more info

Google Ads is one of the most in-demand and misunderstood skills in digital marketing. Understanding how accounts are structured, how to evaluate performance, and what actually drives results is a genuine differentiator. Bootcamp gives you the vocabulary and the framework to work confidently with Google Ads, whether you’re managing accounts yourself or advising clients.

Business Owners

If this is you - flip for more info

If you’re considering hiring an agency or running ads yourself, this gives you a clear sense of what good looks like — and what to watch out for. You’ll finish with a grounded understanding of whether Google Ads is the right move for your business, and what a profitable account actually requires.

Anyone considering Profitable Promotion

If this is you - flip for more info

Bootcamp is the natural first step before Profitable Promotion, our Google Ads Operating System — a structured framework for building, managing, and scaling profitable accounts. It’s a lower-risk way to check that Google Ads is the right fit for your goals, and to experience how we teach before committing to a larger investment.

What you’ll walk away with

What you’ll walk away with

After Bootcamp, you’ll understand:

  • How Google Ads actually works — the auction, the algorithm, and why your ad does or doesn’t show
  • How to set a real goal before you spend a cent, using the goal-setting calculator
  • How to research and choose keywords with purchase intent — not just keywords that sound right
  • What conversion tracking is, why 95% of accounts get it wrong, and what that costs you
  • How to read your budget and know whether Google is spending it well
  • When to keep running ads yourself — and when to bring in help

Here’s what’s covered across 18 lessons and 6 modules — just over 2 hours, structured to build on each other.

Google Ads Overview

Start with the fundamentals:

  • The difference between SEO and SEM — and why it matters for how you think about paid search

  • How Google Ads actually works: how ads are triggered, what determines whether your ad shows, and the role of the auction

  • The main campaign types (search and Performance Max) and when each is used

  • Key terminology decoded: CPC, PPC, SEM, match types, negative keywords, and more

  • The 50/30/20 rule: why 50% of your Google Ads results come down to your product, 30% to your website, and only 20% to the ads themselves

  • How audiences work — and how affinity, in-market, and first-party data can layer onto your targeting

  • A full walkthrough of the Google Ads interface so you’re not lost when you open an account

Goal Setting

Dig a bit deeper into common metrics and goals:

  • The metrics that matter for ecommerce and lead generation accounts — and the vanity metrics to stop paying attention to

  • How to crunch the numbers using the goal-setting calculator to establish a realistic CPA or ROAS target before you spend a cent

  • How to set a CPA goal for lead generation businesses and a ROAS goal for ecommerce — and why you can’t optimise without one

  • Why there’s no such thing as a “good” CPA or ROAS in isolation — only in comparison to your account goal

Keywords

Get your keywords right:

  • The bridge theory: the relationship between keywords and search terms, and why most people get this wrong

  • Head keywords vs. long-tail keywords: which drives volume and which drives conversions

  • Brand, non-brand, and competitor keyword categories — including real account data showing the difference in ROAS and CPA across all three

  • The marketing funnel and keywords: why top-of-funnel keywords drain budget without converting, and where to actually focus

  • What makes a good keyword: relevance, purchase intent, and how to use qualifying words to match your product more precisely

  • How to do keyword research using Google Keyword Planner, ChatGPT prompts, and search term reports

  • Negative keyword research: two methods for identifying and removing wasted spend

Conversions

Discover the basics for measuring the effectiveness of your paid ads:

  • What conversions are and why 95% of the Google Ads accounts we audit have inaccurate conversion tracking

  • Attribution models explained: how Google distributes credit across multiple clicks before a sale, and why you see decimal conversion numbers in your account

  • How conversion tracking works: the code that draws the line between your ads and your results

Optimisation

Learn about doing more of what works and less of what doesn’t in your Google Ads account, including:

  • What optimisation actually means: encouraging more of what works and reducing what doesn’t

  • Why optimisation can’t start without an account goal — and how your goal becomes your benchmark for every decision

  • The difference between optimising to control spend and optimising to scale

  • When it makes sense to keep running ads yourself, and when outsourcing is the right move

Daily Budgets

No wasted spend here! How to get the most bang for your buck:

  • How Google Ads daily budgets actually work — including the 30.4x monthly rule and why your daily spend fluctuates

