Paid acquisition: scaling spend and proving it works
The Performance Marketing work group answers paid acquisition questions in group chats. They start with paid social that has stalled and ad costs that keep rising, then turn to proving what the spend drives.
Updated
Questions Answered
Scaling paid social past a plateau
Before adding budget, check how the channel is judged. Grading it on platform reporting or a blended CAC target can make a channel with room left look tapped out.
When paid social costs rise: the ads, the audience or the offer?
Find the step where the cost rises, change one thing at a time, and judge the result on customers and revenue rather than platform CPA.
Measuring whether paid marketing adds customers
Compare people or markets that see the ads with ones that don't, divide the lift by spend, then follow those customers until they repay what they cost.
When a marketing mix model earns its cost
Build one when a wrong channel split would cost more than the model, the spend history can separate channels, and finance and channel owners will change budgets on what it says.
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