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Track 02 · Syllabus

Lead Gen Architect

A Google Skillshop–anchored curriculum for CRM-attached revenue — Search, PMax, offline conversions, and Local Services Ads.

Modules
8
Total hours
40
Source
Google Skillshop
Cert path
Google Ads Search + Measurement + AI-Powered Performance
M01 · Skillshop · Google Ads Search

Google Ads Search Certification

6h
  • Structure SKAGs vs. broad-match + Smart Bidding
  • Write RSAs that clear the strength bar without losing intent
  • Pass the Search Certification exam
M02 · Skillshop · Google Ads Measurement

Google Ads Measurement Certification

5h
  • Configure GA4 conversions & cross-domain measurement
  • Deploy Enhanced Conversions for Web + Leads
  • Turn on Consent Mode v2 with a CMP
M03 · Skillshop · Google Ads AI-Powered Performance Certification

AI-Powered Performance (PMax)

5h
  • Build asset groups by search theme, not by product
  • Feed value rules & customer-lifetime-value signals
  • Diagnose PMax with the Insights + Asset reports
M04 · Skillshop · Grow Offline Sales with Google Ads

Offline Conversion Tracking (OCT)

5h
  • Push HubSpot / Salesforce stages back as OCTs via GCLID
  • Bid to Qualified Lead and Closed-Won, not Form Submit
  • Reconcile CRM revenue in Google Ads reports
M05 · Skillshop · Local Services Ads Fundamentals

Local Services Ads (LSA)

3h
  • Complete Google Screened / Guaranteed verification
  • Dial job types, service areas, and bid mode
  • Dispute bad leads to keep CPL honest
M06 · Microsoft Advertising Learning Lab

Microsoft Advertising — Bing Search

4h
  • Import from Google Ads and prune the noise
  • Leverage LinkedIn Profile Targeting for B2B
  • Run Bing Shopping + Audience Ads
M07 · Google Analytics Academy · sGTM

Server-Side Tagging & sGTM

6h
  • Stand up sGTM on Cloud Run / Stape
  • Route Google Ads, GA4, Meta CAPI through one server container
  • Recover 15–30% of lost conversions post-iOS
M08 · Google Skillshop

Certification Lab — Skillshop Stack

6h
  • Sit Search, Measurement, and AI-Powered Performance
  • Cohort case-study: scale a $50k/mo local services brand
  • Ship a measurement doc to your CRO

Ready to enroll in Lead Gen Architect?

Cohorts run every 6 weeks. Modules ship straight from Google Skillshop, taught by operators who bill on it.

See upcoming cohorts →