They say to think of it this way - when you lower the coil to the ground, you want no change in the threshold. If the sound increases as the coil approaches the ground, then turn it down - counter-clock-wise, - think of the knob as a volume control - turn it up to increase and turn it down to decrease. Turn it up for more and turn it down for less - as the coil approaches the ground.
Myself, I usually like to have a very slight positive ground balance - slight increase in threshold as I lower the coil. This way it allows a slight change to be noticed - an increase, or a pull towards a null region, a decrease. I kind of got used to it this way since I used to detect with gold machines, and that's how we set them. I wanted to know if the threshold was pulled slightly to the positive or null region. If I didn't have the slight positive setting, then a bit of a pull towards the null region may not be noticeable. Having a slight positive ground balance was to make sure that it wasn't in the negative (null) region, which if a deep target caused a slight increase, that increase might have not crossed into the positive region to where the operator might not hear the increase.
On a scale: negative - 9 8 7 6 5 4 3 2 1 0 1 2 3 4 5 6 7 8 9 + positive
With the "0" being just silent and "1" to the positive side (right of 0)
If the machine was on the negative 1 (left of 0), and a deep gold nugget caused a slight increase, to bring it up one notch to the 0, then no increase in audio means zip/nada to the ear. So setting it just slightly positive (a 1 to the right of 0) was to discern that it wasn't to the negative slightly.
Keep in mind that this how we ran higher frequency gold machines for a slight and nice soft increase hoping for the deep gold nuggets others have worked over and missed, aw grrrr - this is almost making me want to get a couple gold machines and go at it again