Learn Google Ads properly. Free, in 7 days.
One email a day for seven days, written by someone who builds Google Ads campaigns for a living rather than someone who sells courses.
The economics, the auction, measurement, keywords, structure and budgets, ad copy and landing pages, and the first thirty days after you press enable. No payment, ever.
What arrives, day by day
Each email is about five minutes of reading and a short list of things to actually do, with the full article linked at the top if you want the depth.
- Is Google Ads worth it for your business? Three numbers and one equation that tell you whether this channel can work for you — including the version where the honest answer is no.
- The auction, and the setup traps. Why the highest bidder often loses, and the three defaults in Google’s own signup flow that quietly cost you money before you write an ad.
- Measurement before money. What counts as a conversion, where the tag goes, and the one missing tag that breaks most small accounts.
- Keywords and intent. Why a keyword with 800 searches a month can beat one with 6,500, and how to sort a list before you spend anything on it.
- Structure, budgets and bidding. How many campaigns you actually need, the 30.4 rule for daily budgets, and why you do not start on a target CPA.
- Ads and landing pages. Fifteen headlines, four descriptions, and the page that has to keep the promise the ad made.
- Launch and the first 30 days. What to check daily, what to leave completely alone, and the honest conversation about when to stop doing this yourself.
Why it is free
I run Omologist, a Google Ads agency. Eleven years running campaigns for clients, fifteen years in equity markets and banking before that, and a CFA charter that mostly taught me to check whether the numbers work before believing the story.
The course is distilled from the Best Practice library on this site, which is free to read and always has been. It is free for the same reason: people who read it either learn to run their own campaigns properly, or decide they would rather have it built. Both of those are fine outcomes. The ones who do neither were never going to buy anything.
What this is not
There is no upsell ladder. No webinar, no “book a strategy call”, no eleven-part masterclass at the end. Nobody will telephone you.
There is one product mentioned once, on day seven, and it is a $129 campaign build. If that is not for you, the seven lessons still stand on their own and you can ignore the last paragraph.
It is also not a product tour. Google’s own Skillshop will teach you where the buttons are. This teaches you which decisions actually move the cost per lead, which is a different thing and takes longer to learn from the inside of an account.
Start on day one
Questions
Is it really free?
Yes. No card, no trial, no “free for the first 100 people”. Seven emails arrive and then they stop.
How is this different from Google’s Skillshop?
Skillshop teaches you the product and certifies that you can find the settings. This teaches you the judgement calls — what a conversion should be, how many campaigns to run on a small budget, when to leave a campaign alone. Those are the decisions that determine whether the account works.
Do I need a Google Ads account already?
No. Day 2 covers creating one properly, including the setting that cannot be changed afterwards and the default that sends your ads to people in other states.
What is the catch?
Day 7 mentions that I build complete Search and Performance Max campaigns for $129, delivered in 24 hours. That is the entire catch, it appears once, and the other six days do not sell anything.
Rather skip the homework? A complete Search or Performance Max campaign, built and delivered as a spreadsheet you own, in 24 hours. Search build, $129 →