A tailored course, built for your situation
Mastering Performance Marketing for B2B & B2C at Scale
A step-by-step system to align cross-channel Meta and Google campaigns with enterprise growth objectives
$199 one-time
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12 modules. 12 chapters per module. 144 chapters total.
12 modules, each with 12 chapters (144 chapters total), text-based, plus downloadable templates and a hand-built implementation playbook delivered alongside course access.
The invisible drag in campaign cycles isn't creative or targeting, it's the handoff between platforms.
The situation this course is for
Performance marketers at dual-audience tech firms spend 10+ hours quarterly reconciling Meta and Google campaign assets, metrics, and audience definitions due to inconsistent handoff protocols. This creates rework, delays go-lives, and weakens stakeholder trust, especially under QBR scrutiny. Most teams treat it as inevitable, but it’s a solvable operational gap.
Who this is for
Individual contributor or mid-level marketer in a global tech firm running parallel B2B and B2C performance campaigns across Meta and Google, under pressure to show ROI alignment across segments.
Who this is not for
Solo founders, agency generalists, or marketers working exclusively in one channel or one audience segment. This is not for brand or content marketers without campaign P&L or conversion tracking responsibility.
What you walk away with
- Produce handoff-ready campaign packages that pass stakeholder review without rework
- Reduce cross-platform sync time from days to under two hours
- Gain trusted peer status through consistent, predictable campaign delivery
- Own the integration point between B2B and B2C performance data flows
- Eliminate last-minute scrambles before quarterly business reviews
The 12 modules (with all 144 chapters)
Module 1. Mapping the Meta-Google Campaign Lifecycle
Establish a shared timeline for Meta and Google campaign phases, from brief to post-mortem, to eliminate timing misalignment.
12 chapters in this module
- Defining the dual-channel campaign start trigger
- Aligning creative development calendars across platforms
- Synchronizing audience segmentation milestones
- Setting shared KPI definition deadlines
- Mapping handoff points in the campaign calendar
- Integrating conversion tracking setup timelines
- Coordinating budget allocation cycles
- Scheduling cross-platform QA windows
- Planning for regional campaign variations
- Aligning post-campaign reporting dates
- Creating a master campaign timeline
- Onboarding stakeholders to the shared calendar
Module 2. Standardizing Campaign Briefs for Dual Audiences
Design a single brief template that serves both B2B and B2C objectives without dilution.
12 chapters in this module
- Identifying core messaging overlaps between segments
- Defining distinct conversion paths in one document
- Structuring audience definitions for clarity
- Including platform-specific constraints upfront
- Assigning ownership for each brief section
- Linking brief goals to quarterly OKRs
- Adding compliance and policy checkpoints
- Embedding creative guardrails
- Including measurement framework specifications
- Versioning and approval tracking setup
- Training teams on brief completion
- Auditing brief quality over time
Module 3. Building Reusable Creative Asset Frameworks
Create modular creative systems that adapt to both B2B and B2C without starting from scratch.
12 chapters in this module
- Identifying core visual elements for both segments
- Developing adaptable headline templates
- Creating B2B/B2C variant libraries
- Standardizing image aspect ratios across platforms
- Establishing brand tone guardrails
- Designing for Meta and Google ad specs simultaneously
- Versioning assets for A/B testing
- Naming conventions for cross-team clarity
- Storing assets in shared, searchable locations
- Adding usage rights and expiration dates
- Integrating legal review checkpoints
- Measuring creative performance by variant
Module 4. Aligning Audience Definitions Across Platforms
Harmonize audience criteria between Meta and Google to prevent targeting drift.
12 chapters in this module
- Defining first-party data ingestion rules
- Mapping CRM segments to ad platform audiences
- Setting lookalike model parameters consistently
- Excluding overlapping or conflicting audiences
- Validating audience size thresholds
- Scheduling audience refresh cycles
- Documenting suppression lists
- Auditing audience overlap reports
- Aligning retargeting window durations
- Integrating consent management signals
- Testing audience performance parity
- Reporting on audience health metrics
Module 5. Unifying Conversion Tracking Setup
Ensure Meta Pixel and Google Tag Manager events fire identically for apples-to-apples measurement.
12 chapters in this module
- Mapping conversion events across platforms
- Standardizing event naming conventions
- Validating event parameters and values
- Testing cross-browser and device consistency
- Auditing server-side tag deployments
- Matching purchase confirmation URLs
- Setting up offline conversion imports
- Aligning attribution windows
- Documenting tracking implementation
- Scheduling tracking QA cycles
- Troubleshooting mismatched conversion counts
- Reporting on tracking accuracy
Module 6. Designing the Campaign Handoff Protocol
Create a repeatable, checklist-driven process for transferring campaign assets between teams.
12 chapters in this module
- Defining handoff ownership transitions
- Creating pre-handoff validation checklists
- Setting required documentation standards
- Scheduling handoff review meetings
- Recording feedback and exceptions
- Establishing escalation paths for blockers
- Integrating stakeholder sign-off
- Versioning handoff packages
- Archiving completed handoffs
- Auditing handoff quality metrics
- Training new team members on the process
- Iterating on handoff feedback
Module 7. Validating Campaign Launch Readiness
Implement a 90-minute checklist to confirm campaigns are ready to go live across both platforms.
