Free GTM Skills / Distribution / Playbook 11
Paid channels
A library of ad angles and briefs the company keeps producing ads from, a test-then-scale routine with success defined as qualified leads, and an account that is not spending on terms and audiences that never convert.
Why it matters
Paid works when the message is specific and the landing page keeps the promise. Most accounts burn money on broad terms, generic creative and clicks that never become leads. The brief is the asset; ads expire, the brief and its results stay.
Order of operations
- Write eight to twelve angles from customer problems, costs, outcomes, objections, comparisons and triggers.
- Write one brief per angle in the same template.
- Map angles to platforms and buyer stages; do not run everything everywhere.
- Test three angles, two formats each, one platform, with the success number set before launch.
- Read the test from the CRM, not the ad platform. Keep, cut, scale.
- Monthly: one angle in, one out, two new executions of the winner, audit wasted spend.
Skills in this playbook
- Playbook1
- Play5
- Playbook
Paid, search and PR (playbook)
Routes audits, copy, the weekly paid report, search and AI visibility, and the PR plays.
paid-search-pr - Play
Creative brief library
Build a reusable library of ad angles and creative briefs for a B2B company, with a test-then-scale routine so paid spend goes to what converts.
creative-brief-library - Play
Ad copy
Produces the copy set per platform and format (headlines, descriptions, primary text, print copy), by persona and offer, with proof cleared and the voice rules applied.
ad-copy - Play
Paid search
Produces the weekly audit (search terms classified by intent, negatives, bids, budget shifts), the account structure, and the change log, on the one conversion definition.
google-ads - Play
Paid social and account-based ads
Produces audiences built from the TAM, the campaign plan by funnel job, the frequency and penetration read, the engaged-account list for sales, and the monthly read.
linkedin-ads - Play
Paid weekly report
Produces one table: spend, demo requests, cost per demo request, by channel, on the one conversion definition, with last week beside it and two lines on what changes next week.
paid-weekly-report