Curriculum · Cohort 01 — Founding Batch

The full build. Session by session.

Four weekends, eight live sessions, one real ad account — yours. Below is exactly what happens in each session, what you do in the room, and the artefact you leave with. No filler weeks. Every Sunday ends with something live.

[ 1 live campaign · 1 reporting dashboard · 1 AI workflow library ]
WHAT EVERY GRADUATE WALKS OUT WITH — WEEK 4, SESSION 8
BOOK YOUR ASSESSMENT — ₹99 Admission is by assessment. Course fee ₹9,999 (founding) — paid only if you're selected.
8
Live sessions
32 hrs
Sat + Sun, 4 hrs each
4
Weekends, back to back
3–4 hrs
Homework / week. It's work.
Outcomes

What you'll be able to do by Week 4.

Six capabilities, each proven on your own account by the time the cohort ends — not watched, done.

Tracking

Measurement that holds up

GA4, Meta Pixel + Conversions API, Google conversion tags and UTM discipline — verified live on your own property in Week 1, before a single rupee is spent.

Meta Ads

Full-funnel Meta campaigns

Correct account structure, broad-vs-retargeting logic, a 6-variant creative system, and a 20-point pre-launch QA you run before every go-live.

Google Ads

Search & PMax with intent

Keyword and negative strategy, RSAs, asset groups — and the judgement to know when PMax deserves budget and when it quietly burns it.

Money Math

Defend the numbers

CAC, ROAS, breakeven ROAS, LTV, MER. The house rule you'll never break again: no campaign launches without knowing its breakeven number.

AI Workflows

Cut execution time with AI

Prompt chains for ad copy, creative briefs, search-term mining, audience research and weekly reports — built with you, tested on real campaigns, yours to keep.

Reporting

Ship client-ready reports

A Looker Studio dashboard plus an AI-written weekly narrative: what happened, why, and what's next — the report a client or manager actually reads.

4 weekends. 8 sessions. Every Sunday ends with something live.

[ WEEK 01 ]Foundations, tracking & the money math

Get the plumbing right before you touch a budget.

SAT · 4 HRS

How performance marketing actually works + tracking setup

In the room
  • How the auction really works — Meta & Google bid mechanics, ad rank, relevance
  • The full funnel mapped to campaign objectives, and why "boost post" isn't performance marketing
  • The money math on real numbers: CAC, ROAS, breakeven ROAS, AOV, LTV, MER
  • Install GA4 + Meta Pixel on your own site and verify a live event in DebugView
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You leave withTracking firing on your property + a unit-economics sheet with your breakeven number.
SUN · 4 HRS

Offer, audience & AI-powered research

In the room
  • Why the offer beats the ad — offer types, landing-page anatomy, message-match
  • Audience strategy for 2026: broad vs interest vs lookalike, and why broad + good creative wins
  • Your first AI workflow: build an ICP, mine competitor ads via Meta Ad Library
  • Cluster 20 customer pain points into 3 messaging themes — prompts go in your library
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You leave withAn ICP one-pager, 3 messaging angles, and the one-page campaign brief that drives Weeks 2–3.
[ WEEK 02 ]Meta Ads end-to-end — and launch day

Build a real campaign. Then actually launch it.

SAT · 4 HRS

Account structure, creative & AI copy systems

In the room
  • Business Manager hygiene and Campaign → Ad Set → Ad logic, narrated click by click
  • Objectives explained — and when each one is the wrong choice; CBO vs ABO
  • Creative strategy: formats ranked, the Hook–Body–CTA framework, the 3-second rule
  • A reusable AI prompt chain: one brief → 10 hooks, 15 copy variants, designer-ready briefs
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You leave with6 ad variants — copy + Canva statics — QA'd against a checklist and ready to launch.
SUN · 4 HRS

Launch day — build, QA & go live

In the room
  • Build a complete campaign: objective, ad sets, placements, attribution, naming convention
  • Verify pixel/CAPI events, set UTMs, run the full 20-point pre-launch QA doc
  • Budgets & bidding — how much to launch with, and the learning phase explained
  • Go live (or draft-complete on the no-spend track), then hands off for 3 days
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You leave withA live (or draft-complete) Meta campaign + a daily monitoring log. Discipline starts here.
[ WEEK 03 ]Google Ads + AI optimisation workflows

Read real data. Fix the right thing.

