How to Learn Google Ads: The Complete 90-Day Roadmap
- Dan Kabakov, Google Ads Certified Partner
- Last Updated:
- Reading Time: 15 minutes
Starting Google Ads from scratch feels overwhelming. Should you focus on Search campaigns first? What about Performance Max? Do you need certifications? Where do you even begin?
After teaching 500+ students and managing campaigns for over a decade, I’ve discovered something critical: Google Ads mastery follows a logical progression.
Skip steps and you’ll struggle for months. Follow the right roadmap systematically and you’ll go from beginner to professional in 90 days.
This isn’t theory. Students who follow this exact system are managing $50,000+ budgets within six months. Some land their first client in 30 days.
Let me show you the complete roadmap.
Table of Contents
Why Most People Learn Google Ads Wrong
The typical approach:
- Watch random YouTube tutorials
- Jump straight into creating campaigns
- Get overwhelmed by options
- Make expensive mistakes
- Give up frustrated
The problem? Random learning creates random results.
I made every expensive mistake possible when I started. Lost a client because I targeted the wrong audience and burned their entire monthly budget in 3 days. Shameful? Absolutely. But it taught me something valuable.
Google Ads isn’t complicated- it’s systematic.
When you follow a structured progression, everything clicks into place. Skip the fundamentals and you’ll spend months fixing problems you created in week one.
The Reality Check (Read This First)
This roadmap works, but it requires commitment:
Time Investment Required
30-45 minutes of focused learning daily
Not passive video watching. Active learning with real implementation.
Most people fail because they expect results from 2 hours per week of casual studying. That won’t cut it.
Budget Requirement
$5-10 per day minimum for practice campaigns
You cannot learn Google Ads without running real ads with real budgets. Start small, but start.
The best learning happens when your own money is at stake. Suddenly, you pay attention to every metric.
Education Investment
Structured learning beats free content
Free YouTube videos are scattered and incomplete. They’re great for specific questions but terrible for systematic learning.
Invest in proper education—whether that’s Online Labs Google Ads Masterclass or another comprehensive course. Structured learning beats random videos every time.
The Choice
3 months from now, you’ll either be:
- Confidently managing campaigns that drive real business results
- Still struggling with basics and making expensive mistakes
The difference? Having a plan and sticking to it systematically.
Month 1: Foundations & Setup
The first month is all about foundations. This is where most people either set themselves up for success or create problems they’ll struggle with for months.
Week 1: Google Ads Fundamentals
What you’ll learn:
- How Google Ads ecosystem works
- Platform navigation and interface
- Essential terminology (CPC, CTR, impressions, conversions)
- Account setup and billing configuration
- Advertiser verification process
Why it matters: Understanding the ecosystem prevents confusion later. When you know how Google Ads fits into the broader digital marketing landscape, every decision makes more sense.
Action item: Create your Google Ads account. Complete billing setup. Get verified. Don’t run campaigns yet—just familiarize yourself with the interface.
Week 2-3: Campaign Structure Mastery
Campaign types you’ll understand:
- Search Campaigns (your foundation)
- Display Campaigns (visual advertising)
- Video Campaigns (YouTube ads)
- Shopping Campaigns (e-commerce)
- Performance Max (AI-driven)
- Demand Gen (formerly Discovery)
- App Campaigns (mobile app promotion)
Why it matters: Different businesses need different campaign types. A local plumber needs Search. An e-commerce brand needs Shopping. A B2B SaaS company might use Demand Gen.
Knowing which campaign type to use for which business separates professionals from amateurs.
Action item: Create a comparison chart. For each campaign type, note: best use cases, typical CPCs, and when to avoid.
Week 4: Keyword Research & Strategy
Skills you’ll master:
- Keyword match types (Broad, Phrase, Exact)
- Google Keyword Planner navigation
- Search intent analysis
- Negative keyword strategy
- Long-tail vs short-tail keywords
Why it matters: Keywords are the core of Google Ads. This is how Google targets users in search results. Master this or waste money on irrelevant clicks.
Common beginner mistake: Using broad match keywords without understanding implications. Then wondering why ads show for completely irrelevant searches.
Action item: Research 50 keywords for a practice business. Categorize by match type. Identify 20 negative keywords to exclude.
