Role-Based Programme
RB1179

AI for Performance Marketing & Paid Advertising

Advanced Campaign Optimisation, Media Intelligence & ROI Growth

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Duration
32 Hours
Level
Advanced
Delivery
Instructor-Led
Format
Capability Development

Programme Objectives

  • Develop advanced capability to apply AI across paid search, paid social, display, remarketing, media planning, campaign optimisation, and performance analysis.
  • Use AI-assisted research to identify audiences, search intent, competitive advertising patterns, market opportunities, and campaign hypotheses.
  • Apply AI to campaign structuring, keyword planning, ad copy, creative development, audience segmentation, bidding, budget allocation, and conversion optimisation.
  • Use AI-assisted analytics to improve CPA, ROAS, conversion rate, lead quality, campaign efficiency, and marketing investment decisions.
  • Build responsible AI-enabled Performance Marketing workflows with strong privacy, attribution discipline, validation, brand governance, and human oversight.

Tools covered

Generative AI AssistantsAI Search & ResearchAudience IntelligencePaid Search AnalysisPaid Social AnalysisCampaign PlanningKeyword IntelligenceAd Copy SupportCreative TestingLanding Page AnalysisConversion OptimisationBudget & Bid AnalysisAttribution AnalysisMarketing AnalyticsWorkflow AutomationAI Agents

Who should attend

  • Performance Marketing Managers
  • Performance Marketing Executives
  • Paid Media Managers
  • Paid Advertising Specialists
  • PPC Professionals
  • SEM Professionals
  • Paid Social Professionals
  • Digital Marketing Managers
  • Growth Marketing Professionals
  • Demand Generation Professionals
  • Media Planning Professionals
  • Campaign Managers
  • Marketing Analysts
  • Conversion Optimisation Professionals
  • Marketing Leaders Responsible for Paid Media ROI

Prerequisites & Participant Readiness

  • Experience in performance marketing, paid media, digital campaigns, demand generation, or marketing analytics
  • Familiarity with paid search, paid social, campaign metrics, conversion funnels, and digital advertising concepts
  • Basic awareness of Generative AI and common business applications
  • Comfort working with campaign, audience, conversion, and performance data
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, multimodal AI, analytics, automation, and AI agents
  • Exploring AI applications across media planning, campaign creation, optimisation, and reporting
  • Distinguishing AI-assisted campaign management from platform-native automation
  • Understanding hallucinations, weak optimisation logic, privacy, bias, and human accountability
Practical activities
  • Mapping AI opportunities across the paid-media lifecycle
  • Identifying activities suitable for augmentation, automation, or human ownership
  • Creating an AI opportunity map for Performance Marketing teams

Scenarios

New Customer Acquisition Campaign to ROI Growth

Market Research → Audience Segmentation → Channel Mix → Search & Social Campaigns → Ad Creative → Landing Page → Conversion → Attribution → ROAS Optimisation

Participants use AI to design an integrated paid-media acquisition campaign, create targeting and creative strategies, optimise the conversion journey, and establish measurable ROI indicators.

High-Spend, Low-Return Campaign to Performance Recovery

Campaign Spend → Audience Quality → Search Terms → Creative Performance → Landing Page → Conversion Data → CPA / ROAS → Budget Reallocation → Recovery Plan

Participants use AI to diagnose an underperforming paid-advertising portfolio, identify targeting, creative, conversion, and budget inefficiencies, and create a measurable performance-recovery plan.

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