Private corporate batches, live online cohorts and 1-on-1 mentoring in paid search and paid social — auction mechanics, account structure, Smart Bidding, conversion tracking and profitable scale — taught by a practitioner who runs it in production.
20 years across DevOps, SRE and Security · 10,000+ engineers trained · Trained teams at JPMorgan Chase, Verizon, Nokia and the World Bank
Principal DevOps Engineer & Architect
Rajesh teaches PPC from the auction outward: how Ad Rank, quality signals and actual cost per click are calculated, why the number you bid is rarely the number you pay, and what an automated bidding strategy is actually optimising against. Sessions are built around measurement — conversion actions and values, attribution windows, tag configuration, offline conversion import and consent handling — because bidding automation is only as good as the signal beneath it. Structure, match types, negative keyword management, asset and landing-page testing and cross-platform budgeting are all taught inside live accounts, with the deprecated tactics named explicitly so nobody carries them forward.
Twenty years across DevOps, SRE and Security, in principal and architect roles at PayPay, SoftwareAG, ServiceNow, JDA Software, Intuit, Adobe and others. He has trained engineers at JPMorgan Chase, Verizon, Nokia, the World Bank, VMware, Oracle, Mercedes-Benz and Airbus — more than 10,000 people personally. He teaches what he runs, not what he reads.
You are booked with a named engineer, and that is who turns up. Marketplaces and larger providers rotate whoever is free, so the person who sold you the agenda is rarely the person teaching it.
The same trainer is available for the next engagement, which matters when a team builds on what it learned last time.
Your batch is assigned a named trainer before it starts, and that is who teaches it. See the full faculty.
Engagements are matched on the tool, not the calendar. For PPC that means a trainer who has run it in production — paid search and paid social — auction mechanics, account structure, Smart Bidding, conversion tracking and profitable scale — rather than whoever is free that week. You are told who is teaching before you commit, and that person is on the discovery call that shapes the agenda.
Where a batch is large enough to need a second trainer, the pairing is declared up front. The lead trainer stays accountable for the syllabus and the assessment either way.
Principal DevOps Engineer & Architect
Twenty years across DevOps, SRE and Security in principal and architect roles at PayPay, SoftwareAG, ServiceNow, JDA Software, Intuit, Adobe, IBM/Emptoris, Ness, MindTree and Accenture. He has trained more than 10,000 engineers personally, at organisations including JPMorgan Chase, Verizon, Nokia, the World Bank, VMware, Oracle, Mercedes-Benz and Airbus. He teaches what he runs, not what he reads.
Teams of 8–30
Custom agenda, your timezone, onsite or online, NDA-friendly.
Request a quoteIndividual engineers
A private instructor and a curriculum built around your goal.
₹99,999Individuals who want peers
Scheduled batch, max 8 to 10 hours of live instruction.
₹34,999A private batch starts with a discovery call. We look at the stack you actually run — the CI system, the cloud, the constraints — and map the agenda onto it, so examples use your topology rather than a generic one.
Delivery is onsite at your premises, live online, or hybrid, scheduled around your release calendar rather than ours. Batches run 8 to 30 engineers.
Every attendee leaves with recordings, slides, lab repositories and a completion certificate. You receive an attendance and assessment report. Invoicing supports PO and GST.
Talk to us about a private PPC batchPPC — pay-per-click — is the advertising model where an advertiser is charged when someone clicks the ad rather than when it is shown. The dominant implementation is the search auction: a person types a query, eligible advertisers enter an auction, and position and cost are determined not by bid alone but by bid combined with expected click-through rate, ad relevance and landing page experience. That is why a smaller advertiser with a genuinely better-matched ad and landing page can outrank a larger one paying more, and why the actual cost per click is usually below the maximum bid.
The discipline extends well beyond search. Google Ads spans the search network and search partners, the display network, YouTube, Shopping through Merchant Center, and the automated Performance Max campaign type. Microsoft Advertising covers Bing and its partners with a near-identical structure and materially different competition. Meta and other social platforms sell on audience and creative rather than query intent. The mechanics differ; the underlying job — buy attention at a cost below the value it produces — does not.
What makes PPC an engineering-adjacent skill rather than a purely creative one is measurement. Conversion tracking, attribution models, offline conversion import, tag management and consent handling determine what the bidding algorithms learn from, and automated bidding is only as good as the conversion signal underneath it. Most accounts that fail do so because they are optimising toward a number that does not represent business value, not because the ad copy was weak.
Paid search has moved from manual control to signal quality. Broad match combined with automated bidding, Performance Max and responsive search ads have taken most of the keyword-level and bid-level levers away from the advertiser and replaced them with a different job: feeding the system accurate conversion data, correct values, sensible audience signals and clean account structure. Teams that still manage accounts as if it were 2015 are competing against systems that learn faster than they do.
Measurement got harder at the same time. Third-party cookie restrictions, consent requirements, privacy thresholds on search-term reporting and the shift to data-driven attribution mean the naive click-to-conversion chain no longer holds. Enhanced conversions, offline conversion import and server-side tagging exist because the simple version stopped working.
