Introduction
If you have ever felt like Google Ads is a black hole designed to swallow your marketing budget whole, you are not alone. The platform has evolved drastically over the years, shifting from a simple keyword bidding war to a complex, AI-driven ecosystem that requires a sophisticated “New Way of Thinking.” I have spent countless hours navigating these turbulent waters, and I can tell you that relying on intuition or outdated tactics is a recipe for disaster. This is precisely why I decided to dive deep into the Perry Marshall & Mike Rhodes – Google Ads Mastery course. It promises not just to teach you the mechanics of the platform, but to fundamentally reshape your strategy to align with Google’s machine learning capabilities.
Created by Perry Marshall, the author of the definitive guide on Google Ads, and Mike Rhodes, a wizard-level agency strategist, this training is positioned as the antidote to confusing, expensive campaigns. In this review, I will take you behind the curtain of this comprehensive program. We will explore whether it truly delivers on its promise to help you master the “New Way of Thinking” and if it is worth the investment for serious marketers and business owners. Whether you are struggling with rising costs or just looking to scale your profitable campaigns, understanding the curriculum of Perry Marshall & Mike Rhodes – Google Ads Mastery could be the turning point for your digital marketing efforts.
Course Description
Perry Marshall & Mike Rhodes – Google Ads Mastery is a high-level training program designed to bridge the gap between basic AdWords knowledge and true mastery of the modern Google Ads interface. Unlike many entry-level courses that focus solely on setting up an account, this program dives into the advanced mechanics of automation, audience targeting, and bid strategies that define success in 2019 and beyond. The course is structured into six distinct modules, each tackling a critical pillar of the Google ecosystem, from Search and Shopping to Display and YouTube.
The teaching style is a blend of strategic theory and technical execution. Perry Marshall brings his renowned 80/20 philosophy, helping students identify the few vital actions that yield the most significant results. Meanwhile, Mike Rhodes provides the technical “in-the-trenches” agency knowledge, demonstrating exactly how to implement these strategies in the real world. The course emphasizes that you must understand the fundamentals before you surrender control to automation, ensuring that you are the pilot, not the passenger, of Google’s AI tools.
What sets this course apart is its focus on the “New Way of Thinking.” The instructors argue that the old tactics of manual bid management and rigid keyword matching are obsolete. Instead, they guide you through using Google’s machine learning to your advantage, provided you have the correct structures and data in place. The content is delivered through a mix of video lessons, practical checklists, and strategy guides, making it accessible to visual learners and practitioners alike. If you are looking for a “get rich quick” scheme, this isn’t it. But if you want a rigorous education on how to dominate your market using Google’s full suite of advertising tools, this is the resource you have been waiting for.
Ideal Student
- Intermediate to Advanced PPC Managers: If you already know how to set up a campaign but are struggling to scale or optimize for profit, this course is designed for you. It moves past the basics into complex optimization strategies.
- Agency Owners & Consultants: Those managing client accounts will find the “CEO Method” and advanced tracking modules invaluable for proving ROI and managing multiple accounts efficiently.
- E-commerce Store Owners: With dedicated modules on Google Shopping and Dynamic Remarketing, online retailers looking to drive physical product sales will benefit immensely from the specific feed management and bidding tactics taught.
- Business Owners Running In-House Ads: If you are tired of wasting money on agencies or don’t have the budget for one, this course empowers you to bring expert-level management in-house.
- Marketers Focused on ROI: This course is rigorous and data-driven. It is not for hobbyists but for professionals who need to see a tangible return on their ad spend and are willing to invest time to learn complex systems.
Learning Outcomes
- Master the “New Way of Thinking”: Shift your mindset from traditional keyword management to audience-centric strategies that leverage Google’s AI and automation tools effectively.
- Implement Advanced Tracking: Learn to set up deep conversion tracking, utilize Google Tag Manager, and interpret Analytics data to make informed decisions.
- Optimize for Maximum Profit: Apply the “CEO Method” and understand the Profit Curve to find the optimal sweet spot for your bids and budgets.
- Execute Multi-Channel Strategies: Gain proficiency in running integrated campaigns across Search, Shopping, Display, YouTube, and Gmail for full-funnel coverage.
