// guides
GTM playbooks from the team that automates them
Operator guides for paid ads, SEO and AI search, community and email. These are the same playbooks our agents follow — written for people, free to read.
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How to use Reddit for business: the organic playbook
How to use Reddit for business with threads, comments, profiles and AMAs — templates, signals and a measurement dashboard.
12 min read Read the playbook →Paid ads
22 guides- paid adsAd copy that passes review: specs and testing for Google, LinkedIn and Reddit AdsCurrent text limits, editorial rules and a testing plan for B2B ad copy on Google, LinkedIn and Reddit, plus a pre-launch checklist.
- paid adsDemand Gen vs Performance Max: inventory, controls and B2B fitDemand Gen vs Performance Max compared: where each serves, how much control you get, creative needs, bidding, and which one fits a B2B account. Includes a side-by-side table.
- paid adsFree Google Ads audit: a one-hour checklist you can run yourselfRun a free Google Ads audit in about an hour: a step-by-step checklist, what free audit tools catch and miss, and when a deeper review is worth paying for.
- paid adsGoogle Ads audit checklist: how to review a campaignA Google Ads audit checklist for periodic campaign reviews: parallel workstreams, cross-checks and decision rules.
- paid adsNegative keywords for Google Ads: match types, levels and Performance MaxHow to add negative keywords in Google Ads at every level, how negative match types differ, how to add negative keywords to Performance Max, plus a starter B2B list.
- paid adsGoogle Ads search terms report: how to find it, read it and act on itWhere the Google Ads search terms report lives now, what it hides for privacy, how Performance Max search terms work, and rules for turning terms into keywords or negatives.
- paid adsLinkedIn ABM: account-based marketing with LinkedIn AdsAn operator guide to LinkedIn ABM for teams that already know which companies they want to reach.
- paid adsThe complete LinkedIn Ads guideObjectives, targeting, formats and budgets for LinkedIn Ads in one place.
- paid adsLinkedIn Ads cost in 2026: minimums, bidding and a test budgetHow much LinkedIn Ads cost: the $10 daily minimum, CPC vs CPM vs cost per send, what drives price, sourced benchmarks, and how to size a first test budget.
- paid adsWhat is a good CTR for LinkedIn Ads? Benchmarks by formatWhat is a good CTR for LinkedIn Ads? Sourced benchmarks by format, why CTR misleads in B2B, and the metrics to pair it with before you judge an ad set.
- paid adsLinkedIn Ads report template: weekly and monthly reportingA copy-able LinkedIn Ads report template, plus how to pull the data in Campaign Manager: exports, breakdowns, demographics and what weekly vs monthly reports need.
- paid adsLinkedIn conversation ads: specs, examples and setup (2026)LinkedIn conversation ads send a choose-your-path message to the LinkedIn inbox. Current specs, two example flows, setup steps, creative rules and metrics.
- paid adsLinkedIn document ads: specs, lead gating and setup (2026)LinkedIn document ads put a PDF or deck in the feed. Current specs, when to gate with a Lead Gen Form, setup steps, creative rules and metrics.
- paid adsLinkedIn message ads: specs, limits and cost per send (2026)LinkedIn message ads put one sponsored message with one CTA in the inbox. Specs, message vs conversation ads, frequency limits, EEA rules and cost per send.
- paid adsLinkedIn Thought Leader Ads: the 2026 guidePromote people, not logos — setup, targeting and creative that turns posts into pipeline.
- paid adsLinkedIn video ads: specs, length, examples and metrics (2026)LinkedIn video ads specs for 2026, how long to make them, sound-off captions, which objective to pick, example structures, plus BrandLink and CTV status.
- paid adsPerformance Max vs Search campaign: which to use and how they competePerformance Max vs Search campaigns compared: inventory, controls, reporting, the exact rules for which campaign wins a query, brand exclusions, and when to run each.
- paid adsReddit Ads best practices: a campaign audit frameworkReddit Ads best practices as a periodic audit: communities, creative fatigue, comments, measurement and budget.
- paid adsReddit Ads cost: budgets, bids and whether they're worth itReddit Ads cost explained: minimum budgets and bids, how CPC, CPM and CPV billing works, what drives price, a worked test budget, and when Reddit ads are worth it.
- paid adsThe Reddit Ads guideStrategy, targeting, creative, measurement and testing for Reddit Ads.
- paid adsGoogle Ads account audit: the cross-campaign checksA Google Ads account audit covers what a single-campaign review cannot see: structure, budget split, overlap and measurement.
- paid adsHow to optimize LinkedIn Ads: a campaign audit checklistHow to optimize LinkedIn Ads with a periodic audit: measurement, targeting, bidding, creative fatigue and lead quality.
SEO & AI search
10 guides- seo & ai searchHow to get cited by ChatGPT, Perplexity and AI OverviewsEight content rules that help ChatGPT, Perplexity and Google AI Overviews extract, trust and cite your pages.
- seo & ai searchCore Web Vitals and page speed for marketersWhat Core Web Vitals measure, how much they matter for SEO, and how to find and fix the slow pages and tags marketing owns.
- seo & ai searchChatGPT SEO prompts: 27 copy-paste prompts and how to use them27 copy-paste ChatGPT SEO prompts for keyword research, briefs, titles, schema, internal links, content refreshes and GEO, plus the guardrails that keep output accurate.
- seo & ai searchGenerative engine optimization guide: where to startA generative engine optimization (GEO) guide: judge a company's GEO potential and pick the first actions that improve AI citations.
- seo & ai searchGEO technical implementationMake pages crawlable, extractable and citable by AI search engines.
- seo & ai searchHow to improve CTR using Google Search ConsoleImprove CTR on queries where you already rank well: a step-by-step process using Google Search Console data.