Budgets are also under closer scrutiny than they were. Organisations want people who can defend a spend decision with a measurement model, not a screenshot of a dashboard — who understand the difference between last-click revenue and incremental revenue, who can explain why cost per acquisition rose, and who can scale spend without watching efficiency collapse.
The mechanics before the interface. Who the parties are, what happens between a query being typed and an ad being shown, and how cost is determined. The economics — cost per click, cost per acquisition, return on ad spend — and where PPC sits against SEO and other channels, including when it is the wrong investment.
Topics: Introduction to pay per click marketing · Understanding search engine advertising · Entities involved in PPC advertising · Workflow of a PPC ad from query to impression · History of PPC and what has changed · Properties of a compelling PPC ad · General formula for calculating PPC and effective cost per click · Advantages of PPC and its honest limitations · PPC versus SEO and the paid-organic interaction
Getting the foundations right, because structure decisions are expensive to reverse. Account creation, currency and time zone, the campaign–ad group–keyword hierarchy, billing and access levels, and manager accounts for agencies and multi-brand advertisers. Then the interface itself and the settings that quietly change everything.
Topics: Understanding Google Ads and creating a website for your ads · Creating an account: how to sign up · Setting up currency and time zone · The hierarchical account structure · Submitting billing information and understanding billing options · Types of account and account creation paths · Account access levels and their differences · The dashboard and navigating your account · Campaigns, tools and billing views · About account settings and campaign settings · Manager accounts and multi-account management
Where ads can appear and what that means for intent and cost. The search network and search partners, the display network, YouTube, and the newer automated campaign types. Then targeting: device, location, language, audiences and schedules — and how each targeting choice narrows or dilutes the auction you are entering.
Topics: Google networks and where they differ · Google search network and search partners · Google display network · YouTube and video placements · Campaign and ad types available today · Targeting methods: device, location, language · Where your ads will appear · How costs are calculated across networks · Audience targeting and audience signals · The display network view and placement reporting · Retired surfaces and what replaced them
Constructing a campaign end to end and understanding every setting rather than accepting defaults. Objective, budget, geography, language, schedule and rotation. Ad groups as the unit of theme and relevance, and the advanced settings that silently affect delivery.
Topics: Understanding the campaign objective · Campaign setup step by step with detailed explanation · Understanding different targeting methods: device, location, language · Bidding and budget settings · Campaign advanced settings · Ad delivery method, ad scheduling and ad rotation · Ad groups: organising your account · Creating a new ad group and how ad groups work · Understanding your ad group status · Shared budgets and portfolio settings · Campaign experiments and drafts
What you are actually asking the system to optimise. Manual and enhanced cost per click, then the value- and conversion-based automated strategies — target cost per acquisition, target return on ad spend, maximise clicks, conversions and conversion value. What data each needs before it will perform, how learning periods behave, and which legacy strategies are gone.
Topics: Bid strategy overview and how bidding fits Ad Rank · Manual and automated bid strategies · Enhanced cost per click · Maximise clicks · Maximise conversions and target CPA · Maximise conversion value and target ROAS · Portfolio bid strategies · Learning periods and why not to panic-edit · Bid simulators and forecasting · Retired strategies such as target search page location and target outranking share · Choosing a strategy for the data you actually have
The demand side. Keyword research and intent classification, match types as they behave now, and the quality signals that determine whether you compete at all. Then the ongoing discipline: search-term reports, negative keyword management, cross triggering between ad groups, and the reporting thresholds that hide some of what you would like to see.
Topics: Introduction to keywords and types of keywords with examples · Keyword research and intent classification · The Keyword Planner tool and traffic estimation · Quality score and its components · Ad rank and actual cost per click calculation · Keyword bidding and bid adjustments · Negative keywords and negative lists · Cross triggering between ad groups · Search query report and search-term management · Privacy thresholds in search-term reporting · Broad match with Smart Bidding and how the game changed
What the user actually sees, and where they land. Responsive search ads, headline and description variety, ad strength and what it does and does not mean, dynamic keyword insertion and its risks. The full asset set — sitelinks, callouts, structured snippets, call, location, price, app, image — then landing pages, testing and policy.
Topics: Introduction to ad text and creating ad copy · Types of ad copy and responsive search ads · Ad strength and asset variety · Dynamic keyword insertion and countdown customisers · Expanded text ads and the migration away from them · Ad preview and diagnosis tool · Assets and extensions: sitelinks, callouts, structured snippets · Call, location, app, price and image assets · Seller ratings and review assets · Google Ads policies and disapprovals · Landing pages: use, types and elements of an effective page · Testing the landing page and A/B testing · Landing page policy and page experience · Landing page performance reporting
The most consequential module, because everything automated depends on it. Defining conversion actions and values, primary versus secondary conversions, tag deployment through Tag Manager, importing analytics goals, and offline conversion import for businesses whose sale happens later. Then attribution models, conversion windows, consent handling and enhanced conversions.
