Growth & Marketing
Paid acquisition basics
Buy customers profitably, or don't buy them.
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...
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...
What makes a paid ad actually convert?
The creative does 80% of the work, not the targeting: a scroll-stopping hook, one clear promise, and a landing page that keeps the exact promise th...
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 ...
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...