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Google Ads Campaign Assignments

Assignment 1: Google Search Ads (Lead Generation)

Campaign Type: Search

Objective: Generate Leads

Scenario: A local dental clinic wants appointment bookings

Tasks for Students:

  1. Choose Search campaign.
  2. Select goal: Leads.
  3. Create:

    • Minimum 10 keywords (phrase & exact match)

    • 2 Responsive Search Ads

  4. Write:

    • 8–10 headlines

    • 4 descriptions

  5. Add:

    • Call Extension

    • Location Extension

  6. Create a negative keyword list (at least 10)

Assignment 2: Google Display Ads (Brand Awareness)

Campaign Type: Display

Objective: Brand Awareness

Scenario: A new fitness brand is launching gym apparel.

Tasks for Students:

  1. Create a Display campaign.
  2. Choose Brand Awareness & Reach goal.
  3. Define targeting:

    • Custom intent audience

    • Interest-based audience

  4. Design:

    • 3 banner sizes (example: 300×250, 728×90, 1080×1080)

  5. Set frequency cap.

Assignment 3: Google Video Ads (YouTube Campaign)

Campaign Type: Video

Objective: Product Consideration

Scenario: An online course platform wants more enrollments

Tasks for Students:

  1. Choose YouTube Video campaign.
  2. Select ad format:

    • Skippable in-stream

    • In-feed video ad

  3. Write:

    • Video hook (first 5 seconds)

    • CTA message

  4. Target:

    • Keywords

    • Topics

    • In-market audience

  5. Decide bidding: CPV or Max Conversions.

Assignment 4: Google Shopping Ads (E-commerce Sales)

Campaign Type: Shopping

Objective: Sales

Scenario: An online electronics store selling smartphones

Tasks for Students:

  1. Explain Merchant Center setup.
  2. Create a Standard Shopping campaign.
  3. Optimize:

    • Product title

    • Product description

  4. Segment products by:

    • Brand

    • Price range

  5. Decide bidding strategy.

Assignment 5: Performance Max Campaign (Full Funnel)

Campaign Type: Performance Max

Objective: Leads or Sales

Scenario: A real estate developer wants property inquiries

Tasks for Students:

  1. Choose Performance Max campaign.
  2. Create asset groups:

    • Headlines (5)

    • Descriptions (5)

    • Images (ideas)

    • Videos (ideas)

  3. Define:

    • Audience signals

    • Conversion goals

  4. Budget & bidding strategy.

Assignment 6: Local Search Ads (Calls Focused)

Campaign Type: Search

Objective: Phone Calls

Scenario: A 24×7 plumbing service wants emergency calls

Tasks for Students:

  1. Create Call-Only Search Ads.
  2. Choose business hours & call tracking.
  3. Write:

    • 2 call ad headlines

    • 2 descriptions

  4. Add negative keywords (free, DIY, job, salary).
  5. Choose bidding: Maximize Calls.

Deliverables:

  • Call ad copy

  • Keyword list

  • Call strategy explanation

Assignment 7: Remarketing Display Campaign

Campaign Type: Display

Objective: Remarketing

Scenario: A travel website wants to retarget users who searched flights but didn’t book

Tasks for Students:

  1. Create remarketing audience (visited page, no purchase).
  2. Design:

    • 2 banner creatives

  3. Write urgency-based ad copy.
  4. Set frequency cap.
  5. Exclude converters.

Assignment 8: App Promotion Campaign

Campaign Type: App

Objective: App Installs

Scenario: A food delivery app wants more installs

Tasks for Students:

  1. Choose App campaign.
  2. Write:

    • 5 short text assets

    • 5 long text assets

  3. Add app store deep links.
  4. Target Android/iOS users.
  5. Decide CPI bidding.

Assignment 9: Competitor Keyword Campaign

Campaign Type: Search

Objective: Lead Capture

Scenario: An ed-tech platform wants to bid on competitor brand keywords

Tasks for Students:

  1. Research 5 competitor keywords.
  2. Create:

    • Separate ad group for competitors

  3. Write compliance-safe ad copy.
  4. Set higher CPC bids.
  5. Explain risks & policy rules.

Assignment 10: B2B Lead Generation Campaign

Campaign Type: Search

Objective: B2B Leads

Scenario: A software company selling CRM solutions

Tasks for Students:

  1. Select high-intent B2B keywords.
  2. Write:

    • Pain-point based ads

  3. Create landing page structure.
  4. Use Lead Form Extension.
  5. Choose bidding: Maximize Conversions.

Deliverables:

  • Keyword intent breakdown

  • Ad copy

  • Funnel explanation

Assignment 11: Seasonal Campaign Planning

Campaign Type: Search + Display

Objective: Sales

Scenario: An online fashion brand running a Diwali sale

Tasks for Students:

  1. Keyword planning for seasonal intent.
  2. Create countdown ad copy.
  3. Adjust budgets & bids.
  4. Set campaign start & end dates.
  5. Explain scaling strategy.

Assignment 12: Landing Page Optimization (Google Ads Focus)

Campaign Type: Search

Objective: Improve Conversion Rate

Scenario: Low conversions despite high traffic

Tasks for Students:

  1. Analyze landing page issues.
  2. Suggest:

    • CTA improvements

    • Headline changes

  3. Improve Quality Score factors.
  4. Match ad copy with landing content.
  5. Add conversion tracking.

Assignment 13: Smart Bidding Strategy Test

Campaign Type: Search

Objective: CPA Reduction

Scenario: High cost per lead

Tasks for Students:

  1. Compare:

    • Manual CPC

    • Maximize Conversions

    • Target CPA

  2. Decide winning strategy.
  3. Budget reallocation plan.
  4. Conversion data requirements.
  5. Learning phase explanation.

Assignment 14: International Google Ads Campaign

Campaign Type: Search

Objective: Global Leads

Scenario: A SaaS company targeting USA, UK & Australia

Tasks for Students:

  1. Separate campaigns per country.
  2. Currency & timezone setup.
  3. Keyword localization.
  4. Ad copy localization.
  5. Conversion tracking per region.

Deliverables:

  • Campaign structure

  • Localization strategy

  • Reporting plan

Assignment 15: Google Ads Audit Assignment

Campaign Type: Audit

Objective: Performance Improvement

Scenario: An existing Google Ads account with poor ROI

Tasks for Students:

  1. Identify 10 mistakes.
  2. Suggest improvements in:

    • Keywords

    • Ads

    • Targeting

  3. Quality Score optimization.
  4. Budget wastage areas.