Build a Google Ads team that doesn't need an agency to hold its hand.
Workshops, coaching, and written standards for in-house marketing teams running their own Google Ads.
Book a free 30-minute callWho this is for
You're a marketing director, a marketing manager, or a business owner with one or two people running paid search internally. They're smart. They're motivated. They are missing pieces, and nobody at the company has the pieces to give them.
You don't want to hire an agency. You either tried that and got burned, or you want the institutional knowledge to live inside your four walls.
You want your in-house team to be as good as the best agency. The hard part is that nobody is teaching them how.
What you get
Training comes in three flavors that work alone or together.
Workshops
Live, on Zoom or on-site. Seven sessions, each about an hour, with a real account open the entire time. Here is what the sessions cover:
- Google Ads Strategy and the Market Journey Path. How to think about where your customers are before they ever search. The stages every market moves through, how to match your budget and messaging to each stage, and why most accounts spend money on the wrong people at the wrong time.
- Campaign Types. Search, Display, Video, Demand Gen, and Performance Max. What each one is actually designed to do, when it fits into your account, and how they work together rather than against each other.
- Account Structure. How to organize campaigns so the algorithm works with you. Build sequence, audience segmentation, and how to set up retargeting that actually functions the way most people assume it does.
- Keyword Research and Ad Groups. Match types explained, Keyword Planner walkthrough, how to find the terms that bring the right people, and how to structure ad groups around intent rather than category.
- Search Terms and Negative Keywords. The most valuable and most neglected skill in Google Ads management. A live walkthrough of what is actually spending your budget, a two-threshold system for cutting waste without cutting volume, and how to build negative keyword lists that hold up over time.
- Bidding Strategies and Ad Copy. How to choose the right bidding strategy for where the account is right now. Responsive search ad structure, headline categories, and what ad strength actually measures versus what Google implies it measures.
- Conversion Tracking. Google Tag Manager, tags, triggers, variables, and preview mode. How to verify that your conversion events are firing correctly and that the numbers you are making decisions from can actually be trusted.
Ongoing coaching
Standing weekly or biweekly calls where they bring real questions about real accounts and walk out with answers. The same coaching format that's let solo PPC managers triple their account portfolio without losing their evenings.
Written standards
Naming conventions, QA checklists, weekly and monthly cadences, escalation criteria for when to ask for help. The stuff that should already be in the company wiki and isn't.
You pick the mix. Most teams start with a workshop, then add coaching for the person who's going to own the account day to day.
What it costs
Engagements typically run on a monthly retainer. Pricing depends on team size and which mix you pick. We'll scope it on the call.
If you're an individual manager looking for ongoing one-on-one guidance rather than team training, that's handled separately as 1-on-1 coaching at $350 per call.
What I won't do
I won't sell you a training program your team is too new to use. If the people in the seats aren't ready for the level you want them at, I'll tell you on the call and we'll figure out whether to hire someone first, train someone first, or both.
I won't sell you generic Google Ads training you could get on YouTube. The training I do is account-specific, situation-specific, and built around what your team actually needs to do on Monday morning.
If the real gap is strategic, not tactical
Sometimes a team doesn't need more Google Ads training. They need clarity on who they're selling to and what those people are doing in the months before they ever search. When that's the case I'll route you to ExperienceLabs.io, the venture I run for ICP work and pre-contact journey mapping.
What does Google Ads training actually look like?
Most training starts with a workshop series covering strategy, campaign types, account structure, keyword research, search terms and negatives, bidding strategies, ad copy, and conversion tracking. Sessions run about an hour each, live on Zoom, with a real account open. The training is not built around a demo or a hypothetical scenario. Your team member brings their actual account and you work through what is in front of them.
How long does Google Ads training take?
The full workshop series is seven sessions. Most teams run one session per week. Some prefer to condense it when they are getting up to speed quickly. After the core workshop series, most individuals add weekly or biweekly coaching calls to keep applying what they learned to real account situations.
How do I train my team on Google Ads?
Effective Google Ads training combines live workshops on platform fundamentals, ongoing coaching on real accounts, and written standards like naming conventions, QA checklists, and escalation criteria. Generic online courses rarely produce the same results as account-specific coaching from an experienced practitioner.
How much does Google Ads training cost?
Team training and workshop pricing depends on team size, scope, and which mix you pick, and is quoted on a discovery call. For individual ad managers or marketing managers who want ongoing one-on-one guidance, see 1-on-1 coaching at $350 per call.
What is the difference between Google Ads training and coaching?
Training is structured sessions on platform fundamentals: how the auction works, campaign structure, conversion tracking, and bidding. Coaching is ongoing: bringing real account questions to a standing call and getting answers from someone who has seen the problem before. Most in-house teams benefit from both.
"I'm deeply grateful for the months I've spent learning Google Ads under Ryan's guidance. He has a gift for making a complex, high-stakes platform feel approachable and strategic. Ryan goes far beyond explaining what to do. He teaches how to think while empowering you to confidently manage and optimize your own account. His patience, clarity, and investment in my growth have made a lasting impact."
"Ryan has helped me improve my processes and client communication on three of my accounts this year. His system for auditing new clients has saved me 5+ hours per client AND improved the quality of my audits. Implementing this has given me much more confidence in making recommendations to my clients."
"Ryan is a fantastic teacher, patient and thorough. For anyone trying to learn and navigate the world of Google Ads, I cannot recommend his expertise enough."