FACEBOOK ADS MASTERY FOR AUTHORS
Facebook Ads without the guesswork, the wasted budget, or the checking Ads Manager six times a day.
A self-paced video course that takes you from ads you can't explain to a Facebook Ads system that pays you back. Set it up once, feed it an hour or two a week, and get back to writing.
THE PROBLEM
Running Facebook Ads for books is a lonely, expensive place to guess.
You launch a campaign. Three days later, one ad has spent $30 with nothing to show for it. Another ad looks decent — or does it? Amazon Attribution says one thing, Ads Manager says another, and you're not sure if you should be counting KENP reads, ad-attributed royalties, or the halo effect on your backlist.
So you pause it. Or you don't. You launch another one. And another. A month later you still can't tell whether Facebook Ads are making you money — you just know your budget's gone.
It's not the ad. It's not the copy. It's not even the audience.
It's not having a system around the ad — no testing rhythm, no reporting setup, no rules for when to pause, scale, or cut. Just you, Ads Manager, and hope.
THE COST OF NO SYSTEM
What running Facebook Ads without a system actually costs you.
Three ways the pain compounds — one dollar, one week, one campaign at a time.
01Wasted spend
Every week without a system is another week of ad spend you can't get back. Test budgets scattered across untargeted campaigns. Ads left running because you're not sure if they're winners. Money out the door with nothing to show for it.
02Lost signal
Without tracking your author business as a whole, you can't see what impact your Facebook Ads are having. Every decision becomes a guess. So you never scale, because you never know what's worth scaling.
03Compounding doubt
One quarter turns into two. You stop testing, stop scaling, and eventually stop believing Facebook works for books at all. The account sits dormant. Sales sit flat. Another platform written off.
None of this is a talent problem. It's what happens when nobody teaches the whole system, just the setup.
THE SOLUTION
The system I built for myself. Now packaged for you.
I never took a course to learn Facebook Ads. I taught myself the hard way — running ads on my wife's books, one wasted dollar at a time, for months. Every failed test, every ad that hemorrhaged budget, every night wrestling with attribution reports. That's where the system came from.
Once it started working, I ran it. Daily. It became the system I use in my wife's author business, and the same one I now teach to the clients who I work with.
So I put the whole thing into this course. The same system, the same walkthroughs, the same weekly rhythm — now available on its own, without needing my time directly.
This is that course. The system I built by burning my own money, refined running it in my wife's business, and proven by teaching it one-on-one. Now on its own, for every author who wants the Facebook side dialled in.
No fluff. No 60-lesson maze. No filler. Every lesson earns its place.
THE PHILOSOPHY
A couple of hours a week. Not a second job.
I call the way I teach Strategic Laziness.
It doesn't mean lazy. It means maximum impact for minimum ongoing effort. Set the ads up properly once — the right structure, the right testing method, the right decision rules — so they keep running without you living inside Ads Manager every day.
You have an author business to run, a family, a next book to write. You don't have time for a fifty-hour course, and you don't have time to babysit an ad account.
So the lessons are short (10 minutes or less). The steps are clear. And the system is built to run itself once you've set it up.
The goal is a Facebook Ads account that pays you back quietly, in the background, while you spend your best hours writing.
STRAIGHT TALK ON FIT
Who this course is for.
Self-published authors who want a Facebook Ads system they trust — not another folder of tactics they'll never use.
This is for you if…
- ✓You've published at least one book
- ✓Your foundations are in reasonable shape — cover, blurb, book page, categories
- ✓You've tried Facebook Ads and couldn't make them work, or you're about to try and don't want to waste money
- ✓You want a system, not a hundred hacks
- ✓You're willing to spend a small daily test budget to learn what works for your book
- ✓You want short, doable lessons — not a forty-hour course you'll never finish
This isn't for you if…
- ✕You haven't published a book yet
- ✕You're looking for a magic bullet or a done-for-you service
- ✕Your cover or blurb aren't ready (fix those first — no ad will save them)
- ✕You want fluff, hype, or pushy sales talk
- ✕You'd rather chase the next trend than run a repeatable system
- ✕You want someone else to run the ads for you
WHAT'S INSIDE
A complete system. Kept current.
