DMI Track
Paid Search and AI-Driven PPC Strategy
Build high-performing paid search systems using AI with control, clarity, and measurable impact. Paid Search and AI-Driven PPC Strategy equips performance marketers to design, execute, and optimise full-funnel search campaigns using AI-assisted bidding, targeting, and automation, while maintaining strategic control and performance accountability. Move beyond platform-focused, isolated tactics. Develop an integrated PPC workflow that connects campaign structure, AI execution, optimisation systems, and attribution-led reporting to drive sustained conversion growth.
63%
Be More Employable
63% of employers say that they are more likely to hire candidates with an AI skills certification on their CV.
61%
Stay Relevant with AI
of employers say that candidates with a DMI certification on their CV have an increased chance of getting hired.*
62%
Drive Revenue
62% of marketers believe that AI will have an impact on increasing their revenue.
By the Industry, For the Industry
DMI Courses are developed and constantly updated under the guidance of DMI Global Industry Advisory Council, including some of the most influential marketers globally, to ensure that the course content and curriculum reflect the latest trends, practical skills, tools and best practices in the industry. Download a course brochure to learn more about course content and modules.
Colin Westcott-Pitt
Global Chief Brand Officer
Glambia Performance Nutrition
Courtney Sembler
Senior Manager
Hubspot
Olivia Kearney
Global Marketing Manager
Microsoft Advertising
Microsoft
Ruth Ballett
Head of YouTube Ads Marketing, EMEA
Youtube
Brian Lavery
Head of Shopping Ads
Google (UK & IE)
Former MD AccuWeather
Neil Patel
Founder
Neil Patel Digital
Tom Kendall
Global Product Marketing & Communications Leader
IBM
Tyrona (Ty) Heath
Director, Market Engagement,
The B2B Institute
Barry Thomas
Senior Global Thought Leader
Kantar
Adara Brown
VP of Growth
American Marketing Association
Sarah McIlroy
Dean of BPP Business School
BPP University
Prof. Dave Keighron
Professor of Marketing and Entrepreneurship
University Canada West & Douglas College
Neal Schaffer
Founder
Fractional CMO and Author
Nealschaffer.com
Colin Westcott-Pitt
Global Chief Brand Officer
Glambia Performance Nutrition
Courtney Sembler
Senior Manager
Hubspot
Olivia Kearney
Global Marketing Manager
Microsoft Advertising
Microsoft
Ruth Ballett
Head of YouTube Ads Marketing, EMEA
Youtube
Brian Lavery
Head of Shopping Ads
Google (UK & IE)
Former MD AccuWeather
Neil Patel
Founder
Neil Patel Digital
Tom Kendall
Global Product Marketing & Communications Leader
IBM
Tyrona (Ty) Heath
Director, Market Engagement,
The B2B Institute
Paid Search and AI-Driven PPC Strategy
[price:TRACK_PPCAI-std]
Enrollment Deadline is Mar 29th
Course Overview
Duration
5.5 Hours Self Paced Learning
Enrollment
Enroll by Mar 29th
FORMAT
100% Online - On Demand
CERTIFICATION
Associate Certificate
Paid Search and AI-Driven PPC Strategy Course Overview
This course develops practical paid search skills across planning, campaign structure, AI-enabled execution, optimisation, and performance analysis. You’ll learn how paid search captures intent-led demand, how to build campaigns that reduce waste and improve return, and how to measure impact using KPIs, conversion tracking, attribution, and integrated analytics.
↗4 Interactive Modules.
↗Associate Level Certification.
↗5.5 Hours of self-paced learning content.
↗DMI Professional Membership included
↗Access to the world's largest library of digital marketing resources.
↗Practical Toolkits and Templates.
Key skills and competencies you will gain
↗Full-Funnel Search Performance Planning↗GA4 Integration↗Paid Search Strategy & Campaign Structure ↗Keyword Research & Targeting ↗AI-Assisted Campaign Execution ↗Smart Bidding & Performance Max Strategy ↗Advanced PPC Optimisation ↗Budgeting ↗Remarketing & Shopping Campaigns ↗Conversion Tracking & Attribution ↗PPC Reporting & Performance Analysis
Who's It For?
PPC & Performance Marketers: Improve campaign efficiency and return bycombining strong structure with AI-assisted bidding and optimisation.
Acquisition & Growth Practitioners: Build intent-led search strategies thatdrive qualified traffic and increase conversions.
Digital Marketing Generalists & Managers: Strengthen your ability to plan,execute, and measure full-funnel paid search activity.
Marketers Adopting AI in Search: Learn how to use AI features strategically while maintaining performance control and measurement confidence.
Career Advancers in Paid Search: Develop practical skills across Google Ads execution, optimisation, and reporting.
