Google Ads is a high-demand skill with free official training directly from Google. No other advertising platform offers this level of free education from the source. This guide shows you exactly how to learn Google Ads without spending money and what that free learning can and cannot achieve.
Google Skillshop: Official Free Training
Google Skillshop (formerly Academy for Ads) is Google's official learning platform. Everything is free.
How to Access
- Go to skillshop.withgoogle.com
- Sign in with your Google account
- Navigate to Google Ads courses
- Choose your certification path
What You Get
- Video lessons explaining concepts
- Reading materials with deeper detail
- Practice assessments (optional)
- Final certification exams
- Digital certificate upon passing
- Badge for your LinkedIn profile
Learning Format
Each certification has multiple modules. You can:
- Study at your own pace
- Skip topics you already know
- Revisit content anytime
- Take the exam when ready
Google Ads Certifications Explained
Google offers several certifications. Here's what each covers:
Google Ads Search Certification
What it covers:
- How Search campaigns work
- Keyword research and match types
- Ad creation and extensions
- Bidding strategies
- Campaign optimization
- Quality Score
Why it matters: Search ads are the foundation of Google Ads. Most PPC jobs require this skill. This should be your first certification.
Exam details: 50 questions, 75 minutes, 80% to pass
Google Ads Display Certification
What it covers:
- Display Network overview
- Audience targeting options
- Responsive display ads
- Placement targeting
- Remarketing campaigns
- Performance measurement
Why it matters: Display ads reach users beyond search, important for awareness and remarketing campaigns.
Google Ads Video Certification
What it covers:
- YouTube advertising formats
- Video campaign types
- Audience targeting for video
- Creative best practices
- Measurement and optimization
Why it matters: Video is growing rapidly. YouTube Ads are increasingly important for brands.
Google Ads Shopping Certification
What it covers:
- Merchant Center setup
- Product feed management
- Shopping campaign structure
- Smart Shopping campaigns
- Performance Max for retail
Why it matters: Essential for e-commerce marketing. High demand in retail sectors.
Google Ads Measurement Certification
What it covers:
- Conversion tracking setup
- Attribution models
- Google Analytics integration
- Performance analysis
- Data-driven decision making
Why it matters: Measurement skills separate good marketers from great ones. Understanding data is essential.
Google Ads Apps Certification
What it covers:
- App promotion campaigns
- App install campaigns
- App engagement campaigns
- Measurement for apps
Why it matters: Relevant if you work with mobile apps. Niche but valuable.
Recommended Certification Order
Follow this sequence for efficient learning:
Essential (Get These First)
- Google Ads Search: Foundation of PPC
- Google Ads Display: Expands reach understanding
- Google Ads Measurement: Data and tracking skills
Valuable Additions
- Google Ads Video: Growing importance
- Google Ads Shopping: If interested in e-commerce
Time Investment
| Certification | Study Hours | Difficulty |
|---|---|---|
| Search | 20-30 hours | Medium |
| Display | 15-20 hours | Medium |
| Measurement | 15-25 hours | Medium-Hard |
| Video | 10-15 hours | Easy-Medium |
| Shopping | 15-20 hours | Medium |
YouTube Tutorials Recommended
Supplement Skillshop with these YouTube resources:
Official Google Channel
Google Ads YouTube channel provides:
- Platform update announcements
- Best practice videos
- Case studies and examples
- New feature walkthroughs
Recommended Third-Party Channels
Surfside PPC:
- Detailed step-by-step tutorials
- Covers beginner to advanced
- Very practical approach
Aaron Young (Define Digital):
- Strategic thinking focus
- Real campaign examples
- Account structure guidance
Solutions 8:
- Advanced tactics
- Ecommerce focus
- Real case studies
How to Use YouTube Effectively
- Watch after completing Skillshop basics
- Focus on tutorials from the last 1-2 years (platform changes)
- Take notes and implement immediately
- Don't just watch; practice along
Practice With Small Budget
Theory without practice is incomplete. Spend small amounts to learn by doing.
Why You Need Hands-On Practice
- Certifications test knowledge, not skills
- Real campaigns behave differently than examples
- Mistakes with small budgets teach lasting lessons
- You build portfolio evidence
How to Practice Affordably
Option 1: Personal project
- Create a simple blog or portfolio website
- Run ads with ₹500-1000 budget
- Learn campaign setup, monitoring, optimization
- Document results for your portfolio
Option 2: Help a small business
- Offer to manage ads for a local business
- They provide budget, you provide skills
- Real business objectives and accountability
- Get a testimonial for your work
Option 3: Affiliate marketing
- Promote affiliate products with Google Ads
- Learn with your own money at stake
- Potential to earn while learning
- Teaches ROI thinking quickly
What to Practice First
- Setting up a Search campaign from scratch
- Keyword research and selection
- Writing effective ad copy
- Setting up conversion tracking
- Reading and interpreting reports
- Making optimization decisions
Timeline to Competency
How long until you're job-ready?
Month 1: Foundation
Week 1-2:
- Complete Google Ads Search certification modules
- Pass the certification exam
Week 3-4:
- Set up a practice campaign
- Learn the interface hands-on
Month 2: Expansion
Week 1-2:
- Complete Display certification
- Set up a Display campaign
Week 3-4:
- Complete Measurement certification
- Set up conversion tracking
Month 3: Practice
Entire month:
- Run and optimize multiple campaigns
- Document results and learnings
- Create case studies
- Watch advanced YouTube tutorials
After Month 3
With certifications and practice, you have:
- Recognized credentials
- Basic platform competency
- Portfolio evidence
You're ready for entry-level PPC roles or to continue advancing skills.
Exam Tips for Success
Maximize your chances of passing:
Before the Exam
- Complete all learning modules (don't skip)
- Take practice assessments
- Review areas where you scored low
- Use flashcards for memorization items
During the Exam
- Read questions carefully (they can be tricky)
- Watch for "always," "never," "best" in questions
- Don't spend too long on any single question
- Flag difficult questions and return later
- Use the full time available
If You Fail
- Don't worry; you can retry after 24 hours
- Review the topics you struggled with
- Many successful marketers failed first attempts
- The learning matters more than the pass
Moving from Free to Paid Learning
Free resources have limits. Know when to invest.
What Free Learning Provides
- Platform knowledge and certification
- Basic setup and management skills
- Understanding of concepts and terminology
- Foundation for further learning
What Free Learning Lacks
- Real campaign experience with meaningful budgets
- Feedback on your work from experts
- Strategic thinking (not just platform mechanics)
- Industry-specific knowledge
- Career guidance and placement support
When to Consider Paid Training
- You want to accelerate learning with expert guidance
- You need hands-on experience with real campaigns
- You want placement support for your first PPC job
- You're stuck at a plateau in self-learning
For our detailed beginner's tutorial, see Google Ads tutorial for beginners.
For broader free digital marketing learning, see our free learning resources guide.
Beyond Certifications: Building Real Skills
Certifications are a starting point, not the destination.
What Employers Actually Want
- Results: Can you generate leads or sales profitably?
- Problem-solving: Can you diagnose and fix underperforming campaigns?
- Strategic thinking: Can you develop campaign strategies, not just execute them?
- Communication: Can you explain results to clients or stakeholders?
Building These Skills
- Run real campaigns with real budgets
- Track results and analyze what worked
- Read case studies from agencies
- Follow PPC blogs and communities
- Practice reporting and presentation
At WorkDyn, our digital marketing training goes beyond certification preparation. We provide hands-on campaign experience, strategic thinking development, and the practical skills employers actually need. Contact us to learn how we can accelerate your Google Ads career beyond what free resources alone can offer.