Every section, every lesson, in full.

Welcome to God Tier Ads

A short orientation on how the Framework is laid out and the order to work through it.

Do Not Skip: Your Framework Master Checklist is here!

Get and copy the 400+ step master checklist that everything else in the Framework hangs off.

Feedback & Support

Where to raise issues, request additions and get help with your access.

Please consider leaving a review

How to leave a review once the Framework has earned it.

GA4 Configuration and Setup

The GA4 property settings to get right before Google Ads starts learning from your data.

Custom Audiences in GA4

Building GA4 audiences you can import and actually use in Google Ads.

Tracking Mastery with Aleksej

Your entry point into the full Conversion Tracking Mastery course from inside the Framework.

Field Guide: The Google Ads Order of Operations

The sequence to work in so you fix causes before symptoms.

1. When & Why to use Micro Conversions

When micro conversions help a thin account learn, and when they hurt it.

2. Quick Reference: Micro Conversions

A one page lookup for choosing micro conversions at a glance.

3. Identify Micro Conversions

How to find the actions worth counting in a specific account.

4. Apply Micro Conversions

Setting your chosen micro conversions live without polluting the primary goals.

Micro Conversion & Segmentation Sheet

Sheet template for mapping micro conversions and the segments they belong to.

1. Account Structure Dogma

The structural rules the Framework holds to, and the reasoning behind each one.

2. Wireframes: Build Accounts For Better Results

Wireframe patterns for laying out campaigns and ad groups before you build. Refresh coming.

3. Account Structure: When to Split & Restructure

The signals that justify splitting a campaign, and the ones that only look like they do.

4. Account Structure & Match Types?

How your match type choice drives the structure you build around it.

5. How to Approach Budget & KPI

Setting budgets and KPIs that the bid strategy can realistically deliver against.

6. Bidding Strategy Foundation

Choosing a starting bid strategy based on data volume and the goal in front of you.

7. Responsive Search Ad (RSA) Optimisation

Building and improving RSAs while keeping control of what Google assembles.

8. Competitor Ad Reconnaissance (with template)

A repeatable process, plus template, for reading what your competitors are running.

9. Q&A: How Many RSAs Per Ad Group?

How many RSAs to run per ad group and why the count matters.

10. Performance Max Pros & Cons

An even read on where Performance Max earns its place in an account.

11. Content Suitability

The content and placement suitability settings to lock down before spend starts.

Google Ads Audit Template

The audit template for working through an account you have just inherited.

Ad Spend ROI Prediction & Forecast Tool

Forecast spend, leads and return before you commit a budget.

Ad Predictions Sheet

Sheet for modelling expected ad performance against your targets.

Negative Keyword List Categories

Ready made negative keyword categories to load in before launch.

1. Account Structure Golden Ratioes

The ratios that keep keywords, ad groups and campaigns in proportion.

2. Keyword Match Type Methodology

The Framework's method for controlling traffic through match types.

3. AI Max for Search Campaigns

What AI Max changes inside a Search campaign and how to keep control of it.

4. PMax Campaign Build: Standard Setup for Lead Gen

A step by step Performance Max build for lead gen accounts.

5. Bidding Strategy Cheat Sheet & Quick Start Guide

One page for picking the right bid strategy and starting it correctly.

6. Account Structure Questions & Answers

The structure questions members ask most, answered in full.

7. Q&A: How to safely split campaigns?

Splitting campaigns without throwing away the learning you already have.

8. Ad Extensions Become Assets

What the move from extensions to assets changed in day to day practice.

9. Basic: Landing Page Checklist

The short landing page checks to run before a campaign goes live.

10. Advanced: Landing Page Checklist

The deeper landing page pass for pages that need to convert harder.

Jonah's Landing Page Research Checklist

Research checklist for gathering everything a landing page rewrite needs.

How to use Google Ads Editor

A full walkthrough of Google Ads Editor for building and bulk editing.

142 Callout extension examples

142 callout assets to pull from when you are staring at an empty field.

All countries & cities

Location list for building geo targeting and location based keywords.

Audience Targeting List

An audience list to work from when you are layering targeting.

Placement exclusions for kids channels

Exclusion list for keeping Display and video spend off kids channels.

Shopping: Product Feed Requirements

The feed fields Shopping needs in place before campaigns will perform.

Zero impressions on a new Search campaign: what to check

The checks to run when a brand new campaign shows nothing at all.

