The library · always free

Free, and actually useful.

64 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.

Format

64 of 64 · 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.

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.

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.

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

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

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.

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.

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.

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.

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.

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.

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.

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.

Blueprint · 8 sections

9 Systems That Replaced Four Hires

Twenty-five clients, two seats, the real P&L

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 · 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.

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.

Checklist · 5 sections

The Lethal Trifecta

Three capabilities that are individually fine and catastrophic together. The checklist for anyone running agents against real accounts.

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 · 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.

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.

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 · 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.

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.

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.

Swipe File · 6 sections

Six Things Everyone Repeats

Six pieces of received wisdom that were true once, with what actually replaced each one.

Playbook · 5 sections

The CAC You Can Afford

Work backwards from margin and cash, not forwards from what the platform charges you.

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 · 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.

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.

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.

Audit · 7 sections

What They Ask Before They Buy

A product page does not need to be beautiful. It needs to answer faster than the buyer can think of the next question. Four zones, one test, twenty minutes per page.

Playbook · 7 sections

The Cadence That Killed Standups

Every recurring meeting exists to produce a decision. Most produce a status update instead. Here is what each meeting really was, what replaced it, and the four hours a week it gave back per person.

Blueprint · 7 sections

Where The Answer Comes From

When an assistant recommends a product, it is weighing five kinds of source and your own website is the lightest of them. Here is the map, the weight on each, and how to get into the four you do not control.

Template · 7 sections

The Scorecard That Replaced The CV

A role is five decisions with a boundary on each one. If you cannot write those five lines, the role does not exist yet and the hire will fail for reasons you will blame on the person.

Checklist · 7 sections

Land In The Inbox First

Copy cannot save an email nobody sees. Eight checks, the exact DNS records, the fourteen-day warmup, and the ramp schedule that keeps a domain alive past month two.

Checklist · 7 sections

The Week That Decides Retention

Churn does not happen in month nine. It happens in the first seven days, and by the time the cancellation email arrives the decision is months old. Here is the day-by-day map, the three signals that predict it, and what to do on day four.