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Paid acquisition basics

Buy customers profitably, or don't buy them.

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How do I know if my paid ads are actually profitable? Compare customer acquisition cost to the contribution margin a customer generates, and demand payback inside a few months (or a single order for D2... Intermediate 2 resources → How do I pick which paid channel to start with? Match the channel to how people already look for what you sell: intent-driven search for problem-aware buyers, feed-based social for discovery and ... Intermediate 2 resources → How much budget do I need to test a paid channel properly? Enough to get a statistically real read, usually a few hundred conversions per channel before you judge it, not fifty dollars over a weekend. Set a... Intermediate 2 resources → How do Indian D2C brands keep paid acquisition sustainable as CACs rise? Winning Indian D2C brands stop renting attention and build owned media, content engines, and community so they aren't fully dependent on Meta and G... Intermediate 2 resources → What's the minimum data I need before I trust that a paid campaign is actually working? Roughly 30 to 50 conversions per variation before you read anything into a result, and enough spend that you're not judging on 3 or 4 lucky sales. ... Intermediate 3 resources → My cost per click looks fine but nobody buys. Where do I even start fixing this? A cheap click that doesn't convert is almost always a landing page or offer problem, not an ad problem. Check the handoff first: does the page matc... Intermediate 3 resources → How much creative do I actually need to test, and how often should I refresh it? Test a handful of genuinely different angles (not five tweaks of the same image) and let the platform find the winner rather than deciding yourself... Intermediate 3 resources → Should I try WhatsApp or lead-form ads instead of sending people to a website? For high-consideration or offline-closed sales (services, coaching, big-ticket D2C), capturing a lead on WhatsApp or a native lead form often conve... Intermediate 3 resources → How do retargeting and cold prospecting budgets actually split when I'm just starting? Early on, most of your budget has to go to cold prospecting because you have almost no audience to retarget yet. A common starting split is heavily... Intermediate 3 resources →

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