Role-Based Programme
RB1178

AI for Performance Marketing & Paid Advertising

Campaign Intelligence, Media Optimisation & ROI Growth

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Duration
16 Hours
Level
Intermediate
Delivery
Instructor-Led
Format
Capability Training

Programme Objectives

  • Develop practical AI capabilities for paid search, paid social, campaign planning, audience targeting, creative development, and performance analysis.
  • Apply AI to research audiences, competitors, keywords, search intent, offers, and campaign opportunities.
  • Use AI to strengthen ad copy, creative briefs, landing-page alignment, testing plans, and campaign optimisation.
  • Analyse media performance, conversion data, cost efficiency, funnel leakage, and budget allocation to improve marketing ROI.
  • Apply responsible AI practices related to customer privacy, platform policies, data quality, brand safety, attribution, and human decision-making.

Tools covered

Generative AI AssistantsAI Search & ResearchAudience AnalysisPaid Search SupportPaid Social AnalysisAd Copy GenerationCreative IdeationKeyword & Search Intent AnalysisCampaign Performance AnalysisConversion AnalysisBudget Optimisation SupportMarketing AnalyticsExecutive Summarisation

Who should attend

  • Performance Marketing Managers
  • Performance Marketing Executives
  • Paid Media Specialists
  • PPC Professionals
  • Paid Search Professionals
  • Paid Social Professionals
  • Growth Marketing Professionals
  • Digital Marketing Managers
  • Digital Advertising Professionals
  • Campaign Managers
  • Demand Generation Professionals
  • Media Planning Professionals
  • Marketing Analysts
  • E-Commerce Marketing Professionals
  • Marketing Managers

Prerequisites & Participant Readiness

  • Experience in digital marketing, paid advertising, campaign management, or marketing analytics
  • Familiarity with paid search, paid social, campaign metrics, and conversion funnels
  • Basic familiarity with Generative AI tools is recommended
  • Ability to interpret campaign-performance and conversion data
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, multimodal AI, and AI assistants
  • Exploring AI applications across media planning, targeting, creative development, and optimisation
  • Understanding how AI differs from ad-platform automation, bidding algorithms, and marketing analytics
  • Recognising hallucinations, false assumptions, and limitations in AI-generated media recommendations
Practical activities
  • Mapping the paid-media lifecycle to practical AI applications
  • Identifying high-value and low-value AI use cases
  • Comparing traditional and AI-assisted performance-marketing workflows

Scenarios

Campaign Brief to Paid Media Launch

Business Objective → Audience Analysis → Search & Social Strategy → Keyword & Targeting Plan → Ad Creative → Landing Page Alignment → Testing Framework → Launch Plan

Participants use AI to convert a business objective into a structured paid-media campaign covering audiences, channels, messaging, creative, landing pages, and experimentation.

High Spend, Low Return to Performance Recovery Plan

Campaign Data → Funnel Analysis → Cost Drivers → Audience & Creative Review → Landing Page Issues → Budget Reallocation → Experiment Plan → ROI Improvement Strategy

Participants use AI to analyse a simulated underperforming paid-media portfolio, identify efficiency and conversion problems, and build a structured optimisation plan focused on stronger ROI.

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