The library · always free
Free, and actually useful.
47 checklists, playbooks, blueprints and templates. Every one came out of a real account, with the thresholds I use on a Monday morning. No email course, no upsell at the end.
47 of 47 · all free
Checklist · 8 sections
The 30-Point Google Ads Profit Audit
Run this before you touch a single dollar of spend. Every point has a pass/fail threshold. Score your account in 90 minutes.
Playbook · 7 sections
POAS Over ROAS: The Profit Playbook
Stop optimizing for revenue. Start optimizing for cash in your pocket.
Playbook · 7 sections
The PMax Brand-Exclusion Playbook
Stop wasting budget on people who already know you. Exact steps to exclude brand traffic from Performance Max, split your reporting, and read the numbers correctly.
Checklist · 7 sections
The 30-Minute Merchant Center Feed Fix
Stop losing sales to disapprovals. Here is the exact process to diagnose, fix, and lock in a clean feed — in one focused session.
Checklist · 8 sections
The AI Visibility Checklist
Get your brand cited when buyers ask ChatGPT, Gemini, and Perplexity what to buy
Swipe file · 7 sections
The YouTube Ad Hook Swipe File
12+ fill-in-the-blank hooks, the 3-second retention cliff, and the exact mistakes that kill your CPV before the pitch even starts
System · 8 sections
Ship 18 Creatives in 14 Days and Know Exactly Which Ones to Scale
The exact sprint structure, hook matrix, cut/scale thresholds, and brief template Stephan Ochse uses to run creative testing that pays for itself.
Playbook · 3 sections
The 90-Day Scaling Map
Three phases, three exit gates, and the exact mistakes that stall each one
Template · 4 sections
The One-Screen Client Report + 2026 Benchmarks
5 lines. One screen. Every number your client actually needs to see.
Prompt pack · 4 sections
6 Prompts That Do the Thinking Before You Do
Copy-paste these into Claude before your next Google Ads audit. Each one does a specific job. Together they cut your audit prep from 4 hours to 45 minutes.
Blueprint · 4 sections
The Landing Page Teardown Blueprint
Section-by-section: what goes where, why, and the exact mistakes that kill conversions before anyone hits your CTA.
Playbook · 4 sections
The Ops Automation Ladder
7 levels of paid-media and agency ops automation — from manual firefighting to AI-run systems. Find your rung. Build the next one.
Playbook · 4 sections
The Weekly Client Cadence
Stop losing clients when ROAS is fine. The exact touchpoints, templates, and communication rhythms that make you irreplaceable.
Guide · 8 sections
The CMO Guide 2026 with Claude
The complete playbook for building AI-augmented marketing systems that drive growth, efficiency and impact. Practical, structured, and built to act on.
Blueprint · 8 sections
9 Systems That Replaced Four Hires
Twenty-five clients, two seats, the real P&L
Checklist · 8 sections
40 feed errors killing Shopping revenue
Every error Merchant Center throws at your feed, ranked by what it costs you and the order to fix them. The GTIN backfill and the title rewrite formula included, no developer required.
Playbook · 8 sections
The next-question test for product pages
Same product, same traffic, roughly double the conversion rate. The best page answers the next question before the buyer scrolls again. Here's the method to find your order, the full bad-to-best teardown, and a scoring rubric for three of your own pages.
Blueprint · 8 sections
The Account Repo, Fully Mapped
Every file, every folder, and the 200-line limit deciding whether 94 skills route right, or stop without a warning, across 100+ accounts spending $300k to $2.5 million a month.
Prompt pack · 8 sections
162 Prompts for People Who Buy Media
Every prompt we run against live Google Ads, GA4, Shopify and Merchant Center data across 100+ accounts spending $300k to $2.5M a month. All 162, written out, ready to paste.
Checklist · 8 sections
50 Checks Before You Touch a Budget
The pre-flight list run across 100+ Google Ads accounts spending $300k-$2.5M a month, before one dollar moves up or down.
Swipe file · 8 sections
Bad, better, best cold email
Three emails to the same kind of store: one gets deleted, one gets a maybe, one gets a reply. The line-by-line reasons why, the system that finds one provable fact without a human opening every store, and the four-touch sequence built around it.
