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Paid acquisition basics

Buy customers profitably, or don't buy them.

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Should I even be running paid ads at this stage? Only if you already have retention and a clear sense of what a customer is worth; otherwise you're paying to fill a leaky bucket. Most early startu... Beginner 2 resources → 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 → 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 → How do I stop platform-reported conversions from lying to me about what's actually driving sales? Meta and Google both over-claim credit, so if you add up every platform's reported conversions you'll spend more than you actually earned. Trust yo... Advanced 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 → How do I judge whether an influencer or creator deal is really cheaper than running ads? Treat a creator deal like any other channel: divide what you paid by the customers or trackable outcomes it produced, and compare that to your ad C... Advanced 3 resources → Do I need to worry about a Meta ad account ban, and how do I protect against it? Yes, account and page bans happen more often than founders expect, sometimes wrongly, and losing your account mid-scale can freeze your whole acqui... Advanced 3 resources →

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