Live Course: Improve your LTV:CAC on Google Ads
Forecast reliable results, improve ROAS and optimize Google Ads.
Instructor: Jack Paxton
Founder and paid media expert, grew TasteSalud’s revenue from 52k to 1.2M monthly and lifted Skinn’s ROAS by 195 percent.
Plan your next 12 months and apply targeting, tracking, bidding, and use PMax and AI to improve ROAS.
- Calculate your LTV:CAC ratio and set spend targets tied to pipeline goals
- Forecast 12-month results with simple models built on realistic inputs
- Build cleaner account structures that reduce wasted spend and improve relevance
- Lower CPA and CPL by layering high-intent keywords with decision-maker audiences
- Create effective campaigns using PMax, strong assets, and Google’s AI Max features
From CXL, trusted by 90,000+ marketers at companies like these:
Ad costs are rising and attribution is breaking. Your Google Ads strategy needs to catch up.
But results improve fast when your targeting is focused and your decisions are based on accurate tracking.
Learn how to research keywords, set up clean tracking, forecast results, and build campaigns using PMax and AI Max.
In short: Validate and scale your Google Ads account to impress your clients with a higher ROI and less waste.
This is what marketers said after our live workshops and courses
B2B eCommerce platform
Sales signed off the target in writing before the brief passed Gate 1. Five review rounds took the drafts to 87% and 96%.
Campaign engine
Co-Founder, Feral MKT
“That alone used to take me a whole day working in AI-assisted mode (more days without AI), since I had to write all the copy from scratch because I didn’t like what Claude used to give me. This time it took me about an hour.”
Campaign engine
Fractional CMO & GTM Strategist
“I fixed the site and Crunchbase last week and reran Build 1 this morning with the same questions, tools and judge. Accuracy went from 53% to 71%, and wrong answers went from three to none.”
AI visibility tracker
Social club for people 60+, pre-launch
A paid first dinner, to test whether older adults will pay for it themselves. All four channels reached ship after 9 fixes.
Campaign engine
Senior copywriter, elective healthcare agency
“I was really impressed with how it handled the copy, including adding a medical compliance check due to the industry I work in … I loved all of the quality checks and scoring, since I usually do that type of QA work manually.”
Campaign engine
Clinic management software
A campaign to win 50 demo or trial requests in 7 weeks: five channels, all drafted and through Gate 2.
Campaign engine
E-commerce & Brand Strategist
“I built a visual plugin on top of your Marketing Brain, two actually: Visual Brain for the brand’s visual direction and Product Visual for product image storyboards … I put my own brand through it and it already gives me something I can work with.”
Own plugins on Marketing Brain
AI-Forward Marketing Executive
“I was in your workshop 12 hours ago. I already have a workflow live… I feel like a freaking WIZARD!”
Last cohort
Fractional CMO practice, launching
Tested a new fractional CMO offer on her own website, using public data only.
Marketing Brain
Marketing Communications Manager, TXI
“Connecting my systems made the biggest difference. Pulling deals straight from our HubSpot CRM, plus Semrush data on our content, gave the ICP and the messaging real evidence instead of guesses.”
Marketing Brain
Director of Messaging
“Being able to identify valuable work to be done, build a workflow/agent to do it effectively and consistently, and deploy it across my team will be a skill that sets my team and I apart within the org.”
Workflows
Marketing agency for health clinics
Ran the brand book through it: every claim about the buyer came back tagged hypothesis or blank.
Marketing Brain
Content Strategist
“This course got me to take writing instructions seriously and tailor them to how I work. Before, I was mostly just chatting with AI. Now I’m trying to build actual workflows.”
Workflows
Founder, Mesh Creative Studios
“Biggest learning: the review forced me to stop claiming things I hadn’t proven yet.”
Campaign engine
Here is what other marketers said
Course overview
Watch it on your schedule
Come away with a clear plan for Google Ads, frameworks to launch and scale campaigns, and ways to get more qualified leads into your pipeline.
PART 01
Improve targeting with keyword and audience research
Great targeting starts with knowing how people search. Find real demand, choose the right terms, and control who enters your funnel. Use AI tools to build cleaner, cheaper traffic.
Topics covered:
- Manual and AI keyword research
- Build a cleaner structure that improves relevance and reduces spend
- Add keywords, negatives and audience layering to improve CPA/CPL
- Conducting B2B keyword research for all funnel stages
- Building theme-based targeting structures
- Implementing audience layering with decision maker targeting
PART 02
Track, measure, and forecast performance
Good performance depends on clean data. Set up reliable tracking, fix gaps, and set up better measurement. Forecast results, calculate LTV:CAC, and send offline conversions to Google for stronger optimization.
Topics covered:
- Plan and estimate results across the next 12 months
- Audit your tracking setup using GA4, Data Fast, and manual checks
- Fix tracking issues and connect tools like Zapier to sync data
- Calculate your LTV:CAC ratio to guide spend and goals
- Upload offline conversions to improve bidding and model quality
- Best practices: tracking setups and debugging workflows
- Selecting an attribution model based on goal setting
- Choosing suitable core metrics to measure success
- Implementing a forecasting framework
PART 03
Build and optimize campaigns with AI Max
Create effective campaigns using PMax and Google’s latest AI Max features. Design strong assets, automate your work, and solve common performance issues across accounts.
Topics covered:
- Build effective campaigns using PMax
- Apply good practices for structuring campaigns and increasing efficiency
- Optimize and automate performance using Google AI Max
- Troubleshoot account issues and increase stability
- Structuring your Google Ads account for scale
- Best practices: campaign scaling
- Build responsive search ad (RSA) creatives
- Optimization workflows and troubleshooting
Meet your instructor
Learn B2B marketing and AI by doing.
CXL is a B2B marketing training company focused on AI and conversion optimization. Marketers learn by doing: instead of setting time aside to watch courses, they build AI workflows, agents, landing pages and experiments on the work they already need to do, with live guidance from practitioners. Founded by Peep Laja.
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