This module covers how a Google Search campaign is structured and how to specify one in writing before it is built. You will work through the four levels of a campaign — campaign, ad group, keyword and ad — and learn how match types widen or narrow which searches trigger an ad, why negative keywords protect budget, and what the responsive search ad format requires from whoever writes the copy. The result is a blueprint document: campaign settings, keywords with match-type notation, negative keywords, and ad copy within Google's character limits, in a form an advertising specialist can build from directly.

This module teaches the arithmetic behind advertising budgets and how to model it in a spreadsheet. You will follow the chain from budget to clicks to leads to customers, calculating cost per lead, customer acquisition cost and the break-even close rate, then build a three-scenario calculator in Google Sheets that compares low, mid and high budgets against a target. The module also covers where to source realistic assumptions for cost per click, click-through rate, conversion rate and close rate when a company has no advertising history of its own, and how to label those assumptions so a forecast holds up to scrutiny.

This module covers the working systems that keep deals moving between meetings: a shared pipeline tracker and a repeatable follow-up routine. You will learn what a tracker must capture to be trusted — consistent stages, written exit criteria, a dated next step, an owner and a value — and build one in Google Sheets with stage dropdowns, automatic flagging of overdue actions, and a summary of deal count and value by stage. You will then set up the email side in Gmail: saved templates, a filter that labels replies automatically, and scheduled sending so messages arrive when they are most likely to be read. The module includes a set of follow-up templates covering each stage of a deal, from first contact through to closing a file.

This module covers the cycle around a client meeting: getting it booked without an email exchange, running it with an agenda, capturing what was said, and turning those notes into a proposal the same day. You will create a Google Calendar booking page with Meet links, availability limits, buffers and a notice period, then build a proposal in Google Docs and share it with a client using comment-only access. The module also covers external sharing decisions in detail — the difference between viewer, commenter and editor, link sharing versus named sharing, download restrictions, and what should never appear in a document that leaves your company.

This module covers how to evidence audience reach and platform credibility in a single document aimed at a potential partner. You will learn the vocabulary of web analytics — source and medium, sessions and users, conversions — and why last-click reporting systematically favours search advertising, then build a shareable one-page traffic report in Looker Studio using a public analytics property. The module also explains what Google's Partners programme tiers, Skillshop certifications and Business Profile listings actually signal, and how to state them accurately in a business development document without overclaiming.