Course Overview

Digital Marketing Mastery: AI SEO (GEO) & Google Ads

This AI SEO and Google Ads 2-day public training programme brings together two high-demand digital competencies into one powerfully integrated learning journey. Participants will master both the emerging frontier of AI-driven search (Generative Engine Optimisation) and the performance-driven world of Google paid advertising — equipping them with end-to-end digital visibility and lead generation skills.

Day 1 equips participants with practical skills to optimise content not only for traditional search engines like Google Search, but also for AI-driven discovery platforms such as ChatGPT, Perplexity AI, and Google Gemini. As SEO evolves into Generative Engine Optimisation (GEO), participants will learn how to ensure their content is referenced, summarised, and trusted by AI systems.

Day 2 transitions into Google Ads — where participants develop hands-on competency in building, launching, and optimising paid search campaigns. The programme covers the complete advertising journey, from strategic channel selection and keyword research through to Performance Max deployment, WhatsApp lead funnels, and data-driven optimisation using GA4.

AI SEO and Google Ads Training is an HRDC Claimable in-house programme designed to help marketing professionals improve online visibility, generate qualified leads, and maximize digital marketing performance. Participants will learn Generative Engine Optimization (GEO), AI-powered SEO strategies, Google Ads campaign management, keyword research, conversion optimization, and performance measurement using the latest digital marketing techniques.

Course Objectives

Upon completion of this AI SEO and Google Ads 2-day programme, participants will be able to:

DAY 1 — AI SEO & Generative Engine Optimisation (GEO)

• Understand the evolution from traditional SEO to AI-driven search (GEO) and how generative engines change content discovery

• Identify how AI platforms such as ChatGPT, Perplexity AI, and Google Gemini retrieve, evaluate, and present information

• Apply core SEO principles within an AI context, including intent, semantics, and entity-based optimisation

• Develop AI-optimised content structures that increase the likelihood of being cited and summarised by generative engines

• Use AI tools effectively to generate, refine, and scale SEO content while maintaining accuracy and authority

• Design integrated search strategies combining website, social, and community platforms for maximum visibility

• Build a practical GEO (Generative Engine Optimisation) framework tailored to their business or organisation

DAY 2 — Google Ads Masterclass

• Distinguish between Google Ads, Facebook Ads, and Organic SEO and select the appropriate channel for marketing objectives

• Develop a keyword strategy tailored to business goals

• Apply keyword match types, negative keyword filters, and geofencing techniques to maximise campaign relevance

• Structure Google Search campaigns using proven copywriting formulas

• Configure and launch Performance Max (PMax) campaigns with properly prepared asset groups and audience signals

• Build Click-to-WhatsApp lead funnels and lead capture forms integrated with customer engagement scripts

• Set up custom GA4 tracking events to measure campaign performance and lead quality

• Interpret GA4 traffic and conversion reports to continuously optimise ad budgets and campaign performance

Course Methodology

This AI SEO and Google Ads programme employs a blended, participant-centred instructional approach across both days to ensure knowledge is understood conceptually and applied practically from day one:

• Instructor-Led Facilitation — structured delivery by an experienced practitioner with real-world campaign expertise; concepts introduced through clear explanations and live case examples

• Live Platform Demonstrations — real-time demonstrations within AI tools, Google Ads, and GA4 interfaces, allowing participants to observe practical workflows as they are actually used

• Guided Hands-On Lab Activities — participants work on real or simulated accounts to complete exercises including content creation, keyword building, geofencing setup, and GA4 configuration

• Copywriting Workshops — dedicated sessions practising AI-optimised content and Google Ads copy, with peer review and trainer feedback

• Short Concept Explanations — concise, business-focused theory to support practical application without cognitive overload

• Real Business Case Studies and Scenario-Based Problem Solving — applying learning to realistic business challenges across industries

• Group Discussions and Reflection — small-group discussions to reinforce decision-making and strategic thinking

• Q&A and Troubleshooting Sessions — dedicated open-floor time at the end of each module to address participant-specific challenges

Who Should Attend

This AI SEO and Google Ads programme is suitable for professionals across industries who are ready to build practical, results-driven digital marketing skills:

• Marketing Managers & Executives seeking to lead AI-driven and paid digital campaigns

• SME Business Owners and Entrepreneurs who want to independently manage and grow their online presence

• Content Creators & Copywriters transitioning into AI-optimised content strategy

• Digital Marketing Professionals looking to upskill across SEO, GEO, and Google Ads

• SEO Specialists evolving into AI SEO and Generative Engine Optimisation

• Sales Managers and In-House Marketing Staff managing advertising budgets and lead generation

Prerequisite: No prior AI SEO or Google Ads experience is required. Participants should be comfortable with basic internet usage. A Google account (Gmail) is required for Day 2 hands-on lab activities.