Month 1 Milestone
By the end of month 1, you should:
- Navigate Google Ads interface confidently
- Understand all major campaign types
- Know when to use each campaign type
- Create basic Search campaign structure
- Set up proper keyword targeting without wasting budget
Practice assignment: Build a complete Search campaign (don’t activate yet). Include:
- 3 ad groups with themed keywords
- 15-20 keywords with appropriate match types
- 10+ negative keywords
- Basic ad copy for each ad group
Month 2: Targeting & Optimization
Month 2 transforms you from someone who knows the interface to someone who can reach the right customers and drive real results.
Week 5: Ad Creation & Copywriting
What you’ll master:
- Responsive Search Ads (RSA) structure
- Headline formulas that get clicks
- Description best practices
- Call-to-action effectiveness
- A/B testing methodology
- Ad extensions (assets) setup
Why it matters: Two campaigns with identical targeting can have completely different results based purely on ad copy. Better copy = lower CPCs and higher conversion rates.
Writing effective headlines:
- Include primary keyword
- Address user intent directly
- Create urgency when appropriate
- Test multiple angles (feature, benefit, question)
Action item: Write 15 headlines and 4 descriptions for your practice campaign. Aim for ad strength “Excellent.”
Week 6: Advanced Targeting
Targeting methods you’ll learn:
Geographic Targeting:
- Country/region targeting
- Radius targeting for local businesses
- Location exclusions
- Bid adjustments by location
Audience Targeting:
- Demographic targeting (age, gender, household income)
- Affinity audiences (interests)
- In-market audiences (purchase intent)
- Custom audiences (URLs, apps, keywords)
- Remarketing lists (website visitors)
Why it matters: Targeting the right geography can make or break local business campaigns. A plumber in Austin doesn’t need traffic from Seattle.
Audience layering allows you to reach people who are more likely to convert, reducing wasted spend.
Action item: Create 3 remarketing audiences: all visitors (last 30 days), product page visitors (last 14 days), cart abandoners (last 7 days).
Week 7: Bidding Strategies
Bidding options you’ll understand:
Manual Bidding:
- You set maximum CPC for each keyword
- Complete control but time-intensive
- Best for: testing, very small budgets
Automated Bidding:
- Maximize Clicks: Get most clicks within budget
- Target CPA: Pay specific amount per conversion
- Target ROAS: Hit specific return on ad spend
- Maximize Conversions: Get most conversions within budget
- Maximize Conversion Value: Focus on high-value conversions
Why it matters: Wrong bidding strategy wastes money or limits performance. Target ROAS for e-commerce with revenue tracking is completely different from Maximize Clicks for brand awareness.
Action item: Test manual bidding first (week 1), then switch to automated after collecting 30+ conversions.
Week 8: Conversion Tracking Setup
Critical tracking you’ll implement:
Conversion actions to track:
- Purchase transactions (e-commerce)
- Form submissions (lead gen)
- Phone calls (local businesses)
- Email signups (content marketing)
- Button clicks (engagement)
- Scroll depth (engagement)
Tools you’ll use:
- Google Tag Manager (GTM)
- Google Analytics 4 (GA4)
- Google Ads conversion tracking
- Cross-domain tracking (if needed)
Why it matters: You can’t optimize what you don’t measure. Most beginners fail here. They run campaigns without proper tracking, then wonder why nothing converts.
Verification checklist:
- Conversion tag fires on thank-you page
- Test conversion appears in Google Ads
- Conversion values tracked correctly (if applicable)
- GA4 and Google Ads linked properly
Action item: Set up conversion tracking on your website or practice site. Test thoroughly before activating campaigns.
Month 2 Milestone
By the end of month 2, you should:
- Write ad copy that gets clicks and conversions
- Target the right geographic areas and audiences
- Choose appropriate bidding strategies for different goals
- Set up complete conversion tracking
- Run campaigns that drive qualified traffic with measurable ROI
Practice assignment: Launch your first real campaign with $10/day budget. Track everything. This is where learning becomes real.
Month 3: Advanced Strategy & Optimization
Month 3 transitions you from competent to truly professional. This is advanced optimization and strategic thinking.
Week 9-10: Campaign Optimization Workflow
Systematic optimization process:
Daily checks:
- Budget pacing (on track or over/under?)
