Paid search & social
Paid is a distribution channel for the brand. Not a discovery channel for net-new buyers.
Most paid spend dies because the audience couldn’t have bought you in the first place. Paid amplifies a position you’ve already earned. If the brand-shaping is weak, lower CAC just means failing faster.
How we work
We work the upstream that makes the downstream efficient.
Before we add budget, we ask whether the page they land on says the same thing as the ad. Most of the time it doesn’t — and that’s the leak. Then we ask whether the audience has any reason to convert today. Most of the time they don’t, and we figure out what would change that.
Channel optimization is the last 20% of the work. The first 80% is making sure the offer, the message, and the page agree with each other across every ad you spend money behind.
What changes
Five things you’ll actually see move.
- A paid-audience strategy built on customer economics, not channel defaults.
- Creative + landing-page pairs that say the same thing.
- Blended CAC reporting that doesn’t double-count assists.
- A kill list — what you stop spending on, and why.
- Attribution signal flowing back to the channels that earned the conversion.
Burning through budget without conversion?
Thirty minutes, no pitch. We’ll figure out whether you have a paid problem, a positioning problem, or a page problem.