Three things, working together.
In the exact order I'd teach a friend. Setup, creative, launching, reading the data, scaling. No filler — every lesson earns its place, and you can work through the lot in an afternoon.
A spreadsheet you'll actually use. Instructions, an Overview dashboard, and 365 days of daily tracking. Fill yesterday's numbers in cream-coloured cells each morning — ad spend, royalties, KENP, BSR — and see profit and ROAS across Facebook, Amazon, and BookBub at a glance. Sixty seconds a day. The same tool I run in my wife's author business.
Facebook changes constantly. When Ads Manager changes, the algorithm shifts, or a new feature actually matters — I update the course. Every update is yours, at no extra cost, for the full 12 months of your access.
The calculator I built to answer the question every author asks: how many sales a day do I need to hit my royalty goal? Plug in your monthly target, book price, and page count, and it works out exactly what your ads have to deliver — sales, page reads, or ROAS.
The prompts I've refined over hundreds of campaigns for writing high-performing Facebook ad copy — headlines that survive the scroll, primary text that earns the click, and taglines your reader actually notices. Paste into ChatGPT or Claude, feed in your book's details, get usable copy back in minutes.
A LOOK INSIDE THE TRACKING TOOL
Sixty seconds a day. Every number in one place.
One minute a day. Total clarity on what your ads are doing to your author business.
THE CURRICULUM
22 lessons. Built in order.
Each lesson builds on the last. No skipping ahead. No filler. Every lesson earns its place.
Both strategies in this course — Traffic and Add-to-Cart — send readers to your Amazon book page. If you're running Facebook Ads to a direct-sales store instead (your own site, Shopify, WooCommerce), that's a different playbook and not what's covered here.
SETUP & FOUNDATIONS
4 LESSONSThe mental model, the vocabulary, and what makes a Facebook ad actually work for books — before you touch a single dollar.
- 01The 3-level structure: campaign → ad set → ad
- 02The Facebook Ads dashboard tour
- 03What makes a Facebook ad work
- 04Your Facebook ad doesn't sell — it earns the click
CREATING ADS THAT GET CLICKED
5 LESSONSThe creative side, taught the way it works for books — not the way it works for e-commerce or coaching.
- 05The Facebook Ads Library — your free inspiration tool
- 06Writing primary text that earns the click
- 07Writing headlines that survive the scroll
- 08Create Facebook ad images (walkthrough)
- 09Using AuthorOS to draft primary text and headlines
TRACKING YOUR BUSINESS
2 LESSONSAttribution and the tracking rhythm that shows you the impact your Facebook Ads are having on your business as a whole.
- 10Setting up Amazon Attribution
- 11Tracking your author business
THE TRAFFIC CAMPAIGN BLUEPRINT
5 LESSONSThe simpler of the two approaches. Get a profitable traffic campaign live and running before you touch anything more complex.
- 12Two approaches: traffic ads vs. my add-to-cart system
- 13Traffic Campaign Blueprint
- 14Traffic: setting up your first campaign in Ads Manager
- 15Traffic: setting up your reporting columns
- 16Traffic: optimising and scaling your ads
THE ADD-TO-CART SYSTEM
5 LESSONSMy more advanced setup — the one that ties Facebook Ads directly to Amazon sales, with proper tracking, so you know exactly what's working.
- 17ATC: setting up your Pixel and conversion event
- 18ATC: building your landing page + wiring up Amazon Attribution
- 19ATC: campaign structure
- 20ATC: launching your first ATC campaign
- 21ATC: optimising and scaling your ads
THE ONGOING CADENCE
1 LESSONThe weekly rhythm that keeps profitable ads running without you living inside Ads Manager. This is where Strategic Laziness earns its keep.
