Community Workshop #7: Google Ads Crash Course: The Marketer’s Guide – Start Smart, Avoid the Traps

About this session

A hands-on, no-fluff session that gives marketers a clear, practical foundation in Google Ads — so you can launch smarter, spend more efficiently, and stop making the mistakes that quietly drain your budget.

Duration: ~60 minutes

Suitable for: Marketers with digital marketing experience who want to understand how Google Ads works and how to use it effectively

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What we’ll cover:

• How Google Ads works — the auction model, Ad Rank, and Quality Score; why the highest bid doesn’t always win and how ad quality reduces costs
• Google Ads vs. Meta Ads — the difference between capturing demand and creating demand, and how the two channels work together in the marketing funnel
• Campaign types — Search, Shopping, Video, Display, Demand Gen, and Performance Max; when to use each and why you should start with Search only
• Keywords and Match Types — the difference between Broad, Phrase, and Exact Match; how to avoid the most common mistake (Broad Match with a small budget) and why negative keywords are just as important
• Budget and bidding strategies — the Rule of Two (a quick test for ad profitability), minimum budget, and when to use Maximize Conversions vs. Target CPA
• Writing effective ads — the structure of a Responsive Search Ad, 5 rules for high performance, and why Ad Strength is not a performance metric
• Top 8 costly mistakes — from missing conversion tracking to blindly following Google’s recommendations
• How to launch and optimise — a step-by-step launch checklist and a weekly/monthly/quarterly optimisation plan
• Metrics that actually matter — ROAS, Impression Share, Quality Score, and why you should ignore Optimisation Score

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What participants will take away: a practical framework for building Google Ads campaigns, a clear understanding of which mistakes to avoid, and a concrete action plan — whether they manage campaigns themselves or work with an agency.

About the speaker

Nadya Koseva is a Growth Marketing Manager with over 15 years of experience in PPC strategy, performance optimization, and acquisition growth for SaaS and digitally-oriented companies.

Her career spans work at a UK-based agency (The Brains) and in-house roles at companies such as Studio Moderna, Trading 212, Advent Group, and Hostify, giving her an end-to-end perspective on how performance marketing works — from campaign structure and conversion tracking to optimization and reporting.

She currently works as Growth Marketing Manager at Hostify — a short-term rental management platform used by thousands of property managers worldwide.