ads

Start with platform selection based on audience and price point: LinkedIn for job-title targeting, Google Search for high-intent keywords, and Meta for retargeting. Derive breakeven CPL from deal size times close rate, then structure campaigns with clear naming conventions and a 70/30 proven-to-testing budget split.

Pause new ads after they spend 2-3x target CPL with zero conversions, and pause mature ads when CPL runs 1.5-2x over target. Never pause on a fixed CPA threshold without checking sample size, conversion lag, and learning-phase status first.

In the Andromeda era, broad targeting with specific creative typically outperforms interest stacking. Put audience knowledge into the creative itself using identity-trigger keywords, and let the algorithm match each creative variant to the right segment.

No. Meta's 7-day click and Google's 30-day windows use different attribution definitions, so summing them double-counts conversions. Report them side by side and use a neutral source like GA4 or your CRM for a blended view.

Blended LTV:CAC hides per-plan variance under averaged ARPU, so a healthy-looking ratio can mask unprofitable plans. Use Payback Period (CAC divided by per-plan ARPU) instead, targeting a 3-12 month payback band before scaling spend on any plan.

An audit can only grade what it can verify; missing data like a search terms report makes those checks unknown, not failed. Below 60% evidence coverage no health score should be given, and negative keywords must never be invented without actual search term data.