- seo & ai searchB2B link building that holds up: prospects, outreach and what to avoidAn in-house link building playbook for B2B marketers: what Google's spam policies rule out, which prospects earn real links, and how to pitch and measure them.
- seo & ai searchLLM SEO checker: how to track your visibility in ChatGPT and AI OverviewsHow an LLM SEO checker works: what to measure in ChatGPT and AI Overviews, a free manual method, the tool categories worth paying for, and the limits of any tracker.
- seo & ai searchTechnical SEO audit: what to check and what to fix firstA practical technical SEO audit for small teams: crawlability, indexing, canonicals, redirects, sitemaps, rendering and how to rank the fixes.
- seo & ai searchWhat is llms.txt? Format, examples and whether it mattersllms.txt is a Markdown file that gives AI agents a curated map of your site. The exact format, a full example, llms-full.txt, who reads it, and whether to bother.
Social & community
9 guides- social & communityHow to post on Bluesky: limits, shape and voiceHow to post on Bluesky as a brand: hard limits, post shape, mentions and hashtags, and the conversational voice that fits.
- social & communityLaunching on Hacker News: Show HN, Comments and What Gets You FlaggedHow to launch a product on Hacker News within the rules: Show HN, titles, the maker's first comment, handling criticism, reposts, and what gets a post penalized.
- social & communityReddit Marketing Strategy GuideReddit as a research, trust, demand and paid acquisition channel — and how the organic and paid sides fit together.
- social & communityReddit monitoring: how to find leads and mentions on RedditReddit monitoring for B2B: what to track, free search operators and RSS feeds, API limits after 2023, tool categories, a reply triage rubric and how to reply without getting banned.
- social & communitySocial listening strategy for B2B: a step-by-step planA B2B social listening strategy: listening vs monitoring, queries, channels (Reddit, X, LinkedIn, Hacker News, Bluesky, YouTube), cadence, triage, metrics and the benefits.
- social & communityHow to write a tweet that gets repliesHow to write a tweet on X that earns replies instead of scrolls: how reach works, formats that land, and voice rules.
- social & communityYouTube for B2B: audience research, creators and repurposingA YouTube playbook for B2B teams without a video team: research your niche, work with creators and disclose correctly, cut one video into many, and measure pipeline.
- social & communityHow to write a good LinkedIn post: hooks, structure and voiceHow to write a good LinkedIn post: how reach works, opening hooks, a structure that holds up, and voice rules people react to.
- social & communityHow to use Reddit for business: the organic playbookHow to use Reddit for business with threads, comments, profiles and AMAs — templates, signals and a measurement dashboard.
Email & outbound
4 guides- email & outboundCold email subject lines: 36 examples and how to test themThe best cold email subject lines are short, specific and honest. 36 B2B examples by type, what actually triggers spam filters, and how to test at low volume.
- email & outboundCold email follow up: how many to send, when, and what to sayA cold email follow up playbook: how many follow-ups to send, how to space them, what each one should add, templates, the close-the-loop email and when to stop.
- email & outboundB2B cold email examples: 10 personalized templates that work10 annotated B2B cold email examples, from product and services to partnerships and research, plus a fill-in cold email template for B2B outreach.
- email & outboundCold email best practices: domains, copy and follow-upsCold email best practices for relevant, one-to-one notes that do not read like scaled spam — from targeting to follow-ups.
Launch & GTM strategy
3 guides- launch & gtm strategyGo-to-market strategy template for B2B SaaS (with example)A fill-in go-to-market strategy template for B2B SaaS: ICP, problem, positioning, pricing, channels, PLG vs sales-led motion, launch plan and metrics, plus a worked example.
- launch & gtm strategyProduct launch checklist: T-6 weeks to T+30 daysA phased product launch checklist for B2B teams: positioning, pages, emails, social, community, ads, PR, measurement, plus a Product Hunt launch checklist.
- launch & gtm strategyWebinar promotion plan: timeline, channels and remindersA week-by-week webinar promotion plan for B2B teams: email, LinkedIn organic and Event Ads, partners, community, reminder cadence and post-webinar repurposing.
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// glossary
GTM terms, defined in one paragraph
Short, citable definitions — each linking to the guide that goes deeper.
- GEO
- Generative Engine Optimization: making a company easy for LLM-driven products such as ChatGPT, Perplexity and Google AI Overviews to discover, trust, extract, compare and cite. GEO playbook →
- AEO
- Answer Engine Optimization: structuring pages so every section can stand alone as a citable answer, because AI systems retrieve and rank passages, not whole pages. AEO / GEO content guide →
- Thought Leader Ads
- LinkedIn ads that promote a post from a person rather than a company page, so the sponsored content carries the credibility and reach of an individual profile. Thought Leader Ads guide →
- Negative keywords
- Search terms you exclude from a Google Ads campaign so ads stop showing for queries that spend budget without converting. Google Ads campaign review →
- Core Web Vitals
- Google's page-experience metrics for loading (LCP), interactivity (INP) and visual stability (CLS), used as a ranking signal. SEO & GEO on the platform →
- Search term report
- The Google Ads report of the actual queries that triggered your ads, used to find wasted spend and new negative or positive keywords. Google Ads campaign review →
- Sending domain
- A separate domain used for cold email so that deliverability problems never touch your primary company domain. Cold email campaign guide →
- ICP
- Ideal Customer Profile: the description of the companies and roles most likely to buy, used to target ads, outreach and content. ABM through LinkedIn Ads →
- ABM
- Account-Based Marketing: concentrating budget and messaging on a named list of target companies instead of a broad audience. ABM through LinkedIn Ads →
- CTR optimization
- Lifting the click-through rate of pages that already rank well, usually by rewriting titles and descriptions for the queries Search Console shows. Search Console CTR optimization →