Topics: Understanding campaign objective and what to count as a conversion · Types of conversion and conversion values · Setting up conversion tracking and conversion sources · Conversion windows and counting settings · Attribution models and data-driven attribution · The conversion tracking tag · Tag Manager configuration · Importing analytics goals and events · Importing offline conversions · Tracking calls in Google Ads and through third-party tools · Enhanced conversions and hashed first-party data · Consent mode and privacy requirements · Server-side tagging in outline · Diagnosing missing or duplicated conversions
Everything beyond text ads on search. Merchant Center and product feeds, shopping campaigns and product listing ads, dynamic search ads for large catalogues, and Performance Max — asset groups, audience signals, listing groups and the reporting you do and do not get. Then display targeting and reporting, and video advertising on YouTube.
Topics: Introduction to shopping ads and product listing ads · Merchant Center, product feeds and feed quality · Shopping campaign structure and product segmentation · Introduction to dynamic search ads · Performance Max: asset groups, audience signals and listing groups · Performance Max reporting limits and how to work within them · Display targeting tools and audience types · Display campaign reporting and placement exclusions · Video and YouTube ads: formats and targeting · Demand generation campaigns · Smart campaigns and where automation is appropriate · Remarketing and audience lists
Running the whole paid programme. Microsoft Advertising for Bing — structure, import, features that differ and where competition is lighter. Meta Ads for audience- and creative-led buying. Then the operational layer: bulk editing with Google Ads Editor, scripts and automated rules, reporting cadence, budget pacing and the recurring optimisation routine.
Topics: Getting started with Bing Ads and Microsoft Advertising · Bing Ads features and where they differ from Google · Bing campaign optimisation · Bing Ads Editor and billing · Getting started with Facebook and Meta Ads · Audience and creative-led buying versus intent-led buying · How Google Analytics tracking code works with paid media · Cross-channel attribution and budget allocation · Google Ads Editor for bulk changes · Scripts and automated rules · Reporting cadence and dashboards with Looker Studio · Budget pacing and month-end management · A weekly and monthly optimisation routine · Auditing an inherited account
We rebuild the agenda around the tools you actually run.
Request a custom agendaCreate a real account with clean naming, campaign and ad group structure, budgets and access control, then have it reviewed against a structure checklist.
Mine a week of real search-term data, classify by intent, build a negative list, and identify new keyword and ad group opportunities with evidence.
Deploy conversion tracking through Tag Manager, validate the tag fires correctly, set values and windows, and import an offline conversion.
Move a live campaign to an automated bidding strategy, document the learning period, resist the urge to edit, and report what actually changed.
Write an asset set that earns strong ad strength without generic filler, then run an A/B landing page test with a stated hypothesis.
Take an inherited multi-channel account, audit structure, tracking, bidding, creative and spend, and deliver a prioritised 90-day plan with expected impact.
Billed yearly at ₹9,996
Max 8 to 10 hours of live instruction
Full program, private instructor
8–30 engineers · custom agenda · onsite or online · PO and GST invoicing
Refunds. If we cancel or postpone a cohort, you get a full refund within 15 days. There is no money-back guarantee otherwise.
Terms. Course material remains licensed to the attendee. Read the terms.
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Certificate of completion
Very detailed explanation and has lots of patience in attending the questionnaire. Thanks again for your wonderful sessions.
Good discussion, helped us to understand different tools in SRE.
Got good lab sessions which kept the new DevOps tool learnings to the point and it helped a lot in my career.
I took Terraform training with the tutor named Mithilesh. I requested to tailor the course curriculum for my needs. He did an excellent job of showing me how to write the Terraform script per the instructions provided.
My experience with the AIOps training was positive. The course covered important topics in a structured way, and Rajesh Kumar explained the concepts patiently. I found the practical aspects particularly helpful because they made the technical content easier to understand.
I was looking to improve my understanding of AIOps, and this training helped me achieve that goal. Rajesh Kumar explained the subject in a structured and practical manner. The sessions on different AIOps concepts were informative.
| What matters | YouTube + blogs | Generic online course | Freelance marketplace | DevOpsSchool |
|---|---|---|---|---|
| Named practitioner | No | Rarely | Varies per booking | Yes — same trainer each time |
| Production experience | Unknown | Unknown | Unverified | 20 years, named employers |
| Custom agenda | No | No | Sometimes | Built from your stack |
| Onsite delivery | No | No | Sometimes | Yes |
| Lab environment | None | Sandbox that expires | Varies | Your own cloud — skill goes with you |
| Assessment | None | Quiz | Rarely | Assignments + capstone per module |
| Per-attendee certificates | No | Sometimes | Rarely | Yes |
| Corporate invoicing | No | Limited | Varies | PO and GST |
| Post-training support | None | Forum, time-limited | None | Lifetime forum access |
Tell us the team, the stack and the timeline. You'll get a straight answer, not a sales sequence.
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