- Audit and Troubleshoot Accounts: Develop the skills to identify common errors, diagnose performance issues, and restructure accounts for long-term success.
Course Modules
The curriculum of Perry Marshall & Mike Rhodes – Google Ads Mastery is comprehensive, leaving no stone unturned in the Google Ads ecosystem. The course is meticulously broken down into six core modules that progress logically from the foundational search strategies to complex tracking and optimization. Below, I explain each module in detail to give you a clear picture of what you will learn.
Module 1: Search
The first module serves as the foundation for the entire course, but it is far from basic. It introduces Google’s massive battery of changes and the “New Way of Thinking” about running Google Ads. I found the focus on the difference between old and new strategies particularly enlightening. The instructors emphasize that while automation is powerful, you must know the fundamentals before you automate it. You cannot just “set it and forget it”; you must build a solid structure first.
Key topics include the critical use of ‘drafts & experiments’—a tool the instructors insist you must use because you must test before you trust. The module also dives into the correct account and campaign structures for modern performance. It explains why exact match isn’t exact anymore, a change that has caught many marketers off guard, and what to do about it. There is a stark warning about being very careful when using broad match with smart bidding. Other highlights include:
- Responsive Search Ads: Why they are now 90% bigger and why they need to be tested first, as performance can vary wildly.
- Ad Elements & AI: Understanding when to let the machine manage your ads and when to intervene manually.
- Audience Targeting: The necessity of using audiences in conjunction with keywords, not just keywords alone.
Module 2: Google Shopping
For e-commerce marketers, this module is pure gold. It tackles the complexities of Google Shopping, which has become a behemoth for online retailers. The module starts by demystifying Smart Shopping campaigns—what they are and whether you should actually use them. I appreciated the balanced view; the instructors don’t just hype the newest features but provide definitive criteria for when to use Google’s Smart Campaigns versus manual setups.
A significant portion of this module is dedicated to feed management. Many advertisers ignore their data feed, but this course teaches you what tools to use and what data points are critical. It also covers Dynamic Remarketing, explaining how to set it up to expect very attractive ROIs. The instructors also touch upon the future of shopping ads, such as Shopify integrations and YouTube TrueView shopping, helping you stay ahead of the curve. Key takeaways include:
- Setup for Success: How to set up shopping the correct way for 2019-2020, avoiding common setup errors.
- Global Expansion: Strategies for selling products to multiple countries using the new Smart Campaigns.
- Troubleshooting: How to diagnose and fix common errors that plague Shopping campaigns.
Module 3: Display & Remarketing
Display advertising is often misunderstood, but this module clarifies how to use it effectively. It introduces the “Display Grid,” a concept for planning campaigns and winning more clients by visualizing the entire display network. The training focuses heavily on intent, teaching you how to target intent with Google’s latest audiences. As Google forces more automation, you will learn about Smart Display Campaigns and why you need to understand them now.
The module also addresses significant industry changes, such as the retirement of the Display Planner and the shifts in Similar Audiences. It provides actionable examples of offers and funnels that are currently working on the Google Display Network. Furthermore, it distinguishes how Display messaging should differ from Search messaging—a crucial distinction for conversion rates. You will also learn about ‘Life Events’ and Responsive Display Ads, and why you might want to reconsider using them given Google’s AI advancements in its dogfight with Facebook for relevance. Key concepts include:
- The Display Grid: A strategic tool for campaign planning and client management.
- Smart Display Readiness: Preparing for the inevitable shift to automated display campaigns.
- Effective Messaging: Crafting ad copy and visuals that resonate with display users rather than searchers.
Module 4: Youtube & Gmail
This module explores video and email advertising in depth. It positions YouTube as a sales influencer, noting its role earlier in the funnel than ever before. The instructors explain how targeting differs for YouTube and Gmail, guiding you on which of the many ad formats you should focus on. A key insight provided is that TV4A (TV for Action) goals should be sales, and only sales, despite what Google representatives might tell you otherwise.
You will also learn about the “Story Arc,” which changed in 2018, and how making use of this insight is critical for video success. The module covers how to win with Gmail ads and which metrics to expect and improve upon. Additionally, it introduces Google’s Reach Planner as a tool for strategizing your video buys. This section is essential for anyone looking to leverage visual content for brand awareness and direct response. The detailed breakdown covers:
- The Story Arc: adapting your video storytelling to fit modern viewer habits and conversion paths.
