Online Advertising Playbook Choose a book
Menu

Inside both books

From first budget to controlled growth on two platforms.

The Google Ads book contains 22 chapters. The Meta Ads book contains 24. Both include practical appendices that turn the reading into an operating system.

Part I

Build the business case before the campaign

Decide whether the campaign deserves to exist before deciding how to build it.

  1. What Google Ads can and cannot do
  2. Make the economics work on paper
  3. Choose the right campaign for the job
  4. Build measurement before buying traffic
Part II

Build a controlled Search campaign

Create a bounded Search system that connects customer intent to a useful destination.

  1. Own the account and protect the business
  2. Design a campaign structure you can explain
  3. Turn customer language into controlled demand
  4. Control location, language, time and audience
  5. Write adverts that qualify as well as persuade
  6. Make the landing page finish the conversation
  7. Set budgets and bidding without surrendering judgement
Part III

Use automation without losing control

Give automation better signals, clear controls and an honest test.

  1. Test AI Max for Search as an expansion layer
  2. Make Performance Max accountable
  3. Use Demand Gen and video to earn attention
  4. Build Shopping from trustworthy product data
Part IV

Operate for profitable growth

Turn account activity into qualified customers, contribution and repeatable decisions.

  1. Close the loop from lead to customer
  2. Read reports in the right order
  3. Remove waste without removing opportunity
  4. Create an optimisation rhythm
  5. Troubleshoot the account methodically
  6. Follow the 90-day launch plan
  7. Know when to get help

Google Ads Playbook

Capture active demand with control.

22 chapters · 10 working tools

  1. 01

    Decide whether paid search deserves a budget

  2. 02

    Build controlled Search campaigns you can explain

  3. 03

    Use AI Max and Performance Max with guardrails

  4. 04

    Connect clicks to qualified leads and customers

  5. 05

    Remove waste without removing opportunity

Explore the Google Ads Playbook

Meta Ads Playbook

Turn attention into measurable growth.

24 chapters · 12 working tools

  1. 01

    Choose outcomes tied to margin and lead quality

  2. 02

    Build Advantage+ campaigns with clear guardrails

  3. 03

    Create Reels, partnership ads and useful tests

  4. 04

    Connect Pixel, CAPI and CRM signals responsibly

  5. 05

    Read attribution and incrementality properly

Explore the Meta Ads Playbook

Working appendices

Use the books as the agenda for the next account review.

The appendices include platform-specific guidance plus practical worksheets, calculators, checklists and scorecards shared across both advertising systems.

A

Plain-English Google Ads glossary

Key account, auction, campaign, automation, measurement and privacy terms explained clearly.

B

Commercial campaign brief

Define the audience, purpose, economics, controls, measurement and decision rule before setup.

C

Break-even calculator

Work backwards from contribution and customer value to an affordable acquisition cost and test budget.

D

Measurement plan

Record conversion actions, values, ownership, testing and reconciliation questions across platforms.

E

Launch and quality checklist

Check account safety, targeting, adverts, destinations, measurement and early controls.

F

Creative brief and concept matrix

Turn customer problems, proof, objections and offers into useful creative tests.

G

Search-term and audience learning log

Record what the platforms reveal about intent, response and the controls applied.

H

Automation guardrail sheet

Document readiness, expansion choices, exclusions, signals and review rules.

I

Weekly and monthly scorecards

Review operating signals, business outcomes, findings, actions and stop, repair, hold or scale decisions.

J

90-day action plan

Move from commercial foundations to controlled launch, learning and an evidence-based next test.

K

Provider and ownership checklist

Assess access, fees, measurement, reporting, change control and handover readiness.

Visit the companion resources area

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