Module 1
How Google's paid surfaces work
One results page, four things on it — and only two you should pay for.
Still in Session 1, still deciding before you spend. Before you touch a dollar, you need to see the whole board: the Local Services Ads at the very top where you pay per lead, the “Sponsored” Search ads below where you pay per click, and the free surfaces underneath. This module decodes one real “near me” search slot by slot, kills the myth that the top spot just goes to the biggest spender, and then walks you through a firm decision rule — LSA first, Search first, or both — for your category, your market, and your budget.
a one-page ad plan — your surface decision, budget split, the one service in one town you’ll advertise, and the 60-day rule — so every later module is execution, not another decision.