- Gmail Ads Strategy: specific tactics for winning in the Gmail inbox without being intrusive.
- Targeting Nuances: navigating the specific targeting options available for video and email placements.
Module 5: Tracking
In my opinion, this is one of the most vital modules in the entire Perry Marshall & Mike Rhodes – Google Ads Mastery course. Without tracking, you are flying blind. This module takes a deep dive into conversion tracking, ensuring that every dollar spent can be accounted for. It compares phone tracking solutions like Call Rail against Google’s own solutions, explaining how to manage local numbers effectively.
The training provides a quick primer on Google Tag Manager (GTM), a tool that can be intimidating but is made accessible here. It also clarifies when to use Google Analytics for tracking and, interestingly, when not to. The focus is on utility—learning what questions to ask of your Analytics to get useful reports rather than getting lost in the data ocean. It also reviews the reporting tools you should be using in 2019 to consolidate data. Essential lessons include:
- Phone Tracking: A definitive guide on whether to use third-party tools or Google’s native tracking.
- GTM Implementation: Simplifying the complex process of setting up tags and triggers.
- Actionable Analytics: moving beyond vanity metrics to reports that drive decision-making.
Module 6: Optimizing campaigns in 2019
The final module brings everything together with a focus on optimization and management. Mike Rhodes explains his “CEO Method,” which is all about having the right processes and asking the right questions to manage your account like a business executive. It focuses on building new Google Ads habits that are necessary for the modern landscape.
A standout concept in this module is the “Profit Curve.” The instructors teach you how to use this curve to find the optimum sweet spot for your spending—maximizing profit without wasting budget. It tackles hot topics like “Are SKAGs dead?” (Single Keyword Ad Groups) and whether external management tools like Optmyzr are worth the money in a world of automation. The module emphasizes that ads management is a blend of art and science. It also covers technical optimizations like setting up alerts for metric changes and billing issues. Key strategies include:
- The CEO Method: A strategic framework for high-level account management.
- The Profit Curve: Finding the mathematical sweet spot for your bid adjustments.
- Automation Tools: Evaluating the utility of scripts and auto-rules in an AI-first world.
Real-World Applications and Success Stories
The strategies taught in Perry Marshall & Mike Rhodes – Google Ads Mastery are not theoretical; they are designed for immediate, real-world application. For instance, the module on Google Shopping can be directly applied to e-commerce sites struggling with high Cost Per Sale (CPA). By implementing the feed management strategies and Smart Shopping guidelines, a business owner can often see a reduction in wasted spend on irrelevant queries almost immediately. The “Drafts and Experiments” feature is a practical tool that allows marketers to test bid strategies safely on a portion of the budget before rolling them out to the main account, mitigating risk significantly.
Success stories from students of Perry Marshall and Mike Rhodes often highlight the “80/20” wins. One common scenario involves an agency applying the “CEO Method” to a stagnant client account. By identifying the 20% of keywords driving 80% of the profit and restructuring the account to align with the “New Way of Thinking,” they often report doubling their client’s ROI within a few months. Another frequent win comes from the Remarketing module, where businesses utilize Dynamic Remarketing for the first time, capturing users who abandoned carts and recovering a significant percentage of lost revenue. These applications prove that the course material translates directly to the bottom line.
Pricing
Investing in high-level education is always a significant decision, and Perry Marshall & Mike Rhodes – Google Ads Mastery is positioned as a premium product. Based on the data available, the value of the training is assessed at $1,199. While this is a substantial investment, it is essential to view it in the context of the potential return on ad spend. A poorly managed Google Ads campaign can burn through that amount in a matter of days with nothing to show for it. Therefore, the course price is a fraction of the cost of continued trial and error.
- One-Time Payment: The course is typically available for a one-time payment, granting lifetime access to the core materials. This ensures you can revisit the modules as Google updates its platform and as your skills grow.
