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B2B Paid Media Advertising Course

Plan, validate & scale PPC campaigns without burning runway

3h 21min. 30 lessons

Apply a systematic approach that separates profitable PPC campaigns from expensive experiments across Meta, Google and LinkedIn.

In this course, you will learn how to:

  • Build actionable personas and choose channels that fit your buyers
  • Analyze competition and spot where you can win (or should walk away)
  • Develop offers and creative that convert, not just get clicks
  • Track results, measure ROI, and scale what works with discipline

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English subtitles Certificate included
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Launch PPC campaigns with confidence, not gut feelings.

Course Length:
3h 21min. 30 lessons.

This isn’t another theory-heavy ads course. It’s a proven process for B2B marketers who want results and pipeline out of their ads, not just clicks. Learn how top practitioners plan, test, and optimize campaigns using frameworks built on millions in managed spend. No filler. Just strategy, systems, and actionable tactics that work right now.

After completing this online course on PPC campaigns
you will be able to:

  • Decide if paid media is the right channel for your business
  • Launch and validate ad campaigns without wasting budget
  • Build segmented, scalable campaign structures for B2B, B2C, lead gen, and ecom
  • Target the right audiences with data-backed personas and platform selection
  • Create and test compelling offers and ad creative that actually convert
  • Run validation tests and interpret results with confidence
  • Develop multi-stage funnels and retargeting for every buyer journey
  • Analyze campaign reports, set up accurate tracking, and manage negative keywords
  • Calculate budgets, reverse-engineer goals, and track real ROI
  • Scale winning campaigns, or shut down what’s not working, fast

This course is for you if you are:

  • A B2B marketer running paid campaigns that aren’t filling pipeline
  • Spending >$3k/month on PPC and don’t know what’s working
  • New to paid media and want to skip the “burn and learn” phase
  • Managing campaigns for clients and need a real-world PPC framework
  • Tired of generic advice, outdated tactics, or channel-agnostic “best practices”

This course includes:

  • 5 in-depth modules covering audience, channel selection, creative, validation, and scaling
  • Real-world examples from practitioners managing millions in paid media
  • Step-by-step walkthroughs for persona building, budget math, and campaign structure
  • Templates for personas, checklists, negative keyword management, and reporting
  • Lifetime access with all updates as platforms and tactics change
  • Built and taught by Joe Martinez and Michelle Morgan, Co-Founder’s of Paid Media Pros

Look no further than CXL, this is the best and most recommended course you will find on PPC campaigns.

Subscribe now and get access

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Course Curriculum

Understanding Paid Media and Strategy

Understanding Paid Media and Strategy

Before you spend a dollar, figure out if paid ads can actually help your business.

Paid Media’s place in the marketing mix

Learn how Paid Media slots into your overall marketing efforts. PPC is demand generation that your other channels need to catch.

Questions to assess paid media feasibility

It’s time for an honest assessment of your resources, capabilities, and competitive position.

Identifying your target customer

Selecting ad channels

All ad platforms are free to set up, but choosing the wrong ones costs everything.

Understand the competitive landscape

Public ad library data is inaccurate, but it’s still better than flying blind.

Competitive Research Demos: Search

Free tools reveal more about your competition than most expensive software.

Competitive Research Demos: Social

Meta and LinkedIn ad libraries reveal messaging strategies and creative approaches.

Competitive Research Demos: SpyFu

Competitive intelligence tools show you what free ad libraries miss.

Why start with identifying an audience?

Targeting everyone means you’re reaching users who aren’t your target audience.

Building Personas for Paid Ads

A step-by-step process for creating customer personas that actually inform your advertising decisions.

Choose your persona deep dive

Pick the business cases that match your reality – or watch them all if you want to understand different customer types.

B2B Lead Gen Example

B2B Lead Gen Example: Do HR software buyers care about your features—or about not getting fired?

B2C Lead Gen Example

B2C Lead Gen Example: B2C Lead Gen Example Absentee landlords need different messaging than DIY homeowners.

B2B Ecom Example

B2B Ecom Example: Persona development for B2B ecommerce targeting small business owners.

B2C Ecom Example

B2C Ecom Example: When gear enthusiasts research differently than impulse buyers.

PPC Budgeting and Unit Economics

Budgeting and Unit Economics

Paid advertising is expensive experimentation. This module teaches you how to set realistic budgets based on unit economics.

Don’t play if you’re not willing to lose

Setting expectations about risk and preparing mentally and financially for the experimentation process lead to profitable campaigns.

Key Metrics to understand

Learn which metrics to focus on and how to determine them.

Setting campaign goals and calculating budgets

The goals-first approach to campaign planning: start with clear objectives, then calculate what you need to spend to achieve them.

Determining your budget

The budget-first approach: when you know what you can spend but need to figure out realistic goals.

Validating different channels

Reasons a validation test may fail

Learn the most common factors that make ad campaigns fail to address problems instead of abandoning potentially profitable channels.

B2C Ecom Performance Review

This lesson covers Facebook campaign analysis for ecommerce testing.