SAT · 4 HRS

Google Search — intent, keywords & launch

In the room
  • First read of your live Meta data — the "is this normal?" triage on real numbers
  • Search vs PMax vs Display vs YouTube; intent tiers and match types in 2026
  • AI keyword workflow: seed → cluster by intent → negative list → RSAs with pinning
  • Build your own Search campaign — ad groups, extensions, negatives, QA pass
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You leave withA live/draft Search campaign: 2 ad groups, RSAs, 20+ negatives, extensions applied.
SUN · 4 HRS

Optimisation systems + AI reporting

In the room
  • The optimisation routine — daily checks vs the weekly deep-dive
  • The kill / keep / scale decision tree, tied to your breakeven from Week 1
  • AI search-term & breakdown mining: classify terms convert / block / explore
  • Build a Looker Studio dashboard + generate your first AI-written weekly report
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You leave withA reporting dashboard and an AI-written weekly report — plus the capstone brief.
[ WEEK 04 ]Scaling, PMax & the capstone

Prove it — and package it into paid work.

SAT · 4 HRS

Performance Max, retargeting & scaling

In the room
  • Group clinic: the decision tree run live on real student accounts — you vote, then compare
  • PMax done right — when it deserves budget, when it burns it
  • The retargeting layer + the 70/20/10 full-funnel split and how it shifts
  • Scaling playbook: vertical vs horizontal, why CPA rises, creative refresh cadence
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You leave withYour capstone assembled — results slide, AI report, and a 30-day next-step plan.
SUN · 4 HRS

Capstone presentations + career playbook

In the room
  • Present your campaign: brief, structure, decisions, results vs breakeven, next-month plan
  • Scored live on a rubric shared in advance — no surprises
  • The freelance offer, packaged: audit → pilot month → retainer, with India pricing guidance
  • Where to find first clients, and how to keep your AI prompt library as a personal moat
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You leave withA portfolio-ready capstone, a verifiable Founding Cohort certificate, and a path to paid work.
The AI layer

AI on every task — not a bolt-on module.

Most courses teach AI as a separate chapter. Here it's a working layer on every job a media buyer does. You leave with a prompt library you helped build, tested on real campaigns — not a folder of screenshots.

Copy + Creative

One campaign brief in; 10 hooks, 15 copy variants and designer-ready creative briefs out — with a quality pass so it doesn't read like AI wrote it.

Research

ICP building, competitor ad mining via Meta Ad Library, and pain-point clustering into messaging themes — in minutes, not afternoons.

Optimisation

Search-term and breakdown reports classified by AI into convert / block / explore — the highest-leverage time-saver in the whole course.

Reporting

Weekly numbers in, client-ready narrative out: what happened, why, and what we're doing next. Edited by you, drafted in seconds.

The capstone

The portfolio piece with your name on it.

Every student presents a complete campaign story in Session 8. Two tracks, same deliverables — whether or not you ran live spend.

Track A · ran live ads

Your real campaign, start to finish

Brief, structure, creatives, two weeks of data, the optimisation decisions you made, results vs breakeven, and a 30-day next-step plan.

Track B · no ad budget

A real dataset, diagnosed

We hand you anonymised data from a real account. You diagnose it with the decision tree and present the same deliverables as Track A — minus the live spend. Same system, same proof.

Required deliverables
  • Campaign brief one-pager — offer, ICP, breakeven math
  • Account structure + tracking verification screenshots
  • Creative set (6+ variants) with the AI prompt chain that produced them
  • Live Looker Studio dashboard
  • AI-generated weekly report, edited by you
  • 10-slide deck ending with "what I'd do with ₹50,000 next month"
Certification

What earns the certificate.

  • 01Attend at least 7 of 8 sessions live — the labs and account reviews are where the learning happens.
  • 02Submit all 4 weekly homework artefacts.
  • 03Score 60+/100 on the capstone rubric.

Recordings are shared within 24 hours if you miss a session — but they don't count toward certification. This protects the live energy of the room.

The weekly load

3–4 hours of homework a week. It's work.

WEEK 01Tracking verified on your own site · unit-economics sheet · one-page campaign brief.
WEEK 026 finalised ad variants + landing page · campaign launched (or draft-complete) · daily monitoring log begins.
WEEK 03Google Search campaign live/draft · monitoring log continues · Looker Studio dashboard finished.
WEEK 04Capstone deck + full deliverables checklist complete before Sunday.
Cohort 01 · Founding Batch

Be the proof.

Admission is by assessment — 10 founding seats at ₹9,999 for selected students, then ₹12,999. Step 1 costs ₹99 and 15 minutes.

BOOK YOUR ASSESSMENT — ₹99 Back to overview