Performance marketing, done properly.
The Wave Playbook 101: the frameworks, checklists and maths we use to push client accounts toward revenue, not vanity metrics.
- Work out if your ads actually make money (break-even CPA & LTGP:CAC)
- Meta and Google frameworks: builds, testing, audits and diagnosis
- Email, CRM and speed-to-lead systems that convert the leads you pay for
- How AI is changing agencies, plus 5 prompts you can use this week
Get the playbook free
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Eight parts. One system.
It's not just a Meta Ads guide. Real performance marketing is tracking, paid search, paid social, landing pages, email, CRM follow-up and now AI, all working together.
Foundations
Funnel, channels, metrics and break-even maths
Tracking & data
Pixel, CAPI, GA4 and clean conversion signal
Meta Ads
Andromeda, concept testing, hooks, diagnosis
Google Ads
Search builds, S.T.A.B., SQR and hidden-settings audit
Convert & retain
Landing pages, email funnels, speed to lead
Measure & scale
LTGP:CAC, reporting, scaling rules
AI & the agency
AI Max, Advantage+, 5 workflows, guardrails
Landing clients
Audit offer, offer ladder, 30-day plan
Built for two kinds of people
Business owners
You're spending on ads (or about to) and want to know what "good" looks like.
- Know your break-even numbers before you spend
- Spot the settings quietly wasting budget
- Stop losing paid leads to slow follow-up
People learning marketing
You're new to performance marketing, or growing into media buying and agency work.
- Learn how agencies actually run accounts
- Get the metrics, maths and frameworks in one place
- Follow a 30-day plan from reading to running campaigns
Good to know
Is it really free?
Yes. Pop in your details and it's emailed to you straight away, with a download link on the next page.
Who wrote it?
The Wave Marketing team: a performance marketing agency running Meta, Google, CRM and email for our clients. It's built from our internal Learning Camp.
Do I need experience?
No. Parts 1–2 cover the foundations. The later parts go deeper for anyone already running ads.
What format is it?
A 44-page PDF you can read on your phone, tablet or computer, with clickable links to the tools we use.
Ready to do it properly?
Get the free playbook and start with the maths that tells you if your ads actually work.
Get the free playbook →