CURV 822 - Google Ads Performance Max Campaign Strategy
Course Description
The ability to design and manage high-performing Performance Max campaigns is a key differentiator in today’s digital marketing ecosystem. Whether you're expanding your skill set or aiming to validate your expertise, this microcredential confirms your ability to create data-driven strategies using Google’s most advanced ad format.
In Google Ads Performance Max Strategy, you’ll demonstrate your mastery of campaign planning, optimization, and reporting across all Google inventory. This assessment-based microcredential evaluates your ability to harness automation and machine learning to drive conversions and performance at scale.
You will also be required to:
- Set up audience signals and asset groups that align with business goals
- Define campaign objectives, budgets, and bid strategies to meet specific performance targets
- Analyze performance insights to identify opportunities for optimization and inform informed decision-making
- Lead performance-driven campaigns that maximize reach, efficiency, and return on investment (ROI)
What to Expect
Once you register, you’ll gain access to resources and exercises to help you refresh your skills in Performance Max advertising. Next, you’ll complete an assessment to showcase your ability to plan and optimize a comprehensive Google Ads Performance Max campaign. An expert will review your submission and provide personalized feedback. If you meet our standard for expertise, you’ll earn a Toronto Metropolitan University Curv microcredential from The Chang School that validates your ability to:
- Analyze a client brief to define campaign goals, audience targeting, and asset requirements
- Design a Performance Max campaign strategy that leverages automation to maximize reach and conversions
- Set budgets, bid strategies, and conversion goals that align with performance KPIs
- Structure asset groups and audience signals to enhance ad relevance and efficiency
- Justify your strategy by clearly communicating your rationale, supported by performance insights and best practices
For the assessment, you will:
- Be assigned a realistic workplace scenario involving a client’s e-commerce business and campaign objectives
- Use a provided template to outline your campaign plan, including budgets, asset group design, audience signals, and conversion tracking strategy
- Record a video walkthrough explaining your strategy, key decisions, and how your plan is designed to meet the client's goals
Meet the Curv Creator
Meet Aisling! Aisling McCabe is an expert in the digital marketing industry and currently leads the North American team for Tug Agency, a global advertising agency. Aisling is the General Manager overseeing both the Toronto and New York offices with departments in Paid Media, SEO, Data Science and Strategy. She began her digital marketing career in paid media and has expertise across paid search, paid social and programmatic buying. Her experience spans across many verticals, with a particular focus on education, B2B and eCommerce advertising.
Learn more about Aisling
Who Should Take This Program?
This program is designed for marketers who are ready to refine their skills and lead in the evolving digital advertising landscape.
Whether you're looking to move beyond traditional search campaigns or position yourself as a specialist in automation-driven advertising, this microcredential will help you stand out.
You might be an early-career marketer, a self-taught advertiser, or hold a degree in Business, Marketing, Communications, Media, or a related field, but what defines you is your ambition to validate and elevate your expertise. This microcredential provides you with the tools and strategic insight to plan, build, and optimize high-performing Google Ads Performance Max campaigns that deliver measurable results.
No matter your starting point, this microcredential proves that you’re prepared to succeed in today’s dynamic and performance-driven marketing landscape.
Frequently Asked Questions
What are the requirements for this microcredential?
You should have foundational knowledge and skills before enrolling. If you can answer ‘yes’ to all of the following statements, then you may be ready to enrol:
- Basic computer literacy (hardware, software, Internet, etc.)
- Knowledge and familiarity with at least one generative AI tool (e.g., ChatGPT, Google Gemini, Bing Chat, etc.)
- Proficiency with spoken and written English
- Experience analyzing data
- Familiarity with tools such as Zoom and QuickTime for virtual collaboration and recording
- Possess a basic understanding of Google Ads, encompassing campaign fundamentals, keyword usage, and bidding strategies
- Experience with Google Ads in day-to-day practices, including selecting keywords, developing strategies, setting bids, and explaining my rationale
- Understanding how to take a client’s KPIs and translate them into a cohesive strategy for Google Ads using best practices
What do I need to do for the assessment?
You will be given a practical workplace situation where you must create a Google Ads Performance Max campaign that meets a client’s marketing goals and KPIs. Utilizing a supplied template, you will:
- Create a campaign structure that includes audience signals, asset groups, budget allocations, and bidding strategies
- Establish goals and critical parameters that align with the client's objectives
- Record a video walkthrough or submit a written explanation with a screen recording, explaining your strategy and decision-making process
What are the technological requirements for the assessment?
You will need a:
- Stable Internet connection (no minimum connection speed required)
- Computer with an Internet browser (e.g., Edge, Safari, Chrome, Firefox, etc.) Note: Chrome Internet browser is recommended for optimal experience
- Mobile phone* capable of receiving an SMS text message
*Why do I need a mobile phone? To log in to the my.torontomu.ca portal and access the microcredential environment (D2L Brightspace), you will need a mobile device for two-factor authentication.
How much time do I have to complete the assessment after enrolling?
Your microcredential will last two weeks. In the first week, you will have access to the microcredential environment (D2L Brightspace) to explore the supporting materials and practice activities that prepare you for the assessment. The supporting materials are self-paced and can take approximately two to seven hours to complete, depending on your prior knowledge and experience.
In the second week, you will gain access to the assessment. You will be able to open the assessment window at any time within that second week. Depending on the microcredential, the assessment window may be time limited (for example, three hours).
What are my support options?
Upon enrolling, you will have access to supporting resources that will help you access the required software for the assessment. If you have any questions or experience any technical issues, you may contact Toronto Metropolitan University’s Computing and Communications Services (CCS) by email or phone.
What happens once I complete the assessment?
A week after you complete the assessment, you will receive your result from an expert assessor.
If you are able to meet the criteria and pass the assessment, you will receive a shareable Curv microcredential digital credential from The Chang School at Toronto Metropolitan University. This credential can be shared on your LinkedIn profile, personal website, or anywhere you want to display your achievements.
If you are not able to meet the criteria and do not pass the assessment, you can re-enrol and try again when the next offering of this microcredential is available. Be sure to review your feedback and ensure that you have filled any gaps in knowledge or skill before registering for a future offering of this microcredential.