The book on running Google Search Ads as the structural discipline it actually is, not the 'set up campaigns and tune bids' default. Covers the structural moves: the keyword research that finds intent that's actually buyable (versus volume that doesn't convert), the campaign structure that gives the algorithm enough signal without fragmenting budget, the ad-copy patterns that work in 2026 (which differs from the patterns documented in older guides), and the conversion-tracking setup that makes optimisation possible. Built for the paid-search operator running real budget and ready to do the structural work.

The pre-launch and quarterly-audit check for any Search Ads account. Walks through the conversion tracking verification, the campaign-structure check (number of campaigns, ad groups per campaign, the indicators of over- or under-fragmentation), the keyword-quality audit (the negatives that should exist and don't), the ad-copy hierarchy verification, and the bidding-strategy alignment with the actual goal. Run quarterly on every account. Most accounts have at least three structural issues that no in-flight optimisation will fix.

The detailed framework for designing Search Ads campaigns that perform — covering the campaign-structure decision (the trade-offs between fragmentation for control and consolidation for the algorithm), the keyword-strategy hierarchy (broad to phrase to exact, with the modern caveats), the ad-copy patterns that work, and the bidding-strategy decision tree (when to use Target CPA, Target ROAS, Maximize Conversions, or stay manual). Worked example through one full account build. Built for the operator inheriting a messy account or starting fresh.

Working prompts for the AI-assisted parts of Search Ads management: the keyword-research synthesiser (input seed terms and intent, get the structured negative-and-positive list), the ad-copy variant generator (against a defined offer and audience), the campaign post-mortem analyser, the search-term report distiller (paste the report, get the structural read of what to add or block). Each prompt comes with input/output format. Tested across Claude and ChatGPT. The value is in compressing the analysis work that ate Friday afternoons.

The platforms that compose into a working Search Ads operation: the in-Google-Ads tooling and where it falls short, the third-party bid management at different spend tiers (Optmyzr, Adalysis, Skai), the analytics layer for cross-channel attribution, the keyword research tooling. Names specific tools at specific spend levels with the integration patterns that hold up. Includes the honest take on which 'AI Google Ads' tools produce useful output and which are wrappers around the same data the platform already provides.

Most Google Search Ads accounts get launched in a hurry, run for a quarter, and quietly under-perform because nobody did the setup discipline that actually produces results. The workbook format installs the discipline: the operator builds the campaign properly, with the right setup decisions, before any spend goes out. This workbook walks the build: the keyword-research exercises that catch the search intent the operator is actually targeting, the campaign-structure work that prevents the everything-in-one-ad-group mistake, the ad-copy crafting practice that produces variants worth testing, the bidding-and-budget setup that doesn’t get auto-piloted to overspend, the conversion-tracking installation that makes the campaign measurable, and the launch-and-iteration prompts that turn the workbook into a running, profitable Search Ads program. Pair with the Google Search Ads ebook for the strategic frame; this workbook is the install layer.