Marketing Free course · Certificate included
AI-Powered Performance Marketing
Steer Google, Meta, TikTok and LinkedIn AI with signals, value and creative — then prove results with incrementality and MMM
- Advanced
- 4 h 51 min
- 15 lessons in 7 modules
- 2 h 3 min of video lectures
- Updated Sep 2026
About this course
Ad platforms now decide who sees your ads, where and at what price. Your advantage is what you feed them and how you verify the results. This advanced course explains how Google's Performance Max, Demand Gen and AI Max for Search, Meta Advantage+, TikTok Smart+ and LinkedIn Accelerate actually work, and which controls are hard constraints versus soft signals. You will design first-party signals and margin-aware conversion values, build a creative system where concepts act as targeting, produce AI creative at scale while meeting disclosure rules such as the EU AI Act, and run clean creative tests. Then you will allocate budget on marginal returns, understand what attribution can and cannot tell you, design geo and lift experiments, and use open-source mix models like Meridian and Robyn. You finish with guardrails, AI-assisted reporting and a capstone: a full-funnel campaign plan with a fully specified test design.
Tools you’ll use
- Google Ads
- Performance Max
- Demand Gen
- AI Max for Search
- Meta Advantage+
- Meta Conversions API
- TikTok Smart+
- TikTok Symphony
- LinkedIn Campaign Manager
- Google Meridian
- Meta Robyn
- GeoLift
- GA4
- BigQuery
- Google Ads Scripts
- Python
Skills
- Performance marketing
- Value-based bidding
- Creative strategy
- Incrementality testing
- Marketing mix modeling
- Paid media automation
- Marketing measurement
What you’ll be able to do
- Explain how platform AI retrieves, ranks, bids and learns, and separate hard constraints from soft signals
- Design first-party signals and margin- or LTV-based conversion values that steer automated bidding
- Build a diverse creative portfolio and produce AI creative that meets platform and legal disclosure rules
- Design controlled creative tests and manage fatigue with a concept-level testing pipeline
- Allocate budget on marginal returns using response curves and spend experiments
- Design geo and lift incrementality tests and use MMM (Meridian, Robyn) for budget decisions
- Apply guardrails and AI-assisted reporting, and deliver a full-funnel plan with test design
Recommended first
Curriculum
Syllabus
- Modules
- 7
- Lessons
- 15
- Reading time
- 2 h
- Assessment questions
- 25
The machinery inside Google, Meta, TikTok and LinkedIn automated campaigns, and the controls you still own.
- How ad platform AI actually works in 2026Video lecture, 9′9 min
- Google's AI campaign stack: Performance Max, Demand Gen and AI Max for SearchVideo lecture, 9′9 min
- Meta Advantage+, TikTok Smart+ and LinkedIn's AI campaignsVideo lecture, 8′9 min
What you feed the machine: conversion signals, customer data and value definitions that turn automation toward profit.
- Signals and first-party data: feeding the machineVideo lecture, 8′8 min
- Conversion value strategy: teach the AI what profit looks likeVideo lecture, 9′8 min
Build a diverse creative portfolio, produce it with AI responsibly, and test it so you learn principles, not just winners.
- Creative is the new targetingVideo lecture, 8′8 min
- AI creative production at scale — and the disclosure rulesVideo lecture, 8′8 min
- Creative testing at scale: design, read-outs and fatigueVideo lecture, 8′8 min
Allocate budget on marginal returns using response curves, spend experiments and simple optimization.
- Budget allocation: marginal returns, not averagesVideo lecture, 8′8 min
Give every number a job, prove what ads cause with experiments, and set budgets with marketing mix models.
- Attribution reality: what each number can and cannot tell youVideo lecture, 8′8 min
- Incrementality testing: geo experiments, conversion lift and holdoutsVideo lecture, 8′8 min
- Marketing mix modeling with Meridian and RobynVideo lecture, 8′8 min
Keep automation safe with hard constraints and regional compliance, and turn data into decisions with AI-assisted reporting.
- Guardrails: brand safety, exclusions and policy complianceVideo lecture, 8′8 min
- AI-powered reporting and anomaly detectionVideo lecture, 8′8 min
Build a decision-ready, full-funnel plan with measurement, creative, guardrails and a fully specified test design.
- Capstone: a full-funnel AI-driven campaign plan with test designVideo lecture, 8′8 min
- Final assessment
Your certificate
Finish with a credential anyone can check
Earn the Certified AI Performance Marketer badge: The holder can steer AI-driven ad platforms across Google, Meta, TikTok and LinkedIn with first-party signals, profit-aware conversion values and a diverse, compliant creative system. They allocate budget on marginal returns, design geo and lift incrementality tests, interpret marketing mix models, apply guardrails and AI-assisted reporting, and can deliver a full-funnel campaign plan with rigorous test design.
Completed all lessons and scored at least 80% on the final assessment.
- A public verification page
- A PDF certificate to download
- An Open Badge you can share
- One click to your LinkedIn profile
Final assessment
- 25questions drawn from a larger pool
- 45 mintime limit
- 80%pass mark
- 3attempts per 24 hours
Start learning today. It’s free.
Every lesson is free to read. A free account saves your progress, unlocks the final assessment and issues your certificate.