📚 Playbooks

What's a playbook, in plain English?

A playbook is the "how to actually run this for this kind of business" document. Think of it as the answer to: "If I'm advertising a pizzeria on Google, what should I do differently than for a dentist?"

• One playbook per tactic × industry — e.g. Google SEM for pizzerias, Meta Paid for dentists
• It tells the agent the keywords to bid on, the hours to spend more, the headlines that work, the words to avoid, what counts as "good" performance
• Without a playbook, the agent has to fall back to generic settings — and we lose ~15-25% on cost-per-lead vs the verticalized version
• This is the part of the company that is actually hard to copy. Code is commodity; playbooks are the moat.

Where does a playbook live?

• It's a markdown file in our git repo, not a row in a database
• Path: knowledge/playbooks/{tactic}/{industry}.md — e.g. google_sem/pizzeria.md
• Edits go through PR review (creative + ops sign off)
• Every change is a new version. Old versions stay queryable forever.
• When an agent runs, it pins the playbook version it used into the run log → if someone later asks "why did the agent do that 3 weeks ago?", we can replay it exactly

What's inside one playbook?

Six required sections — CI lint blocks merge if any are missing or empty.

1. When to use this — which kinds of accounts should run it, which shouldn't
2. Default settings — starting bid, budget split, target audience, hours/days to run
3. Industry-specific tweaks — "for pizzerias, push hardest 9pm-1am Fri/Sat"
4. Optimization rules — "if cost-per-lead > $X for 7 days, cut bid 15%"
5. Edit guardrails — what the agent is not allowed to change without human approval
6. Failure modes — known ways this tactic can go wrong + what to do

Browse playbooks (sample)

+ 212 more · full browser in production view.

⚠ Authoring queue · 14 open

Tactics running on generic settings because the verticalized playbook hasn't been written yet. Each one is costing accounts performance.

• Bing SEM × salon — 11 accounts on generic settings · estimated 22% worse cost-per-leadAuthor →
• TikTok Organic × plumbing — 8 accountsAuthor →
• Google LSA × veterinary — 6 accountsAuthor →