What you'll learn
4 Modules • Approx 5.5 hours Learning content
Module 1 - Paid Search Fundamentals and Campaign Setup
Understand paid search as an intent-led inbound channel and how search behaviour aligns with the purchase journey. Build keyword strategies, create strong ads and assets, and align landing pages to improve conversion performance.
Knowledge Gain:
Purchase decision process PPC structure & targeting Paid vs organic vs AI-assisted search Keyword strategy Ad copy elements Ad assets
Module 2 - Using AI to Execute Paid Search Campaigns
Build and activate campaigns in Google Ads while understanding how AI supports setup, bidding, targeting, and creative execution. Evaluate where AI-driven campaign types help and where control matters.
Knowledge Gain:
Campaign creation Using AI with Google Ads AI-assisted Smart Bidding AI and creative ad production Performance Max AI Max for Search
Module 3 - AI-Driven Paid Search Optimization
Optimise performance through budgeting, forecasting, impression share, Quality Score, bid strategies, and advanced PPC techniques. Use tools for scheduling, remarketing, Shopping, experimentation, and campaign editing to drive continuous improvement.
Knowledge Gain:
Auction insights & impression share Increasing Quality Score Bidding best practices Shopping + Merchant Center Shopping optimisation Google Ads Editor
Toolkits included:
Chat GPT Prompts for your Digital Marketing Strategy
Module 4 - Paid Search Reporting and Performance Analysis
Measure and improve PPC using KPIs, conversion tracking, attribution, and reporting across Google Ads and GA4. Build a reliable measurement foundation to guide smarter optimisation decisions.
Knowledge Gain:
KPIs Paid search metrics Google Tag Manager Conversion optimisation & attribution GA4 + Google Ads
Toolkits included:
Learn from global industry experts
Our courses are taught by industry leading skills experts with relevant career ready content.
Join a community & get tools for life
Join 300,000+ members and access Webinars, Toolkits, Digital Trends, Podcasts, Continuing Professional Development (CPD) and more.
Globally recognized certification
Wanted and demanded around the globe, the DMI certification framework opens doors. Share on LinkedIn and be noticed.
300,000+ Members trust DMI to Progress their Career
Digital Marketing Institute has 300,000+ members and alumni across the globe. As well as learning the latest in digital marketing, you'll be joining a network of thousands of members and graduates with the same passion for this fascinating, modern discipline.
I would recommend their courses to others, they're certainly worth the investment.
Victoria T, UK
DMI showed genuine interest and commitment to my future and to helping me achieve my goals.
Phillip Q, Canada
Completing the online training has been fantastic! I've learnt so much valuable information.
Adam H, UK
From day 1 DMI were super accessible and available to help, pretty much in real time.
Irina, Canada
I was really happy with my course... very modern and presented for "easy digestion".
Amelie, Germany
Our 300,000+ Members work for companies like:
Globally recognized certification
How is this short course assessed?
It’s trouble free. The assessment is undertaken online, with a 40 question multiple choice exam. You can take this in the comfort of your own home.
Successful completion leads to an Associate level certification.
Who is this course aimed at?
-Performance-Focused Professionals: Marketers who have performance in mind and are looking for efficiency and impact on key KPIs and business metrics such as lead generation, channel and campaign optimization for ROI, revenue, ROAS, and beyond.
-Senior Marketers and Leaders: Ideal for markets who are responsible for building and executing marketing strategies.
-Familiar with AI Tools: Those already familiar with the basics of AI and seek to deepen their skills.
Do I need to have a marketing background?
This advanced course is ideal for markets who are already familiar with the basics of AI. If you don’t have any background in marketing or are familiar with the basics of AI, we’d recommend our AI in Digital Marketing course.
How long does it take to complete?
You’ll have 12 weeks to complete and approximately 5.5 hours of content. You then take a 40-question multiple-choice exam online. This leads to an Associate level certification.
What if I want to learn more?
If you wish to keep studying with DMI, we have a full range of additional short courses, Professional Certificates, Professional Diplomas and Post Graduate courses. Click here for more info.
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Become Certified in Paid Search and AI-Driven PPC Strategy
Join 80k+ DMI Certified Digital Marketing Professionals. Take your skills, knowledge and career to the next level.
€11k
Get Rewarded
Graduates who said they got a salary increase (74%), got €11k (22%) increase on average.**
87%
More Employable
of employers globally say that they are more likely to hire candidates with a DMI Certification on their CV.*
44%
Get Promoted
of graduates got a promotion within 12 months after completing their certification.**
Source: DMI Chief Marketing Officer Survey 2024* DMI Alumni Survey 2024**
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Join 300.000+ Members
[price:TRACK_PPCAI-std]
Installments
Pay in 3 easy installments
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