- Major performance drops (>20% decline in key metrics)
- Conversion tracking functionality
- New search term additions
Weekly optimization:
- Search term analysis (add negatives)
- Keyword performance review (pause poor performers)
- Ad copy performance comparison
- Bid adjustment based on performance
- Device/location performance analysis
Monthly strategic review:
- Campaign structure efficiency
- Budget allocation across campaigns
- Landing page performance
- Conversion funnel optimization
- Competitive analysis
Why it matters: Professionals don’t optimize randomly. They have systematic processes. Most successful Google Ads managers spend 80% of time analyzing and only 20% making changes.
Week 11: Advanced Features & Automation
Tools you’ll leverage:
Google Ads Scripts:
- Automated budget alerts
- Performance anomaly detection
- Bid adjustments based on conditions
- Report generation
Automated Rules:
- Pause keywords with zero conversions after X spend
- Increase bids on high-performing keywords
- Email alerts for campaign issues
- Budget pacing notifications
Google Ads Editor:
- Bulk campaign creation
- Mass keyword additions
- Efficient ad copy updates
- Offline campaign building
Why it matters: Automation handles repetitive tasks so you focus on strategy. Managing 10+ campaigns manually is impossible. Automation makes it manageable.
Week 12: Strategic Thinking & Industry-Specific Optimization
Strategic skills you’ll develop:
E-commerce optimization:
- Shopping feed optimization
- Dynamic remarketing
- Customer value bidding
- Seasonal adjustment strategies
B2B lead generation:
- Long sales cycle tracking
- Multi-touch attribution
- LinkedIn audience integration
- Content marketing funnel optimization
Local business advertising:
- Location extensions
- Call-only campaigns
- Radius targeting optimization
- Google Business Profile integration
How to scale without killing performance:
- Gradual budget increases (20% weekly max)
- Campaign duplication strategy
- Geographic expansion methodology
- New keyword addition process
Handling policy violations:
- Common disapproval reasons
- Appeal process
- Prevention strategies
- Workaround solutions
Month 3 Milestone
By the end of month 3, you should:
- Think strategically about campaigns (not just tactically)
- See optimization opportunities others miss
- Approach problems systematically
- Use automation to manage multiple campaigns efficiently
- Adapt strategies for different industries and business models
Practice assignment: Create your optimization checklist for weekly, monthly, and quarterly reviews. Document every process so you can scale systematically.
Common Mistakes to Avoid
After teaching hundreds of students, these mistakes appear constantly:
1. Skipping Conversion Tracking
The mistake: Running campaigns without proper tracking setup. “I’ll add tracking later.”
Why it’s fatal: You’re flying blind. Can’t optimize what you don’t measure. Later never comes.
The fix: Set up conversion tracking BEFORE activating campaigns. Test thoroughly.
2. Using Only Broad Match Keywords
The mistake: Adding broad match keywords without understanding implications.
Why it’s fatal: Your “plumber” keyword triggers for “how to become a plumber” and “plumber salary.” You waste money on irrelevant traffic.
The fix: Start with Phrase and Exact match. Add broad match selectively after you understand search term patterns.
3. Ignoring Search Terms Report
The mistake: Never checking which actual searches triggered your ads.
Why it’s fatal: You miss both opportunities (good searches not yet keyworded) and waste (irrelevant searches needing negative keywords).
The fix: Check search terms weekly. Add negatives. Add high-performing searches as keywords.
4. Changing Too Much Too Fast
The mistake: Making 10 changes simultaneously when performance drops.
Why it’s fatal: You can’t identify which change fixed (or worsened) the problem.
The fix: Change one variable at a time. Wait 3-7 days to measure impact. Then make next change.
5. Optimizing Without Data
The mistake: Pausing keywords after 20 clicks with zero conversions.
Why it’s fatal: 20 clicks isn’t statistically significant. Your conversion rate might be 2% (needs 50+ clicks to show one conversion).
The fix: Wait for statistical significance. Generally: 100+ clicks or 2x your target CPA in spend before judging performance.
6. Ignoring Quality Score
The mistake: Focusing only on bids and budgets, ignoring Quality Score signals.
Why it’s fatal: Low Quality Score = higher CPCs and worse ad positions. You pay more for worse results.
The fix: Regularly review Quality Score components. Improve ad relevance, expected CTR, and landing page experience.
7. Setting “Fire and Forget” Campaigns
The mistake: Creating campaigns, then checking them once per month.