  • The key difference between how Google and Meta spend your budget (and why Google won’t always spend what you’ve set)

  • Shared vs. individual campaign budgets: when each makes sense

  • The factors that determine whether your budget gets spent

Two bonus resources

Complete Tech Checklist

A spreadsheet covering every technical element you need in place before launching Google Ads. Conversion tracking, Merchant Center, GTM, GA4 — it’s all in there so nothing gets missed.

bonus 1
bonus 2

Client Access Training Videos

If you’re planning to offer Google Ads as a service, this bonus module walks through exactly how to get organised from a client management perspective — including how to request and grant account access, with sample emails and reference PDFs.

google-ads-consulting-call

“Broken down into bite sized chunks”

Kaity’s Google Ads course was fantastic – really well put together and easy to understand. There is a lot of tech stuff that can easily become overwhelming, however, she really breaks it down into bite-sized chunks, which are easy to work through.

STAN ZASLAVSKY​

google-ads-consulting-call

“Definitely worth every penny I have spent”

I’m in the digital marketing field and this course was a great refresher and addition to my skills. I’m more confident than ever with Google Ads. Definitely worth every penny I have spent.

JOANNE – DIGITAL MARKETER

google-ads-consulting-call

“I’ve really loved the bootcamp…”

I’ve really loved the bootcamp – I love the practical application and it was broken down into manageable steps. I feel a lot better about my account setup and I’m on the right track. Thank you!

AMANDA HERRIOTT WELLIVER​

google-ads-consulting-call

“Made Google Ads less confusing and scary.”

Thanks so much for sharing your absolute wealth of quality information and making Google Adwords less confusing and scary, it’s greatly appreciated!

CAMILLE SCOTT

Google Ads bootcamp mini course is created by Kaity Griffin

MEET YOUR TEACHER

Kaity Griffin — Google Ads specialist and founder of Sunday Digital

Kaity has managed Google Ads accounts for brands including Showpo, Snuggle Hunny Kids, and Kettle & Fire, and has trained hundreds of marketers and business owners through her education program, Profitable Promotion.

Sunday Digital is a Google Partner agency based in Melbourne, Australia. Bootcamp is built on the same foundational framework Kaity uses with clients and teaches inside Profitable Promotion — just distilled into the essential concepts you need to get started.

Bootcamp is the beginning, not the destination

Bootcamp covers the foundations. If you complete it and decide you want to go deeper — running live campaigns, optimising accounts, and building this into a real skill or service — the next step is Profitable Promotion.

Profitable Promotion is our Google Ads Operating System. A structured, repeatable framework for running profitable accounts, with hands-on support, live account reviews, and a capped cohort working through it together. Enrolment opens twice a year, in March and September.

Bootcamp isn’t a requirement to join Profitable Promotion — but students who come through it first tend to get more out of it, because the foundational concepts are already locked in.

Common Questions

Yes. The course is designed to make complex concepts accessible regardless of your starting point. No prior knowledge of Google Ads, digital marketing, or technical platforms is assumed.

Just over 2 hours of video in total. It’s completely self-paced, so you can work through it in a single sitting or spread it across a few sessions. All content is available immediately on enrolment.

No. Bootcamp covers both ecommerce and lead generation accounts throughout — including separate goal-setting frameworks, metrics cheat sheets, and examples for both business types.

Yes. Bootcamp is useful for anyone who wants to pressure-test their foundations. Many students who are already running ads complete it and discover gaps — in how their conversion tracking is set up, how they’re thinking about keywords, or how they’re approaching goal setting. If your account isn’t performing the way you’d expect, the answer is often in the foundations.

Yes. All video lessons are available in audio format, so you can listen on a walk, during a commute, or whenever suits you.

Bootcamp is self-paced and doesn’t include live support — this is how we keep it accessible at $30. If you’d like structured support, account reviews, and a live cohort, that’s what Profitable Promotion is built for.

The free keyword series covers keyword strategy in depth. Bootcamp covers the full landscape of Google Ads — campaign types, account structure, conversion tracking, attribution, budgets, goal setting, and more. They complement each other well.

Ready to build a real foundation?

Whether you’re starting out or already spending on ads — if the foundations aren’t solid, everything built on top of them is harder than it needs to be.

google ads bootcamp