Blueprint · 8 sections
Apify to Claude to Instantly, end to end
The scraper configuration, the qualification rules, the four-email prompt, the DNS records, and the six-week ramp behind 29 mailboxes sending 225 emails a day with tracking off.
Guide · 8 sections
The Media Buyer's Guide to Claude
The exact setup running nightly audits and competitor teardowns across 100+ Google Ads accounts, $300k to $2.5M a month in spend, from a terminal.
Playbook · 8 sections
10 Skills That Move an Account
The exact bid math and account checks we run across 100+ ecommerce accounts spending $300k to $2.5M a month. Run the same list on yours this week.
Audit · 8 sections
Reading Your Own Numbers
Why Google Ads, GA4, Shopify and your attribution tool report four different numbers for the same order, and which one to trust every Monday.
Template · 8 sections
Merchant Center Feed Rules, No Dev
Seven rules, built by hand inside the Merchant Center UI: exact attribute, exact construction, before and after. Then how we split Shopping budget once every SKU carries a margin label.
Blueprint · 8 sections
50 Agents That Run a Google Ads Agency
Every agent in a two-person, twenty-five-client pod running at 80% margin: what each one does, what goes in, what comes out, and the exact line where it stops and a human takes over.
Blueprint · 8 sections
50 Automations for a Lean Ecom Team
Grouped by function, with the exact trigger, the output, and who has to say yes before it ships
Playbook · 6 sections
Five Pricing Models, One That Survives
What each model does to your incentives, your cash and your client relationship, from someone who has run four of them.
Playbook · 5 sections
Hire for the Half That Is Left
When automation removes the repeatable half of a role, what remains is a different job with a different hiring profile.
Blueprint · 5 sections
The Data Layer, Mapped
How six platforms end up in one dashboard nobody updates by hand, and the access rules that keep it safe.
Blueprint · 6 sections
The Delivery Ladder
Fourteen rungs from doing everything by hand to a system that runs itself, and the honest cost of each step.
Playbook · 5 sections
The CAC You Can Afford
Work backwards from margin and cash, not forwards from what the platform charges you.
Playbook · 5 sections
Three Ways to Know What Your Ads Did
Attribution, holdouts and modelling answer different questions. Use the wrong one and you will confidently defund the thing that was working.
Swipe File · 6 sections
Six Things Everyone Repeats
Six pieces of received wisdom that were true once, with what actually replaced each one.
Swipe File · 5 sections
Nine Things the Agents Got Wrong
Every real failure from running automation on live ad accounts, what caused it, and the rule that now prevents it.
Checklist · 5 sections
Your Feed Is Your AI Storefront
The same structured data that runs Shopping now decides whether an assistant recommends you. Most feeds are built for neither.
Audit · 6 sections
The 21-Day Geo Holdout
The only test that tells you what your ads actually caused, run without a data team and without stopping growth.
Template · 5 sections
Reprice Before It Eats the Quarter
Every cost line that moved, the ones nobody includes, and the repricing sheet to run on your top ten SKUs.
Blueprint · 6 sections
The Guardrail Library
Every rule that decides what an agent is allowed to do on a live ad account, and the reasoning behind each boundary.
Checklist · 5 sections
The Lethal Trifecta
Three capabilities that are individually fine and catastrophic together. The checklist for anyone running agents against real accounts.
Audit · 6 sections
What That Hire Actually Costs
Salary is the smallest honest part of the number. The full first-year calculator, the five-decisions test, and when to hire anyway.
Template · 8 sections
The 40-Rule Operating Manual
Every decision that used to come to me, written down as a rule somebody else can run. The full list, with the boundary on each one.
Template · 7 sections
Find The Money You Already Made
A thin margin is never one leak. It is forty, each one too small to schedule. The calculator, the audit and the price test.
Playbook · 6 sections
The 90-Day Number
Lifetime value is a story. Ninety days is how long your cash can actually wait. The model, the three thresholds, and what to fix first.
Checklist · 6 sections
Nobody Asked Google This Time
Your next buyer asked an assistant instead, and your brand was not in the answer. The six surfaces, what decides each one, and the audit.
Template · 6 sections
Five Decisions, Or It Is Not A Role
The capacity hire fails at a predictable rate and it is never the person’s fault. The template, the boundary test, and worked examples by role.