- 22New Ads Cadence — the weekly test-and-scale rhythm
Rebuilt in August 2026 — for how Facebook Ads works right now.
Ads Manager changes. Audiences change. What worked 12 months ago doesn't work today. Every lesson was been recorded in August 2026 for the current platform — not the one it used to be.
IN AUTHORS' WORDS
What three months looked like for Meg.
★★★★★
"After the first month of following his approach I made 4 times as much in royalties as my highest grossing month previously. The next month I doubled that amount. By the third month my royalties were more than the full-time paycheck I was collecting."MEG GRAY
Author · Facebook Ads Mastery for Authors
Meg's numbers aren't a promise — they're a data point. What the course teaches is the system that made them possible.
THE PROOF
240+ five-star reviews. A handful, in their words.
★★★★★
"Before, my monthly income from ads was around $600. After implementing Matthew's strategies, I saw it jump to over $2,000 in just the first month. Hands down the best course out there."EVE CAMPBELL
★★★★★
"The proof is in the pudding: my first attempts at FB ads using Matt's system have quadrupled my monthly royalties, and I am making a profit."NANCY HERKNESS
★★★★★
"Just dipped my toe into my first ad and, within ONE day, I had almost 200 click-throughs to Amazon and my book rose almost 2,000 places in the Amazon paperback ratings."SARAH BREWER
★★★★★
"Within a few hours I'd set up ads using Matt's easy-to-follow instructions and was up, running, and generating sales. Outstanding."TG REID
★★★★★
"I have taken many courses with no success in book sales. Immediately after this course I reached break even and the sales are increasing daily. Matthew actually teaches step by step, when other teachers talk fast and leave you confused."SWIYYAH WOODARD
★★★★★
"Matt turned FB ads from completely overwhelming and confusing to simple and something you feel confident to tackle. I went from earning nothing to seeing consistent sales and page reads."SABINA G.
★★★★★
"Three years plugging along, never losing money but never making much. Matt's course took me from 10–20% ROI to 185% ROI. Page reads went from 40K to over 100K."D GLENN CASEY
★★★★★
"I tried running Facebook ads on my own years ago with middling results. Using Matt's strategy I was able to be profitable within the first month. Don't think twice — easily worth the price of admission."ALEX VOORHEES
★★★★★
"I was able to implement even before finishing the course. The ad I created using Matt's method has helped keep the first novel in my series in the top 1,000 on Amazon."BRIAN YANSKY
★★★★★
"Since starting my ads, my book has been #1 numerous days and never below #4. Amazing!"M.J. EVANS
★★★★★
"I've tried to run Facebook ads on and off for years without success. After following Matthew's advice, I finally created a profitable ad."REBECCA CHASTAIN
★★★★★
"I've not even been using it a month yet, but his system has almost tripled my monthly royalties — and that's even with me still learning it."CHARITY MAE
★★★★★
"The straightforward, no-fluff, common-sense instructions have been so incredibly helpful. Finally, I get it — and it didn't take more than a day or two of viewing the videos and applying what I learned."SUSAN "HONEY" WILLIAMS
★★★★★
"I had been stuck in fear of starting Facebook ads for months. Taking this course removed that block and let me finally dive in. Matt keeps the content updated — every future update is included."XEN B. CORVIN
★★★★★
"I think I've taken all of Matthew's courses. This is the best one yet. I feel I fully understand what I'm doing and how to get the most from my ad investment."PETER DEHAAN
★★★★★
"I have profitable Facebook Ads. I owe it to the information in this course. Matt is good about creating content when something changes or a new feature appears."ALEXA MICHAELS · Mafia Romance Author
★★★★★
"The A in Ads stands for Anxiety — not anymore with Matthew talking me through it. Worth every penny. Feeling more confident than ever."A. BOSS
★★★★★
"Our journey with Facebook Ads started with Matthew's course. I can't thank him enough for holding our hand in the process. We are actually earning money with our books now."J.W. MEYER
THE INVESTMENT
Two ways to enroll Full access.