CRITICAL: Watch this video before you optimise

The hour that stops you making the optimisation mistakes almost everyone makes.

Field Guide: Performance Drop Diagnosis

A diagnostic path for finding the real cause when performance falls.

Field Guide: Budget & Spend

Diagnosing budget and spend problems: under spending, over spending, capped.

Field Guide: The Client Meeting

Running the client meeting with your numbers and next steps ready.

1. Avoid Under & Over Optimisation

How often to touch an account, and what to leave alone.

2. Week 1 of a New Campaign or Account

The first week of a new campaign, step by step.

3. Month 1 to 2 of Your New Campaign

The moves that belong in months one and two.

4. The Keyword Decision Matrix

A matrix for deciding whether to keep, pause, split or negative a keyword.

5. Working with Negative Keywords

Applying negatives at the right level without starving the campaign.

6. Search Term Report Rules

The rules for reading a search term report and acting on what it tells you.

7. Keyword Detox Tool

Walkthrough of the tool for clearing out keywords that are dragging performance.

8. Migrate Away from Maximise Conversions

Moving onto a target based strategy without losing volume in the handover.

9. Budget Optimisation Game Plan

Reallocating budget across campaigns on evidence rather than instinct.

10. Budget Won't Spend?

Why a campaign under spends and which lever to pull.

11. Real Scenario: Budget less than tCPA (portfolio bid strategy)

A worked case where budget sits below target CPA, solved with a portfolio strategy.

12. Real Scenario: diagnose poor tCPA performance

A worked diagnosis of a target CPA campaign that stopped delivering.

13. How to launch a Broad Match test

Running a broad match test you can actually read and reverse.

14. Auto-apply recommendations

Which auto-apply recommendations to allow and which to switch off.

17. Diagnose & Scale Smart Bidding

Reading Smart Bidding performance and scaling it without breaking the campaign.

18. Weekly Optimisation Routine

The full weekly routine, start to finish.

19. Looker Studio Reporting Dashboard for Clients

A client reporting dashboard in Looker Studio, ready to connect.

20. Proactive vs Reactive Management Processes

An hour on running accounts ahead of problems.

Field Guide: Proactive Account Management

The field guide version of the proactive management process.

Landing Page Optimisation Tips & Tricks

The landing page changes that move conversion rate.

Get Access to the New Dashboard

Set up your Overseer dashboard access and connect your accounts.

2-step Product Feed Optimisation

A two step process for cleaning and then improving a product feed.

(Advanced) Tiered Shopping Campaign Structure

Priority tier Shopping structure for controlling which products get which traffic.

Launching a New Ecommerce Account (Zero Data)

A launch plan for an ecommerce account with no conversion history to learn from.

Standard Shopping vs PMax with John Moran

John Moran on when Standard Shopping still beats Performance Max.

(Advanced) Example Campaign Structure with John Moran

A worked ecommerce campaign structure, walked through with John Moran.

Post PMax Migration Checks with John Moran

What to check once you have migrated into Performance Max.

1. PMax: The Basics

How Performance Max works and what you genuinely control.

2. PMax: The Conversions

Setting conversions so PMax optimises towards the outcome you want.

3. PMax: The Campaign Structures

Structuring PMax campaigns and asset groups for control.

4. PMax: Budgets & Bidding

Budget and bid settings for PMax, including the traps.

5. PMax: Setup Final Checks

The final pass before a PMax campaign goes live.

6. PMax: Optimisations

Ongoing PMax optimisation using the levers you are given.

Looking for the Vault?

Where to find the Automation Vault scripts and how access works.

Start here!

How the Agency Framework is structured and where to begin.

Overview of the 'Perfect' Agency Framework

The whole model in one sitting: value, acquisition and operations.

Choose Your Path: Lifestyle or Scale

Deciding which agency you are building before you start building it.

Streamlined Vision

Setting a vision narrow enough to make real decisions against.

Your 60 to 90 Day Plan (Simple Goal Setting)

A short goal plan you will actually follow.

Backwards Business Plan (Financial Planning) Part 1

Starting from the income you want and working back to the numbers.

Backwards Business Plan Part 2

Turning those targets into client count, pricing and capacity.

Backwards Business Plan Part 3

Finishing the plan and pressure testing it.

Running Lean & Maximising Profits

Keeping the cost base down while the agency grows.