Why it’s fatal: Google Ads is dynamic. Competitors change bids. Seasons shift. New search terms emerge. Your campaign becomes stale.
The fix: Follow systematic optimization schedule: daily checks, weekly optimization, monthly strategy review.
Your Next Steps
You now have the complete 90-day roadmap. Here’s how to start:
Step 1: Download the Free Google Ads Account Audit Checklist
This 47-point checklist is the exact process Online Labs uses to analyze campaigns and find optimization opportunities.
Perfect for tracking your progress as you implement this roadmap.
Download Free Audit Checklist →
Step 2: Get Structured Training
Random YouTube videos won’t cut it for systematic learning. You need comprehensive training that follows logical progression.
Online Labs Google Ads Masterclass includes:
✅ Complete 90-day curriculum (this exact roadmap)
✅ Professional templates and frameworks
✅ Real campaign examples and case studies
✅ Live Q&A sessions with Dan
✅ Private community of 500+ marketers
✅ Monthly updates with latest Google features
Perfect for:
- Beginners starting from zero
- Marketers adding Google Ads to their skillset
- Freelancers building agency services
- Business owners reducing agency dependency
Step 3: Create Your Learning Schedule
Block 30-45 minutes daily for focused learning. Not “when I have time”—scheduled time.
Sample daily schedule:
- Monday-Wednesday: Video lessons (new concepts)
- Thursday: Hands-on practice (build campaigns)
- Friday: Review and test knowledge
- Weekend: Implement on real campaigns
Step 4: Join the Community
Learning alone is hard. Join other Google Ads professionals who are on the same journey.
Online Labs Community offers:
- Daily discussions about Google Ads strategies
- Campaign reviews and feedback
- Job opportunities and client referrals
- Weekly mastermind sessions
- Direct access to Google Ads experts
FAQ
Basic competency: 30 days of focused learning
Professional level: 90 days following this roadmap
Expert mastery: 6-12 months managing real campaigns
Timeline assumes 30-45 minutes daily of active learning with real implementation.
No. Certification tests theory, not practical skill. Most certified people can’t run profitable campaigns.
Focus on real campaign experience first. Get certified later if clients require it.
Minimum: $5-10 per day ($150-300/month)
Recommended: $15-20 per day for faster learning
Start small. You’re buying education, not ROI. The skills you gain are worth 100x the practice budget.
Technically yes, but scattered free content takes 3x longer and creates knowledge gaps.
Free YouTube videos work for specific questions. Structured courses work for systematic mastery.
Investment in proper education pays back within your first client project.
You will. Everyone does. That’s part of learning.
Start with small budgets to minimize costly errors. Follow this roadmap systematically to avoid common mistakes.
The most expensive mistake? Not learning at all and staying dependent on agencies forever.
Initially, no. Learn all campaign types to understand when to use each.
After 3-6 months, consider specializing based on:
- Your interests (e-commerce, local, B2B)
- Market demand (check job boards)
- Competitive advantage (your unique skills)
Month 1: Don’t try. Focus on learning fundamentals.
Month 2: Offer free campaign audit to local businesses. Practice your skills.
Month 3: Start charging. Many students land first client at $500-2000/month retainer.
Proven approach:
- Build case study with discounted/free work
- Document results (screenshots, metrics)
- Create professional proposal template
- Reach out to similar businesses with proof
Google Ads changes constantly. Stay current through:
- Google Ads official blog (major updates)
- Online Labs newsletter (practical insights)
- Industry communities (real practitioner discussions)
- Test new features (hands-on experience)
Avoid: Outdated courses from 2020. Google Ads today is completely different.
Ready to Master Google Ads?
This 90-day roadmap has helped 500+ students go from complete beginners to confident Google Ads professionals managing $50K+ budgets.
The difference between success and frustration?
Following a systematic plan instead of random learning.
You now have the complete roadmap. The question is: will you implement it?
Next step: Download the free audit checklist and start Month 1 today.
About the Author
Dan Kabakov
Dan is the founder of Online Labs and has over 10 years of Google Ads experience managing campaigns worth $5M. He built a six-figure digital marketing business that allows him to work from anywhere as a digital nomad. Dan is a Google Certified Partner and has helped 500+ students master Google Ads through his systematic approach. His Google Ads Masterclass teaches the exact frameworks that transformed his career from employee to successful entrepreneur.
