Here’s our exact playbook. Run it yourself, or have us run it.
The B2B Paid Ads Playbook shows what to spend, where to spend it and what to expect, at budgets from $500 to $5,000 a month. It’s the same plan we work from before we spend a client’s first dollar. You can run it yourself. Or, if you don’t have the time or the expertise, we’ll do it for you.
What’s inside:
- The allowed-cost formula. One line of math that tells you the most you should pay for a booked appointment, worked out from your own numbers before you spend a dollar. There’s also a funnel math worksheet to plug them into.
- Three budget tiers, $500 to $5,000 a month. For each tier: how we split the budget across Google, Meta and LinkedIn, how to set up each platform, a six-month plan and the rules for when to spend more.
- The rules we run every account by. The four events to track, a one-business-day follow-up standard and what to fix first when the cost per appointment runs high (hint: not the budget).
- Honest expectations. What ads can and can’t do, and why we judge a program over 90 to 180 days. No appointment promises. Plus how timing changes for payroll and PEO, CPA firms, healthcare and wellness, nonprofits, franchises and professional services.
26 pages · 2026 edition · Free PDF
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