Playbooks

Less take, more what to do.

Every brief ends with a concrete next move. This page collects those moves in one place, so when a Google change is bearing down on you, the action is easy to find.

It's a short list today, and it'll grow with every brief. Here's what's live now.

Ads · Search

Before you opt into AI Max for Search

  1. Check your conversion values, not just your conversions. Pass real revenue, or AI Max can't tell a good query from a cheap one.
  2. Turn it on for one non-critical campaign first, then read the search terms report to see what the AI thinks "more of what you want" means.
  3. Pressure-test your negative keyword list. It's now your main steering wheel.
  4. Decide brand by brand. Keep brand campaigns out unless you want bleed into competitor queries.
  5. Set a 30-day review on incremental conversions, not just CPA.
Read the full brief →
More playbooks land as new briefs publish. Want them as they go live? Join the list →