B2B Ecom Performance Review

LinkedIn campaign evaluation for B2B ecommerce using customer list remarketing.

B2C Lead Gen Performance Review

B2C Lead Gen Performance Review: Performance evaluation for brand awareness campaigns where direct conversions aren’t the primary goal.

B2B Lead Gen Performance Review

Deep dive into evaluating B2B search campaigns that are meant to supplement declining organic traffic.

Running campaigns & evaluating performance

Campaign optimization is an ongoing effort. Learn more about the day-to-day campaign management and performance analysis.

Getting the account ready for testing

The “boring setup work” determines whether your tests will return useful data. This lesson takes you through all the steps.

Scaling Paid Media efforts

Best practices for scaling

Apply a systematic approach to scaling that preserves performance while expanding reach.

Strategies for scaling

There are 6 ways to scale paid campaigns, and most people only use one.

Paid Media Pros

Co-founders @ Paid Media Pros

As co-founders of Paid Media Pros, Michelle Morgan and Joe Martinez built a global reputation for making complex PPC strategies practical and actionable.

Both are internationally recognized speakers, multi-year honorees on PPC Hero’s Top 25 Most Influential PPC Experts list, and respected industry writers.

Since 2018, they’ve been educating thousands of marketers worldwide through their YouTube channel.

This online course
comes with a
Certificate

Completing this course earns you an official CXL Plan, Validate & Scale PPC Ads Course Certificate to prove your achievement. CXL is recognized as an industry-leading qualification by employers worldwide, and it is an official qualification on LinkedIn that can be added to your profile.

This is what marketers said after our live workshops and courses

Kerry McDonough
Kerry McDonough
AI-Forward Marketing Executive

“I was in your workshop 12 hours ago. I already have a workflow live… I feel like a freaking WIZARD!”

See the post

Valeria Castro Rauchwerger
Valeria Castro Rauchwerger
Growth Marketer | MBA | Product Owner

“What a great session, and what an incredible week at CXL… what I enjoy the most is this:

Being around curious minds, leaving inspired to test, putting ideas into practice. having conversations that sharpen your thinking, asking (a lot of) questions, sorry, not sorry…

The SEO + n8n session gave me a lot to think about… honestly, I feel like a machine.”

See the post

Elliott Barton
Elliott Barton
AI/B2B Marketing Programs

“Officially CXL Certified in Redesigning Marketing Workflows for AI.

A great deep-dive into building AI into marketing the right way… rethinking the workflows from the ground up.”

See the post

Alina Kuznetsova
Alina Kuznetsova
PR & Marketing | MBA

“How is AI affecting the role of a marketer? I have seen this question asked a hundred times and rarely seen a credible answer. CXL ran a webinar this week that actually delivered one.

It had a bit of a cold shower effect, just data and a clear-eyed look at where things are.”

See the post

Carlos Trujillo
Carlos Trujillo
Growth Experimentation | 500+ A/B Tests

“CXL changed my life. I’m not exaggerating, it actually did…
I got so deep in the content that a year later, in a completely unexpected turn of events, I was hired by Speero. Boom. Easily a 50x ROI right there.

CXL doesn’t mess around. They prioritize quality over quantity to make a real impact on your career.”

See the post

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Frequently asked questions

Plans

What is the difference between the monthly, quarterly and annual plans?

We offer three types of billing lengths to choose from: Monthly, Quarterly, or Annual. The longer the billing length, the cheaper the monthly cost becomes. Typically annual plans are 40% cheaper per year than paying month-to-month.

What is the difference between the individual and teams plans?

Personal or Individual plans are meant for one person where teams have 2 or more people.
A team account has a few extras:

  • Invite and manage people learning on your team.
  • Create roadmaps for each individual.
  • Access team learning engagement reports.
  • Assign members to your team as managers to assign content and view reports.
What is included in the subscription plan?

You’ll get:

  • Access to 80+ certifiable B2B marketing courses and Minidegree programs.
  • Live courses and workshops, on annual plans only.
  • Earn certificates and add them to LinkedIn.
  • Thousands of playbooks and resources.
  • Roadmapping and progress tracking.
  • Premium support.
Are live courses and workshops included?

Live courses and workshops are included on annual plans. Monthly and quarterly plans cover the on-demand catalog and every Minidegree.

Can I switch plans later if I want to?

Yes. You can switch between different billing lengths at any time (Ex: Switch from a Monthly Plan to Annual). If you’d like to switch from a individual plan to a team plan (or vice versa), please reach out to customer success via live chat.

Billing

What are the payment options available?

Most major credit cards and Paypal are accepted. If you need an invoice to pay by wire, please message our customer success team via chat for options.

Can I pay in my own currency?

All of our products are priced in USD currency. We have established a system where you can pay in your local currency.

Is there a discount available?
  • We don’t do discounts. Our focus is on the product. Providing the best, highest quality content with our courses.
  • The listed price on the site shows the best price. You can buy with confidence.
  • We offer pricing based on your local currency, you’ll see this reflected on the pricing and checkout pages.