By Bethany Kids — Google Ads Training
Student Training Program for Bethany Mainstreet Businesses
Using Google Ad Grants ($10,000/month)
Program Overview
Goal: Train students to create and manage Google Ads campaigns for Bethany Mainstreet businesses using the Google Ad Grants nonprofit account.
Prerequisites: Basic computer literacy, Google account (gmail), access to bybethanykids.com, access to shared Google Ads MCC account.
Total training time: ~18 hours over 4 weeks
Google Ad Grants — Key Rules (MUST KNOW)
- $2 max CPC on manual bidding — BUT "Maximize Conversions" bidding CAN exceed $2 IF conversion tracking is active
- Search campaigns only — no Display, Shopping, or Video ads
- Text ads only — no image or responsive display ads
- 5% CTR minimum — account gets paused if CTR drops below 5% for two consecutive months
- $329/day budget cap (= $10,000/month)
- No branded/trademarked keyword bidding (can't bid on "Nike" or "Apple")
- Must have 2+ ad groups per campaign and 2+ sitelink extensions
- Campaign must be geo-targeted (Bethany, OK + surrounding areas)
- Landing pages must have substantive content — no bare forms or placeholder pages
Training Modules
Module 0: Setup & Orientation
⏱ 2 hours📅 Week 1, Day 1
Understand how Google Ad Grants work, navigate the Google Ads interface, and set up the MCC structure.
Instructor-led
Module 1: Business Discovery & Keyword Research
⏱ 3 hours📅 Week 1, Day 2-3
Interview a local business owner, conduct keyword research using Google Keyword Planner, identify high-intent local search terms, build a negative keyword list.
Module 2: Landing Page Creation on bybethanykids.com
⏱ 3 hours📅 Week 1, Day 4-5
Create a high-converting landing page for each business, apply on-page SEO, set up conversion elements, ensure mobile optimization.
Module 3: Google Ads Campaign Creation
⏱ 3 hours📅 Week 2, Day 3-4
Create a complete Google Ads search campaign, write responsive search ads, configure bidding strategy, set up ad extensions.
Module 4: Magic Long-Tail Keywords & The Clicker Club
⏱ 2 hours📅 Week 2, Day 5
Identify "magic" long-tail keyword phrases, build a Clicker Club search list, train members on natural search behavior.
Module 5: GA4 Setup & Remarketing
⏱ 2 hours📅 Week 2, Day 2
Set up GA4 for bybethanykids.com, create audiences for remarketing, link GA4 to Google Ads, understand RLSA.
Module 6: Conversion Tracking
⏱ 2 hours📅 Week 2, Day 1
⚠️ CRITICAL: This module MUST be completed BEFORE launching the campaign or switching to Maximize Conversions bidding.
Set up conversion tracking in Google Ads, track calls/form submissions/button clicks, import GA4 conversions, verify conversions are recording.
Module 7: Launch & First-Week Optimization
⏱ 1 hour + daily 15min📅 Week 3
Run a pre-launch checklist, launch the campaign, monitor and optimize during the critical first 7 days, build A/B testing habits.
Module 8: Reporting & Business Review
⏱ 2 hours📅 Week 4
Create a client-facing report, explain Google Ads metrics to a non-technical business owner, make data-driven recommendations, conduct a review meeting.
Order of Operations
- Interview business owner (Module 1)
- Keyword research (Module 1)
- Build landing page on bybethanykids.com (Module 2)
- Set up conversion tracking on landing page (Module 6) ⚠️ BEFORE LAUNCH
- Set up GA4 audiences & link to Google Ads (Module 5)
- Create Google Ads campaign + ads (Module 3)
- Find magic long-tail keywords (Module 4)
- Build Clicker Club search list (Module 4)
- Launch campaign (Module 7)
- Monitor daily for 7 days (Module 7)
- Switch to Maximize Conversions bidding (Module 7)
- Monthly report + business review (Module 8)
Monthly Grant Compliance Checklist
- CTR is above 5% for the month
- All campaigns are search-only (no display/video)
- All ads are text-only (no image ads)
- 2+ ad groups per campaign
- 2+ sitelink extensions per campaign
- Geo-targeting is set (not nationwide)
- No branded/trademarked keywords
- Landing pages have substantive content (not bare forms)
- Account is active and not paused by Google
- Monthly spend is under $10,000 ($329/day)
Tools & Resources
| Tool | URL |
|---|
| Google Ads | ads.google.com |
| Google Keyword Planner | ads.google.com → Tools → Keyword Planner |
| GA4 | analytics.google.com |
| Google Search Console | search.google.com/search-console |
| AnswerThePublic | answerthepublic.com |
| Google Mobile-Friendly Test | search.google.com/test/mobile-friendly |
| Google PageSpeed Insights | pagespeed.web.dev |
| Google Forms | forms.google.com |
| Google Looker Studio | lookerstudio.google.com |