Google Ads, end-to-end — Vol. 02 of The Operator's Manual ebook cover

Vol. 02 · The Paid Search Series

Google Ads, end-to-end.

The Operator's Manual

Google is the only place where the buyer tells you — in their own words, at the exact moment — what problem they are trying to solve. This volume is written for the people who sit inside the Google Ads account every week: what to build, what to measure, what to ignore, and what to never do twice.

$49USD · one-time · PDF
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The contents page and two sections from Google Ads, end-to-end — tap any page to read it full size.

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§ 01 — What's inside16 sections · 5 parts
  1. 01
    Account & campaign structure

    The four-tier hierarchy and how to name everything.

    Part · Foundation
  2. 02
    Campaign types & goals

    Search, PMax, Demand Gen, Video, Display — and when each is a trap.

    Part · Foundation
  3. 03
    Ad formats & assets

    RSAs, assets, display and video specs, with cost ranges.

    Part · Foundation
  4. 04
    Keywords & match types

    Intent taxonomy, match types, negatives, and search term discipline.

    Part · Reach
  5. 05
    Audiences & Customer Match

    First-party data activation — observation, targeting, and lookalikes.

    Part · Reach
  6. 06
    The Google tag

    Tag installation, conversion actions, enhanced conversions, consent mode.

    Part · Measurement
  7. 07
    Bidding & budget

    Smart Bidding strategies, budgets, benchmarks by intent class.

    Part · Measurement
  8. 08
    Attribution

    Data-driven model, GA4, gclid, offline conversion import, CRM revenue.

    Part · Measurement
  9. 09
    Platform integrations

    GA4, CRM, MAP, ABM, analytics, middleware, and the API.

    Part · Measurement
  10. 10
    Lead forms & landing pages

    Lead form assets, landing page quality, and when to use each.

    Part · Execution
  11. 11
    Performance Max

    Asset groups, signals, controls, and how to keep it honest.

    Part · Execution
  12. 12
    Testing & optimization

    Experiments, significance rules, and the weekly cadence.

    Part · Execution
  13. 13
    Account-based search

    Customer Match tiers, persona proxies, and the competitor play.

    Part · Execution
  14. 14
    Reporting & KPIs

    Funnel-stage KPIs, cadence, benchmark targets.

    Part · Discipline
  15. 15
    Compliance & governance

    Consent Mode, policy, trademarks, account hygiene.

    Part · Discipline
  16. 16
    Quick reference

    Launch checklist, common mistakes, vocabulary.

    Part · Discipline
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