The B2B & DTC Lead Gen Google & Meta Ads Playbook

Here's the thing about lead gen ads that nobody warns you about: the platforms will happily hand you cheap leads all day. Whether those leads answer the phone is a different story, and it's the story that decides if your ads make money.

I've spent years launching lead gen accounts for staffing firms, telehealth companies and B2B service businesses, and this playbook is that process written down. Every week of your first 6 months is mapped: what to set up, where to click, what a lead is allowed to cost you and when you've earned the right to change something.

You'll learn how to:

• Work out your CPL ceiling in 10 minutes, so every budget and bidding decision stops being a guess

• Build the lead log that catches junk before it eats your budget (your cheapest leads are often your most expensive ones)

• Set up tracking the platforms reward: thank-you pages, call conversions and passing qualified leads back so Google and Meta learn who actually buys

• Do keyword research the lead gen way, blocking the job seekers, students and freebie hunters who share your keywords

• Choose between Meta's Instant Forms and website conversions, and know which fits your offer

• Run a weekly creative testing rhythm with kill rules, so 45 minutes a week keeps the whole machine improving

• Follow up in under 5 minutes with the workflow that beats any bid strategy

Plus 13 copy-paste AI prompts that write your ad copy, sort your keywords, build your testing plan with the exact ads to produce and run your weekly and monthly reviews for you. That's the part that turns this from a book into a system you can actually run alone.

Agencies charge $1,500+ a month to do what's in these 19 pages. Today it's $10. If a single customer is worth even $500 to you, one saved lead covers this twenty times over.