Deciding whether Google Ads deserves a budget
Start with the customer, contribution, capacity and the learning question, then set a bounded test.
The two books
Two platforms. One business-first standard.
The Google Ads and Meta Ads Playbooks connect platform controls to economics, customer quality, measurement, ownership and the next sensible business decision.
The practical approach
A campaign should earn the right to spend more.
Google Ads can put a small business in front of somebody at exactly the right moment. It can also spend quickly while reporting plenty of activity that does not prove the business is growing.
The book helps the reader tell the difference. It starts with what a customer is worth, which actions should count as conversions, where adverts may appear, how much uncertainty the business can afford and what evidence would justify the next pound of spend.
“The useful question is not, ‘Is paid traffic expensive?’ It is, ‘Can we acquire the right customer at a cost the business can sustain?’”
Examples use fictional businesses and deliberately simple numbers to explain the method. They are not performance promises. Readers replace them with their own margins, close rates, locations, lead times and capacity.
The Meta Ads Playbook
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
- Build Advantage+ campaigns with clear guardrails
- Create Reels, partnership ads and useful tests
- Connect Pixel, CAPI and CRM signals responsibly
- Read attribution and incrementality properly
What the system covers
Control, measurement and commercially useful decisions.
Each topic answers a business question before it becomes a platform action.
Controlled Search campaigns
Build an account structure that connects clear intent, relevant adverts and a useful destination.
Conversion tracking and measurement
Map the complete journey, choose meaningful conversions, test the chain and reconcile systems.
Commercial intent and lead quality
Distinguish activity from the enquiries, customers and orders the business actually wants.
Budgets, bidding and Smart Bidding
Set an affordable downside, understand average daily budgets and give automated bidding a suitable goal.
AI Max for Search
Treat AI Max as an expansion layer with explicit controls, evidence and a decision rule.
Performance Max and Demand Gen
Match broader automation and attention-led campaigns to trustworthy signals, creative and measurement.
Shopping campaigns
Build from reliable Merchant Center product data, sensible grouping and accurate purchase measurement.
Landing pages
Make the page continue the advert, reduce uncertainty, qualify demand and support the promised next step.
Reducing wasted spend
Review causes methodically across intent, targeting, measurement, pages and operations.
Reporting and optimisation
Read results in the right order and turn every review into a recorded business decision.
The 90-day launch plan
Move from foundations to controlled launch, learning, repair and the next bounded test.
The decision standard
Stop. Repair. Hold. Scale.
The book does not ask the reader to follow every platform recommendation or accept automation as proof of progress. It sets a clear operating standard: define the thesis, protect the downside, observe mature evidence and record the decision.
See the complete contentsChoose 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
Meta Ads
Turn attention into measurable growth.
Kindle£8.99
Paperback£17.99
Hardcover£24.99