A Platform Cheat Sheet is your quick, plain-English guide to each channel—Google, Meta, TikTok, LinkedIn—showing the best campaign types, starter targeting, recommended budget split, go-to ad formats, and the KPIs that matter.

Creative is the engine of your ads: it’s what stops the scroll, earns the click, and gives the algorithm strong signals to find more of the right people—so better creative usually means cheaper leads.

Campaign structure is how you organize ads so they learn fast and spend smart. A lean setup—1–2 prospecting groups, 1 remarketing group, clear exclusions, and consistent naming—prevents overlap, concentrates signals, and makes winners obvious. Result: steadier CPL/ROAS and easier scaling without chaos.

Free and paid tools can save you hours and boost results. Start free with GA4 + Search Console (what’s working), Microsoft Clarity (heatmaps/session replays), Google Trends (demand), Meta Ads Library (ad ideas), Canva/CapCut (fast creatives). When you’re ready to level up, add Canva Pro (brand kit + magic resize), an email platform like MailerLite or Klaviyo (automations), a lightweight SEO suite like Semrush/Ahrefs or Ubersuggest (keywords + audits), and CallRail (call tracking).

A funnel is the path from stranger to customer—awareness → consideration → conversion → retention. It matters because each step needs a different message and offer, so you stop wasting budget and fix leaks fast. Track CTR, landing-page CVR, and lead-to-call rate to see where to improve and turn more clicks into customers.

Vertical playbooks are ready-made, industry-specific plans—think home services, restaurants, coaches, e-commerce—so you’re not starting from scratch. They include the right channel mix, proven offers, creative angles, landing-page checklists, and key metrics for your niche. Result: less guessing, faster launches, and campaigns that fit how your customers actually buy.