Free playbook
The Paid Ads Playbook
How we plan, launch and scale Google Ads and Meta Ads, in one free guide. Read the infographics below, or unlock the full checklist.
- The four-stage funnel and which campaigns belong in each
- How to split budget between proven, scaling and test campaigns
- A 30-day launch plan, week by week
- The 16-point tracking and launch checklist we use
Infographic 01
The full-funnel plan
Most accounts only run bottom-of-funnel ads, then wonder why costs climb. Each stage feeds the next.
- 01 · Awareness
Get in front of people who don’t know you yet
YouTube
Reels
Measure · Cost per 1,000 views, thumb-stop rate
- 02 · Consideration
Give them a reason to look closer
Meta video viewers
Demand Gen
Measure · Landing page views, engaged sessions
- 03 · Conversion
Capture intent when they’re ready to buy
Measure · Cost per lead or purchase, ROAS
- 04 · Retention
Bring customers back for the next order
WhatsApp
Measure · Repeat rate, lifetime value
Infographic 02
What the platforms have published
Named advertisers' results from Google's and Meta's own case-study libraries.
Renault
−86%
cost per conversion
Lower cost per conversion after moving to Performance Max.
Source: Think with GoogleLOT Polish Airlines
+68%
conversion rate
Higher conversion rate than generic Search, at 3× lower CPA than Search-only campaigns.
Source: Think with GoogleEconomy Bookings
+40%
revenue and bookings
Increase in revenue and online bookings in the U.S.
Source: Think with GoogleFishingBooker
+8%
conversions
Additional conversions on top of existing Search campaigns.
Source: Think with GoogleMindvalley
1.2×
return on ad spend
Higher ROAS on Facebook and Instagram than its usual campaigns.
Source: Meta for BusinessBeymen
−11%
cost per add to cart
Plus 9% lower cost per content view than its usual manual setup.
Source: Meta for BusinessNOW
+6%
purchases
Lift in purchases when Advantage+ ran alongside its usual manual campaigns.
Source: Meta for Business
+27%
Google Ads Helpconversions or value at a similar CPA/ROAS
Advertisers adopting Performance Max (average)
+18%
Google Adsincremental conversions at a similar cost
Advertisers making the most of Performance Max (average)
Results published by Google and Meta about their advertisers’ campaigns. They show what these platforms can do; they aren’t CrowdCarry clients.
Infographic 03
Split budget 70 / 20 / 10
Keep most spend on what works, give winners room to grow, and always fund a few experiments.
- Proven · 70% of budget
- Campaigns and ads already hitting your cost-per-result target.
- Scaling · 20% of budget
- Winners from testing, getting budget increases step by step.
- Experiments · 10% of budget
- New audiences, offers and creative angles. Most will fail; one will carry next quarter.
A starting rule of thumb, not a law. Shift it once you have a month of data.
Infographic 04
Your first 30 days
Tracking comes first. Ads that launch before tracking works teach the algorithms the wrong lessons.
Week 1
Tracking
- GA4 + Tag Manager
- Enhanced conversions
- Meta Conversions API
Week 2
Structure
- Few campaigns, clear goals
- Negative keywords
- Exclusions & budgets
Week 3
Creative & launch
- 3–5 ad concepts
- One landing page per offer
- Controlled starting budget
Week 4
Optimize
- Cut what doesn’t convert
- Scale winners 20% at a time
- Next round of tests
Infographic 05
The launch checklist
Sixteen checks we run before any campaign spends a dollar.
Tracking
- GA4 installed through Tag Manager, with internal traffic filtered out
- One primary conversion per campaign goal, values attached where you have them
- Google enhanced conversions switched on
- Meta Conversions API live, with event deduplication against the pixel
- Offline or CRM conversions imported so bidding learns from real sales
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