## Contents

- Platform-Specific Playbooks
- Google Search Ads — Quick Launch
- Meta Ads — Quick Launch
- LinkedIn Ads — Quick Launch

## Platform-Specific Playbooks

### Google Search Ads — Quick Launch

1. Research keywords (Google Keyword Planner, SEMrush, Ahrefs)
2. Group into tight themes (5-15 keywords per ad group)
3. Write 1 RSA per ad group (15 headlines, 4 descriptions)
4. Add all relevant **assets** (Google renamed "extensions" → "assets" in 2022). Current asset types: sitelink, callout, structured snippet, image, business name, business logo, promotion, price, lead form, call, location, app. Set up sitelinks + callouts + structured snippets at minimum.
5. Start with Maximize Clicks, set a max CPC bid limit
6. Add negative keywords from starter list
7. Set up conversion tracking before spending a dollar
8. After 30+ conversions: switch to Maximize Conversions or Target CPA
9. Review search terms weekly, add negatives
10. Test new ad copy monthly

### Meta Ads — Quick Launch

1. Install Pixel + set up Conversions API
2. Define conversion event (purchase, lead, trial signup)
3. Create Campaign: Conversions objective, **Advantage+ Campaign Budget** (Meta's 2023 rename of "CBO" — budget set at campaign level, distributed across ad sets)
4. Ad Set 1: Broad/Advantage+ targeting (let Meta find the audience)
5. Ad Set 2: 1% Lookalike of best customers
6. Ad Set 3: Retargeting (website visitors 30 days)
7. 3-4 ads per ad set — different creative concepts
8. Let learning phase complete (50 events per ad set per week)
9. Kill underperformers after 2x CPA spend, scale winners
10. Refresh creative every 2-4 weeks

### LinkedIn Ads — Quick Launch

1. Install Insight Tag on website
2. Campaign objective: Lead Gen or Website Visits
3. Target: Job titles OR job function + seniority + industry
4. Audience size: 50,000-500,000
5. Format: Single image for testing, then expand to video/carousel
6. Bid: Maximum delivery (start), then manual CPC once you have data
7. Use Lead Gen Forms (higher conversion than landing pages on LinkedIn)
8. Budget: Minimum $50/day per ad set (called "campaign" before LinkedIn's Oct 2025 rename)
9. Run for 2+ weeks before judging performance
10. Upload offline conversions from CRM for true ROI measurement

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