When considering the pricing, factor in the time saved by learning from experts who have already navigated the pitfalls. The course includes not just videos, but often templates and checklists that streamline your workflow. For agency owners, applying the strategies from just one module could easily cover the cost of the course by saving a single client account or winning a new pitch with superior strategy. It is an investment in your skills that pays dividends as long as you run digital ads.
Pros and Cons
Pros
- Expert Instruction: You are learning from Perry Marshall, an industry legend, and Mike Rhodes, a top agency expert, ensuring you get the best strategic and tactical advice.
- Focus on Modern Trends: The course heavily emphasizes the “New Way of Thinking” and AI integration, preparing you for the future of PPC rather than teaching outdated tactics.
- Comprehensive Coverage: It covers the entire ecosystem, including Search, Shopping, Display, YouTube, and advanced Tracking, providing a 360-degree education.
- Practical Tools: The inclusion of frameworks like the “CEO Method” and concepts like the “Profit Curve” provides actionable strategies you can implement immediately.
- Risk Mitigation: Teaching the use of ‘drafts & experiments’ and cautionary tales about automation helps protect your ad budget while learning.
- High ROI Potential: The strategies are designed to optimize for profit, not just traffic, making the course cost recoverable through improved campaign performance.
Cons
- Price Point: At around $1,199, the course is a significant investment and may be prohibitive for beginners or those with very small budgets.
- Steep Learning Curve: The material is advanced. Complete novices might find themselves overwhelmed without a basic understanding of Google Ads terminology first.
- Time Commitment: To truly master the content, you need to invest considerable time watching the videos and, more importantly, implementing the changes in your accounts.
- Platform Changes: While the course teaches the “New Way of Thinking,” Google’s interface changes so frequently that some specific button-click instructions may become dated over time (though the principles remain valid).
- Intensive Technical Content: The modules on Tracking and Tag Manager, while invaluable, can be dry and complex for non-technical users.
- No “Magic Button”: The course requires work. It does not offer a software tool that does the work for you; it requires you to learn and apply the methods yourself.
FAQs
Is this course suitable for absolute beginners?
While beginners can learn a lot, Perry Marshall & Mike Rhodes – Google Ads Mastery is designed for intermediate to advanced users. If you have never logged into Google Ads, you might want to take a basic introductory course first to grasp the fundamental terminology.
How is this course different from the Google Skillshop certifications?
Google certifications teach you how to use the interface and pass a test. This course teaches you strategy, profit optimization, and how to navigate the complex reality of managing ads in a post-automation world. It focuses on making money, not just getting a certificate.
Do I need a large budget to implement what I learn?
No. In fact, one of the core goals is to stop wasting money. The techniques for optimization and proper structuring will help you make the most of whatever budget you have, whether it is small or large.
Is the content up to date with the latest Google changes?
The course focuses on the “New Way of Thinking” and AI-driven strategies, which are the current and future direction of Google Ads. While interfaces change, the strategic principles taught here are designed to be durable and adaptable to new updates.
Can I apply these strategies to B2B marketing?
Absolutely. The modules on Search, Display, and YouTube are highly relevant for B2B lead generation. The tracking and optimization modules are crucial for proving ROI in longer B2B sales cycles.
What if I get stuck on a technical part of the course?
The course is detailed, but if you encounter technical hurdles, especially in the Tracking module, it is recommended to have a basic technical support resource or to leverage the community and support options that may accompany the program purchase.
Final Verdict
After thoroughly reviewing the curriculum and the strategies presented in Perry Marshall & Mike Rhodes – Google Ads Mastery, it is clear that this is a standout program in the crowded field of digital marketing education. It does not rely on gimmicks or temporary loopholes; instead, it builds a robust foundation of knowledge based on the fundamental shifts in how Google’s advertising platform operates. The collaboration between Marshall’s strategic genius and Rhodes’s technical expertise creates a learning experience that is both inspiring and deeply practical.
If your business relies on Google Ads, or if you are an agency managing client budgets, the cost of this course is negligible compared to the cost of ignorance in this complex landscape. The transition to AI and automation is not a trend; it is the new standard. This course prepares you to master that standard rather than be controlled by it. For anyone serious about scaling their profits and achieving true PPC mastery, this course comes with my highest recommendation. It is an investment in expertise that will pay dividends for years to come.