Profit-Fix Formula

The formula for finding where profit leaks and closing the gap.

Productise vs Service (or Both)

Choosing between productised offers and bespoke service work.

Setup Fees & Pricing Models

Pricing models that cover the work and the risk you carry.

Performance Fees & Attribution

Structuring performance fees so attribution does not cost you money.

Invoicing: Get Paid Before Work Starts

Billing terms that put cash in before delivery begins.

Exceptional vs Everyone Else

What separates the agencies clients stay with.

Agency Priorities

What to work on first when everything looks urgent.

Agency Priorities FAQ

The follow up questions on prioritising, answered.

How To Approach This Pillar

How to work through the value pillar.

Lead to Sale Flowchart

The path a lead takes from first touch to signed, mapped out.

Amplify Your Market Value

Raising what the market is willing to pay you.

How to Pick Your Niche

Choosing a niche you can realistically win in.

Position & Value Proposition

Writing a position a buyer understands in one line.

Position vs Offer: What's the Difference?

Where positioning ends and the offer begins.

Good & Bad Positioning Examples

Real positioning examples pulled apart.

Frontend: Marketing Offer

Building the offer that earns attention.

Backend: Sales Offer

Building the offer that gets signed.

Productising Your Offer

Turning delivery into something repeatable.

Refine Your Offer (Easy Win)

A quick pass to sharpen an offer you already have.

Diagnosing Your Offer

Working out why an offer is not converting.

Productise The Ultimate Solution

Packaging the full solution clients want to buy.

[Case Study] Get Paying Clients in Weeks

A case study of going from offer to paying clients quickly.

Important Reminder!

A short reset before you move on to acquisition.

The 5 Rules of Lead Gen

Five rules that govern agency lead generation.

Pick ONE (Avoid Overwhelm)

Choosing a single acquisition channel and committing to it.

The Funnel in Action

A working funnel walked through end to end.

30% Opt-in Funnel

The opt in funnel built to convert at 30 percent.

Funnel Email Details

The emails behind the funnel and the job each one does.

Optimise Your LinkedIn Profile for Lead Generation

Turning a LinkedIn profile into a lead source.

Easy Organic LinkedIn Leads

Organic LinkedIn activity that produces conversations.

Stealth Cold Outreach

Cold outreach that gets replies.

Looking for Red Flags

Spotting the prospects who will cost you money.

How To Sell (by Not Selling)

A sales conversation that does not feel like one.

The Close (Sign Here, Please...)

Closing without a proposal.

[Case Study] Creating a Funnel Lead Machine

A case study of a funnel built to run itself.

Pre-Sale Onboarding Checklist

What to collect and agree before the contract is signed.

Post-Sale Onboarding Checklist

The first steps to take the moment a client signs.

How to: Upload & Customise the Onboarding Checklist

Loading the checklist into your own tools.

First 90-day Communication Schedule

What to send a new client, and when, across the first 90 days.

Speed Reports for Efficient Progress Tracking

Short reports that keep clients informed without eating your week.

Automate Reporting & Improve Client Comms

Automating the reporting round so client comms improve.

Agency Hiring & Structure (with Member Examples)

How to structure a team, with real member examples.

My 'Copy+Paste' Modular Agency Structure

A modular org structure you can lift straight into your agency.

Hire to Win Playbook

The full hiring playbook, from role definition through to offer.

Hiring System Flowchart

The hiring process laid out as a single flowchart.

Fixing Operation Headaches

Finding and fixing the operational problems that slow delivery.

Reactive vs Proactive Management

Running client work ahead of problems.

8 Ways to Incentivise Your Team

Incentives that work beyond another pay rise.

Hi I'm Aleksej, here's what we'll be covering

What the tracking course covers and who it is aimed at.

Google Analytics 4 Overview

How GA4 is put together and what it actually reports.

Basic GA4 Setup

Getting a GA4 property configured correctly from the start.

Key Events in GA4

Defining key events and understanding what they feed.

Creating Custom Audiences in GA4

Building audiences in GA4 for use inside Google Ads.

How Tag Manager Works

Tags, triggers and variables explained without the jargon.

Navigating the Interface

A working tour of the Tag Manager interface.

How Tracking Works in Google Ads (Start Here)

How Google Ads records a conversion and where it commonly breaks.

Form Submission Conversions

Tracking form submissions reliably.