Course Content

DAY 1 | AI SEO (GEO): Optimising for Search & Generative AI Engines

Module 1: The Shift — Traditional SEO to Generative Engine Optimisation (GEO)

• From keywords to context, intent, and AI-generated answers

• How AI engines think: retrieval and generation explained

• Difference between traditional SEO ranking and AI citation & summarisation

• Why visibility on ChatGPT, Perplexity, and Gemini matters for your business

Module 2: How AI Engines Rank & Select Content

• E-E-A-T in the AI context: Experience, Expertise, Authority, Trust

• Structured vs unstructured content — what AI prefers

• Why platforms like Reddit, Quora, and blogs dominate AI answers

• Content formats AI favours: Lists, Definitions, Comparisons, Step-by-step guides

Module 3: GEO Content Framework — AI-First Content Design

• Answer-first writing methodology

• Semantic layering and entity-based SEO

• Context stacking for AI visibility

• Practical content structure: Question → Direct Answer → Expansion → Proof → Summary

Module 4: AI Tools for SEO & Content Creation

• ChatGPT — content drafting and structuring

• Perplexity AI — research and citations

• Microsoft Copilot — business writing and summarisation

• DeepSeek — alternative research engine

• Workflow: AI suggests → Human validates → SEO refines

Module 5: Prompt Engineering for SEO — The CLEAR Framework

• Context, Level/Role, Expectation, Audience, Restriction

• Hands-on: Blog article generation using prompts

• FAQ generation and product page optimisation with AI

• Iterating and refining AI outputs for SEO quality

Module 6: Optimising for AI Visibility — Advanced GEO Techniques

• Featured snippet optimisation strategies

• FAQ schema thinking (without requiring technical schema)

• Entity reinforcement and internal linking for context

• Advanced concept: Citation SEO — writing to be quoted by AI

Module 7: Multi-Platform SEO Strategy — Search + AI

• Website SEO, Social SEO (TikTok, YouTube), Community SEO (Reddit, forums)

• Integrated strategy: Own → Borrow → Amplify

• Own: your website | Borrow: platforms | Amplify: AI mentions

• Building a presence that AI tools consistently reference

Module 8: Measurement & Future Strategy

• Traditional metrics: traffic and rankings

• AI Era metrics: AI mentions, citation frequency, brand recall

• Tools: Google Analytics, manual AI query testing

• Building a long-term GEO strategy for authority and visibility

DAY 2 | Google Ads Masterclass: Sales, Marketing & Lead Generation

Module 1: The Digital Marketing Ecosystem & Campaign Types

• Strategic channel selection: Google Ads vs. Facebook Ads vs. Organic SEO

• Google Ads: capturing high-intent ‘pull’ traffic

• Facebook Ads: intercepting ‘push’ traffic — discovery and lifestyle

• Driving business impact: walk-ins, calls, and hire-purchase enquiries

• Platform navigation and switching to Expert Mode for full control

Module 2: Keyword Strategy & Geofencing

• Developing a keyword matrix aligned with your business objectives

• High-intent search terms across business verticals and objectives

• Mastering Broad Match, Phrase Match, and Exact Match parameters

• Setting up Negative Keywords to filter irrelevant traffic

• Geofencing: radius targeting around business locations to eliminate wasted spend

Module 3: Campaign Architecture & Copywriting Formulas

• The ad copy formula: Feature → Benefit → Call to Action

• Linking product specifications to clear customer advantages

• Ad copywriting workshop with real campaign examples and peer feedback

• Smart Bidding and Budget Blueprints: daily spending caps and bid strategies

• Maximise Clicks strategy for beginners

Module 4: Performance Max (PMax) Masterclass

• What is Performance Max and why Google is prioritising it

• How Google’s AI automates targeting, bidding, and placements across all channels

• Asset Groups: images, text headlines, descriptions, video assets, audience signals

• Strategic PMax deployment: product launches, lead generation, promotions

• PMax vs Standard Search: when to use each for maximum ROI

Module 5: Lead Generation Funnels & GA4 Optimisation

• Configuring Click-to-WhatsApp lead funnels with pre-filled customer messages

• Building lead-capture forms: essential fields and best practices

• Providing Sales Advisors with Speed-to-Lead reply templates to engage hot leads within 15 minutes

• Setting up Custom Events in GA4 to track WhatsApp clicks and form completions

• Reading GA4 traffic reports to identify genuine leads vs. empty clicks

• Creating a continuous optimisation loop: data → insights → budget refinement