12 chapters in this module
- Confirming budget and bidding setup
- Validating ad copy approvals
- Checking landing page URLs
- Testing audience targeting
- Reviewing creative assets
- Confirming tracking implementation
- Auditing policy compliance
- Checking scheduling and pacing
- Verifying conversion window settings
- Reviewing exclusion lists
- Confirming stakeholder alignment
- Signing off on launch readiness
Module 8. Running Cross-Platform Performance Reviews
Conduct structured weekly syncs that compare Meta and Google results in a single narrative.
12 chapters in this module
- Aggregating performance data sources
- Standardizing KPI calculations
- Creating a unified dashboard
- Setting performance variance thresholds
- Identifying channel-specific anomalies
- Documenting optimization hypotheses
- Assigning action items
- Tracking experiment outcomes
- Communicating results to stakeholders
- Adjusting spend based on findings
- Reviewing audience performance
- Planning next week’s tests
Module 9. Preparing Quarterly Business Review Packages
Assemble a consolidated narrative that shows B2B and B2C ROI side by side.
12 chapters in this module
- Defining QBR scope and audience
- Aggregating campaign results
- Calculating segment-specific ROAS
- Mapping efforts to business goals
- Creating executive summaries
- Designing data visualizations
- Including learnings and recommendations
- Adding risk and opportunity assessments
- Getting stakeholder feedback
- Finalizing presentation decks
- Rehearsing delivery
- Archiving post-review materials
Module 10. Optimizing Budget Allocation Between Platforms
Use performance data to shift budgets dynamically while maintaining balance.
12 chapters in this module
- Establishing baseline budget splits
- Defining performance triggers for reallocation
- Setting pace monitoring frequency
- Calculating incremental lift estimates
- Factoring in seasonality
- Aligning with product launch cycles
- Reviewing creative fatigue signals
- Considering audience saturation
- Communicating budget changes
- Documenting allocation decisions
- Auditing reallocation impact
- Refining rules over time
Module 11. Scaling Campaign Systems Across Regions
Adapt the core campaign model for regional execution without losing consistency.
12 chapters in this module
- Identifying region-specific creative needs
- Localizing audience definitions
- Adjusting for time zone differences
- Setting regional budget controls
- Training local teams on standards
- Creating regional handoff checklists
- Monitoring compliance with global templates
- Allowing for local optimization
- Aggregating regional results
- Sharing best practices across markets
- Auditing regional campaign quality
- Iterating on localization rules
Module 12. Institutionalizing the Cross-Channel Playbook
Embed the system into team rituals so it outlasts individual contributors.
12 chapters in this module
- Documenting the full campaign workflow
- Creating onboarding materials
- Scheduling recurring process reviews
- Adding playbook updates to retros
- Linking to performance metrics
- Gaining leadership endorsement
- Sharing wins across teams
- Celebrating consistency
- Auditing adherence quarterly
- Soliciting feedback for improvements
- Versioning the playbook
- Publishing access controls
How this maps to your situation
- Campaign planning and handoff
- Creative and audience alignment
- Tracking and measurement consistency
- Stakeholder review and reporting
Before vs. after
Before
Spending 10+ hours quarterly reconciling Meta and Google campaign details, facing last-minute fixes and stakeholder skepticism during reviews.
After
Delivering synchronized, handoff-ready campaigns in under 90 minutes, earning peer trust and predictable stakeholder approval.
What's included with your purchase
- 12 modules with 12 chapters each (144 chapters)
- Downloadable templates and worked examples for every module
- Hand-built implementation playbook delivered alongside course access
- 30-day money-back guarantee
Delivery and format
- Course and learning environment access provisioned within 24 hours of purchase
- Hand-built implementation playbook delivered alongside course access
Format: Text-based modules and chapters in the Art of Service learning environment, plus downloadable templates and worked examples for every chapter, plus the hand-built implementation playbook delivered alongside course access.
Time investment: Approximately 6 hours of focused work, designed to be completed in 90-minute weekend blocks.
If nothing changes
Without a standardized handoff system, teams will continue to waste time on rework, delay campaign launches, and erode confidence in performance marketing’s reliability , especially as cross-channel expectations grow.
How this compares to the alternatives
Generic digital marketing courses teach broad principles. This course delivers a field-tested, Meta-Google specific handoff system used by top performers in global tech , with templates, checklists, and protocols you can deploy immediately.
Frequently asked
Is this focused on Meta or Google?
It’s designed for marketers running campaigns on both platforms and needing them to align , not a deep dive on one platform’s UI.
How is the course structured?
12 modules, each containing 12 chapters (144 chapters total).
Will this work for B2B-only or B2C-only marketers?
The core handoff system applies, but the dual-audience focus is essential for full value.
$199 one-time. Approximately 6 hours of focused work, designed to be completed in 90-minute weekend blocks..
Within 24 hours your account in the learning environment is provisioned and the tailored implementation playbook is delivered alongside it.
30-day money-back guarantee·
144 chapters·
Hand-built playbook included·
Account access within 24 hours