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Customer acquisition costs have risen sharply over time. One benchmarking analysis of 14,800 companies found CAC increased by roughly 60% over five years and 222% over eight years (customer acquisition cost benchmarks). So the lazy answer to “what is acquisition strategy?” is no longer good enough. A strategy isn't a list of channels, a funnel […]
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You've got a campaign showing a beautiful ROAS number, your platform dashboard is glowing, and everyone in the meeting wants to scale. Then finance asks the annoying question: “How much of that revenue would've happened anyway?” That question separates direct response advertising from expensive theater. A click, lead, or purchase matters only when you can […]
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Most advice about connected TV advertising starts with “CTV is the future.” That's already stale. CTV is the present, and the bigger problem is that many brands are buying it with future-shaped thinking, vague audience promises, blurry reporting, and no credible answer to the question, “What did this dollar cause?” I learned this the hard […]
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Are you asking whether Google Ads is worth it, or whether your business can afford the cost of acquiring one more customer? Those aren't the same question. A campaign can report healthy ROAS while buying customers you would've won anyway, or produce leads that never survive contact with your sales team. Google Ads remains one […]
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Hiring strong paid-media talent doesn't fix a weak knowledge-transfer system. A new specialist can understand Meta, Google Ads, TikTok, LinkedIn, or Pinterest and still lose weeks decoding account history, unwritten rules, reporting habits, approval paths, and the strange little rituals your team insists are “just how we do things.” You can hire someone brilliant and […]
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Most advice about training for new hires starts in the wrong place. It tells you to send a welcome email, assign an onboarding buddy, and point people toward the company wiki. Useful? Sure. Sufficient? Not remotely. Onboarding gets someone into the building, the Slack workspace, and the payroll system. Training gets someone competent enough to […]
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Your new media buyer does not need another welcome email. They need working platform access, a clear campaign map, a named reporting owner, and a manager who knows what “good progress” looks like before the first login. A generic HR checklist can confirm that paperwork exists. It can't tell a Paid Ads Specialist which Meta […]
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You've hired a media buyer who sounded sharp in the interview. Monday arrives, and they're staring at a live Meta account with no creative brief, no naming conventions, no pixel QA history, and a cheerful message that says, “Go scale it.” That isn't onboarding. That's handing someone the keys to the company car and hoping […]
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Most hiring managers begin reference checks with the same question: “Would you rehire this person?” It sounds sensible. It's also one of the most overused shortcuts in hiring. Referees are self-selected, companies often limit what managers can disclose, and a polite “yes” tells you almost nothing about whether a media buyer can protect budget, diagnose […]
