This is not a motivational marketing book. It is a practical guide to running ads without getting ripped off, confused, or distracted by people who profit from your ignorance.
Chapter 01
Why most ads fail before they launch
The account is not the problem. The offer, the creative and the landing page are usually where the money disappears first.
Chapter 02
How to tell if your agency is actually working
Vanity metrics explained. What to look for in a report. Questions that separate serious agencies from ones just managing your spend.
Chapter 03
What makes creative actually work
Hook, offer, proof and clarity. The four things every ad needs — and why most ads are missing at least two of them.
Chapter 04
Meta Ads and Google Ads — the honest version
How both platforms actually work, what they optimise for, and why the same budget can produce wildly different results depending on how it's set up.
Chapter 05
Landing pages that don't leak
Why the page someone lands on after clicking your ad is often the main reason conversions are low — and what a proper landing page actually looks like.
Chapter 06
How to spend your budget without burning it
Budget pacing, test budgets, when to scale and when to pause. Practical frameworks for owners who want to be smarter with every pound they spend.
Chapter 07
The lead gen playbook
Forms, follow-up, cost per lead benchmarks and the difference between a cheap lead and a qualified one. For service businesses that need real conversations, not just volume.
Chapter 08
Creative testing that actually teaches you something
How to run structured creative experiments, what to test and in what order, and how to use results to build a library of ads that keeps improving.