Pick the option that fits you best.
ONE PAYMENT
$297
USD · one-time
Everything you need to run Facebook Ads
- ✓22 focused lessons (updated August 2026)
- ✓The Author Tracking Tool
- ✓BONUS — Run Your Numbers calculator
- ✓BONUS — AI prompt library for ad copy
PAYMENT PLAN
$99/mo
USD · 3 monthly payments
Same course, same access, spread across three months.
- ✓22 focused lessons (updated August 2026)
- ✓The Author Tracking Tool
- ✓BONUS — Run Your Numbers calculator
- ✓BONUS — AI prompt library for ad copy
NO QUESTIONS ASKED
14-Day Money-Back Guarantee
Join today, and if the course isn't right for you, email me within 14 days and I'll refund you in full.
FAQ
Before you enroll.
The questions I've been asked most often about the course.
Does this work for my type of book — fiction or non-fiction?
Yes, both. The system doesn't change based on genre or category, the inputs do. A romance reader responds to different images and hooks than a thriller reader, and both respond differently to a self-help or business reader. The framework for launching, testing, and scaling ads is the same. The course teaches you how to work out what your readers respond to, not what worked for someone else's book.
I've never run Facebook Ads before. Am I too new for this?
Not if your foundations are in reasonable shape (cover, blurb, book page, categories, back matter that captures emails). The course walks through everything from setting up Ads Manager to launching your first campaign to reading the data. If you've never touched an ad account, you can start here and skip years of expensive learning.
I've been running Facebook Ads for a while already. Will this still be useful?
Almost certainly. Most authors who join have run ads before, spent money, and stopped believing it works for books. The system is built to break that pattern: fewer campaigns, a proper testing framework, and a weekly rhythm that keeps profitable campaigns running while you write.
How much ad budget do I need to make this work?
You can start with $5-10 a day while you're finding your winners. The course is built around testing on a small budget first, then scaling only what's actually working. There's no minimum spend that unlocks results, the system is the point.
How long does it take to work through?
About four hours of video across 22 lessons. Most authors get through the whole thing in a weekend or across a couple of evenings. From there, the ongoing weekly rhythm takes about an hour.
Do I need any specific software to run the course?
Nothing beyond a Facebook Ads Manager account, an Amazon KDP account, and Google Sheets or Excel for the Author Tracking Tool. Everything else is either free (Amazon Attribution, Facebook Pixel) or optional. You'll set up what you need as you go.
Do I need Amazon Attribution set up before I start?
No. Setting it up is Lesson 10 and I walk you through it. Amazon Attribution is required for both strategies (Traffic and Add-to-Cart), but you don't need it in place before you enroll.
Will the strategies still work in six months? A year?
Facebook Ads changes constantly, so the honest answer is: the tactics evolve, the system doesn't. When something meaningful changes — a dashboard update, an algorithm shift, a new feature actually worth using — I update the course. Every update inside your access window is included automatically.
How long do I have access to the course?
Twelve months from the day you enroll. Plenty of time to work through everything, apply it to your books, and revisit any lesson you want. Any updates I make in that window are included automatically.
What happens after 12 months?
Access ends, but you can renew at a heavily discounted rate to get another 12 months plus every update I make in that time. Facebook Ads keeps changing and the course keeps changing with it, so if you want to stay current, that option's there. If you've got what you needed, no pressure to renew.
READY?
Stop guessing. Start running Facebook Ads like a system.
If your book's ready and your foundations are in reasonable shape, this is the shortest, most honest path to Facebook Ads that pay you back. No fluff. No 60-lesson maze. Just the system I use myself and teach to my clients.
