Online Advertising Playbook Choose a book
Menu

Two 2027 playbooks for small business

Paid ads.
Without the guesswork.

A matched pair of practical guides for finding customers on Google, Facebook and Instagram without surrendering commercial control.

Choose the platform your business needs now, or use both books to build a complete demand-capture and demand-creation system.

Choose your playbook Compare what is inside
  • Commercially controlled campaigns
  • Clear measurement systems
  • Practical 90-day plans
The Small Business Google Ads Playbook and Meta Ads Playbook 2027 hardcover books
2Books · 46 chapters
22 working appendices

Capture active demandUse Google Ads when people are already searching.

Create and convert attentionUse Meta Ads across Facebook and Instagram.

Judge business outcomesRead both platforms through customers and contribution.

The advertising playbook series

Choose one platform. Understand the whole system.

Each book stands alone. Together they show how a small business can capture existing demand, create new demand and evaluate both with the same commercial discipline.

The Small Business Google Ads Playbook: 2027 Edition

Google Ads

Capture active demand with control.

A practical system for building, measuring and improving Google Ads campaigns around customer value, qualified outcomes and an affordable downside.

22 chapters10 working tools3 formats
  • Decide whether paid search deserves a budget
  • Build controlled Search campaigns you can explain
  • Use AI Max and Performance Max with guardrails
  • Connect clicks to qualified leads and customers
Explore this book Amazon listing link coming soon
The Small Business Meta Ads Playbook: 2027 Edition

Meta Ads

Turn attention into measurable growth.

A practical system for planning, creating, measuring and improving Facebook and Instagram campaigns with commercial control.

24 chapters12 working tools3 formats
  • Choose outcomes tied to margin and lead quality
  • Build Advantage+ campaigns with clear guardrails
  • Create Reels, partnership ads and useful tests
  • Connect Pixel, CAPI and CRM signals responsibly
Explore this book View on Amazon

One commercial operating system

Platform tactics change. Sound decisions travel.

Both books use the same business-first standard, so owners can compare channels without changing the definition of success.

01

Begin with the business case

Set customer value, capacity, evidence needs and an affordable downside before either platform spends.

02

Give automation boundaries

Use Smart Bidding, Performance Max and Advantage+ with suitable signals, ownership and clear review rules.

03

Measure the whole journey

Connect attention and clicks to qualified leads, customers, fulfilled orders and contribution.

04

Operate with a rhythm

Use practical briefs, checklists, scorecards and 90-day plans to stop, repair, hold or scale.

Google Ads and Meta Ads Playbook books presented together on a dark blue campaign background

A connected paid-advertising library

Search intent on one side. Social discovery on the other.

The Google Ads Playbook helps you meet active demand. The Meta Ads Playbook helps you earn attention and create response. Both start with economics, measurement and ownership before platform setup.

  • Commercial briefs before campaign builds
  • Measurement plans linked to real outcomes
  • Automation, creative and account guardrails
  • Weekly scorecards and 90-day action plans
Compare both books

About the author

Denny Cartwright

Denny Cartwright is the founder of KSJ Growth and the author of a growing practical business series. His work turns digital marketing and modern technology into operating systems that owners can understand, measure and improve.

The advertising playbooks share one principle: you do not need to memorise every platform control, but you should understand the commercial logic well enough to protect your budget and make better decisions.

Read Denny's author profile

Questions, answered plainly

Choose the right starting point.

Are both books suitable for beginners?

Yes. Both books are written in plain English for owners and small teams. They explain the commercial decisions beneath the controls, then build from business case and measurement to launch and optimisation.

Which book should I start with?

Choose the Google Ads Playbook when customers are already searching for what you sell. Choose the Meta Ads Playbook when you need to create attention, demonstrate the offer and reach suitable people through Facebook and Instagram. Many businesses will benefit from reading both.

Are the books relevant to UK businesses?

Yes. The writing, prices and examples use a UK context. Advertising, privacy and sector rules vary, so readers should obtain qualified advice where the consequences matter.

Do the books cover automation and AI features?

Yes. The Google book covers Smart Bidding, AI Max and Performance Max. The Meta book covers Advantage+ campaigns and generative creative tools. Both treat automation as a system that needs trustworthy signals, clear guardrails and honest review.

Do they explain conversion tracking?

Yes. The books cover conversion design, values, test journeys, first-party data, offline outcomes, lead quality, consent considerations and reconciliation between advertising and business systems.

Read all frequently asked questions

Choose your playbook

Start with the channel your business needs.

Both 2027 editions are available in Kindle, paperback and hardcover formats. The Meta Ads listing is live; the Google Ads purchase link will be added when Amazon activates it.

Google Ads

Capture active demand with control.

Kindle£7.99
Paperback£14.99
Hardcover£22.99