The Meta Playbook
Executives are on LinkedIn for forty minutes a week and on Instagram every evening. How to reach them there, what to say, and what changed in Meta's targeting since the last time you tried.
9 chapters · 12 pages · ~9 minutes to read
The off-duty executive
What changed in targeting
Finding executives without job titles
Your own data
Creative that does the targeting
The low-friction funnel
Lead forms and lead quality
Budget, structure, measurement
Worksheet: the 90-day launch plan
Written for teams that own Paid Ads.
B2B marketers whose entire paid budget currently sits in LinkedIn
Teams priced out of LinkedIn's auction and looking for a cheaper route to the same buyer
Founders selling to executives who are hard to reach during working hours
Anyone who tried Meta for B2B before the targeting options changed
Get The Meta Playbook free
Email delivery. Includes templates, checklists, and the implementation plan.
Send me the PDF →Free 30-min strategy session
We'll review your site and show you the 1-3 highest-leverage changes from this playbook for your business.
Book strategy session →Related playbooks
The Hyper-Targeted Growth Playbook
Stop throwing money at the wall. Four parts and sixty-odd boxes: who you are talking to, how to reach only them, what to say, and the pre-flight checks that stop a campaign failing on a 404.
The Meta Ads Playbook
Struggling to navigate the ever-evolving landscape of Facebook ads? Feeling overwhelmed by targeting options, campaign goals and confusing metrics? Nineteen tactics for getting Meta advertising to pay.
The PPC Playbook
What nine years and $32 million of Google Ads taught us about outsmarting competitors instead of outspending them. One client, five ideas that transfer to any account.