Chapter 12
The Google Playbook
12 min
Core Premise: Google captures buyers at the moment of intent. The Google Playbook provides the architecture for profitable search advertising.
Intent Hierarchy
| Intent Level | Example Query | Value |
|---|---|---|
| Transactional | "buy demand gen software" | Highest |
| Commercial | "best demand gen tools 2026" | High |
| Informational | "what is demand generation" | Lower |
Prioritize transactional and commercial intent.
Keyword Economics
Calculate viability for each keyword: - CPC × (1/CTR) × (1/Landing Conversion) × (1/Lead-to-Customer) = Implied CAC
If implied CAC exceeds your ceiling, the keyword is not viable.
Match Type Strategy
Exact Match: Highest control, lowest volume Phrase Match: Balance of control and volume Broad Match: Avoid unless robust negative keywords
Landing Page Alignment
The landing page must continue the promise of the ad: - Message match - Headline reflects ad copy - Intent alignment - Page serves the search intent - Conversion architecture - Clear path to action
Defense Against Extraction
- Broad Match: Avoid or limit heavily
- Recommendations: Evaluate individually; ignore score
- Performance Max: Use cautiously with robust tracking