Grow & market
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...
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 calculate my target CAC before I've made a single sale?
Work backwards from your gross margin per customer and how many months you're willing to wait to earn it back. A common starting rule: keep custome...
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...
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...
What are the classic first-campaign mistakes that quietly waste my whole test budget?
The usual money-burners: killing ads before they have enough data, changing three things at once so you learn nothing, tracking nothing so you can'...
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