Phone Calls Conversions

Tracking calls from the ad and from the site.

Enhanced Conversion Tracking for Leads

Setting up enhanced conversions for lead gen accounts.

Offline Conversion Tracking

Feeding closed deals back into Google Ads.

Setting up Tracking in WordPress using GTM

A GTM implementation on WordPress from start to finish.

Ecommerce Conversion Tracking

Ecommerce tracking with purchase values passing through.

Server-Side E-commerce Tracking for WordPress

Server side tracking for WordPress ecommerce.

Native GA4 Conversion Tracking for Shopify

Shopify's native GA4 tracking setup.

Server-Side Tracking for Shopify

Server side tracking on Shopify.

What is Google Consent Mode and who should care?

What consent mode is and whether it applies to you.

How to set up Consent Mode using Cookiebot

Consent mode implemented with Cookiebot.

Google Tag Gateway

What Tag Gateway does and when it is worth using.

Cloudflare Zaraz Overview

Running your tags through Cloudflare Zaraz.

UTM Rewriting

Rewriting UTMs so attribution stays intact.

These updates are coming soon

What is being added to Tracking Mastery next.

God Tier Search Terms Report

The flagship script: a search term report built for acting on.

Google Display Network Enabled Alert

Alerts you when a Search campaign has Display quietly switched on.

Broken Link Checker

Finds ads and keywords pointing at broken URLs.

Search Partner Alerts

Flags Search Partner performance that needs a decision.

Disapproved Ads Alert

Tells you an ad is disapproved before the client notices.

Account Anomaly Detector

Watches for spend and performance anomalies across your accounts.

Negative Keywords Suggestions

Suggests negatives drawn from recent search terms.

Trending Search Terms

Surfaces the search terms that are climbing.

Change History Alerts

Reports what changed in the account, and who changed it.

Ad Created Date

Shows how old every ad is so stale creative gets refreshed.

Audience, Device & Location Bidder

Adjusts bids by audience, device and location on rules you set.

Automated Manual Keyword Bidding

Manual keyword bidding, automated to your own rules.

Close Variants Report

Reports which close variants Google is matching you to.

Duplicate Competing Keyword Checker

Finds keywords competing against each other across the account.

Keywords to Negative List

Moves chosen keywords into negative lists in bulk.

Impression Based Auto Negative Keywords

Automatic negatives driven by impression thresholds.

Low QS Alert

Alerts on keywords falling below your Quality Score floor.

Make Exact Match Exact

Tightens exact match back towards genuine exact.

Performance Max Trending Search Categories

Pulls trending search categories out of Performance Max.

QS Analysis Report

Quality Score broken down so you can see what is dragging it.

Revenue Maximiser Tiering Script for PMax & Shopping

Tiers products by revenue for Performance Max and Shopping.

Search Partner Performance

Search Partner performance split out from everything else.

Search Query Mining ngram report

N-gram mining across search queries to find the patterns.

Remove Duplicate Ads

Finds and clears duplicate ads.

Report Trending Search Terms: Daily

A daily trending search term report.

Report Trending Search Terms with Comparison

Trending search terms with period on period comparison.

Word Count Analysis for Shopping Item Titles

Analyses Shopping title length against performance.

Negative Keyword List Builder

Builds negative keyword lists from your rules.

AI Prompt: Search Term Negative Keyword Miner

An AI prompt that mines search terms for negatives.

AI Automation: Weekly Analysis & Actions

An AI automation that runs the weekly analysis and proposes the actions.

The 23 Pillars of Ad Copy Playbook

The 23 pillars with real before and after examples.

Ad Copywriting Cheat Sheet

One page to write from when the blank ad box is staring at you.

Basic: Automating Your Ad Copy with A.I.

Getting usable ad copy out of AI instead of generic filler.

Advanced: Ad Copy Agent

A self improving ad copy agent built on the 23 pillars.

Advanced: Claude Version

The same agent, set up for Claude.

Download your Landing Page Checklist

The 93 step checklist, with the 80/20 filter for priorities.

Bonus: the one landing page that no one talks about

The page type most advertisers never build.

Get Access to the New Dashboard

Connect your accounts and set your budget and conversion alerts.

Three sessions with John Moran

Standard Shopping versus Performance Max, an advanced ecommerce campaign structure, and the post migration checks. All three sit in the Framework's 6. Shopping section above.