Performance marketing and paid media

å Learn the skills in demand

Paid media has become more complex and more expensive at the same time. Smart bidding, AI-driven creative, signal loss from privacy changes, and platform consolidation have all reshaped how performance campaigns work. This three-hour masterclass shows you how to run profitable paid media in this environment, with dedicated platform deep dives on Meta, Google Ads, and TikTok, plus a guided tour of the smaller platforms worth testing right now, including Reddit, Spotify, Pinterest, and LinkedIn.

You will learn how to structure campaigns for the AI era, design creative that the platforms' algorithms actually reward, fix attribution and tracking when the data is increasingly murky, and build measurement frameworks that hold up under scrutiny. Each platform-specific section covers account structure, campaign types, audience signals, creative formats, and the specific traps to avoid, so you leave with a working playbook for every channel that matters to your business.

¥ Course outline

The paid media landscape in 2026: AI bidding, signal loss, and platform consolidation
Channel selection and budget allocation: matching objectives and funnel stages to the right platforms
Google Ads deep dive: Performance Max, search, Demand Gen, YouTube, and the AI-era account structure
Meta Ads deep dive: Advantage+ campaigns, creative-led targeting, and audience signals that still matter
TikTok Ads deep dive: Spark Ads, creative formats, creator integrations, and the TikTok Shop opportunity
Smaller platforms worth testing now: Reddit, Spotify, Pinterest, and LinkedIn, and when each one earns a place in the mix
Audience strategy in a privacy-first world: first-party data, modelled audiences, and broad targeting
Conversion tracking, server-side measurement, and attribution modelling that holds up to scrutiny
Creative testing protocols across platforms: structured experiments instead of guesses
Reporting and stakeholder communication: telling the story your numbers actually tell

å Your trainer

¥ Daniel Rowles

CEO & Lead Trainer

Daniel oversees the strategy and direction of the business. He is also the host of the Digital Marketing Podcast, Programme Director at Imperial College London and an award-winning author with books in 12 languages. Daniel has been working in Digital Marketing and Digital Transformation for 23 years, and brings experience working both client side and within the agency environment. Read Daniel's bio

¥ Consultative training

Our trainers have extensive experience delivering real-world campaigns for many of the world’s leading brands. This means you are not just attending a training course but will get customised consultative insights and experience throughout the day, with suggested solutions o your individual challenges.

We pride ourselves on delivering training that is fully consultative and outputs plans that can be implemented in the real-world. All of our courses include workshop activities that generate content and plans to help you achieve your business objectives.

ø Team bookings

For team bookings, or any other enquiries, please fill out the form below and we will get back to you.

“Daniel’s ø first class training helped underpin significant year-on-year revenue uplift within Pearson UK’s team. ø New techniques learned around digital marketing and lead nurturing allowed the team to improve its efficiency, customer relevance and ultimately å generate more marketing qualified leads. It also contributed to the team’s motivation, and sharing of ideas and gave them real perspective on what é best practice looks like in B2B marketing.”

Performance marketing and paid media