Max W Ornn...?

yes, its your main damage source

Yes then Q

Based on my first game...

W-Q-E max.

Runes should be flat AD reds (Q scaling), health quints (take your pick, he gets max health scaling on his W), and either flat armor or flat resist yellows/blues (if you can afford 3 pages for the pure armor, pure resist and hybrid pages do it). His only AP scaling is his R and you're using that more for the CC than the damage.

I go 0-12-18 on masteries, going for Courage of the Colossus because of his reliable knock ups (particularly on his auto brittles, E and R).

From there, take the sustain masteries early on, including missing mana regen, flat health regen and perseverance.

I can't say I like a raw consumable start on him. Doran's Shield is good and offers solid sustain and some extra last hitting.

If you're against a no mobility melee matchup max W, If not max Q. Champs like Riven or Yas can flee from W and without the last W hit+Brittle W is weak, Q isn't that easy to dodge. Ranged champs won't get in range of your W but you can outpush and harass them with Q. (Remember you can buy a mana crystal with passive to gain mana in lane)