Paid Acquisition
Also called Paid Media
Acquiring customers by paying for reach, search ads, social ads, sponsorships, as opposed to organic channels. Its efficiency is measured by CAC and ROAS.
Why it matters
Paid acquisition can buy predictable growth, but it is only sustainable if a customer is worth more than they cost to acquire. Founders who scale paid spend before proving that math tend to buy their way into trouble.
For example
A D2C brand spends 5 lakh a month on Instagram ads to acquire customers, and watches CAC closely to make sure each one is worth more than they cost.
Go deeper
Related terms
Also in Starting Up
See how founders actually handle this on Growing and marketing, part of the Starting Up hub.
eChai Partner Brands
