Paid Advertising
Buying attention where the buyer already is.
Workflow
Step 1Objectives
ObjectiveDefine what ads must do.
InputBusiness goals
OutputCampaign objectives
Key activities
Set the number ads must move
Decision points
What do ads drive?
Tools: PlanningRoles: Marketing
Success: Objectives set
Quality gate: Go: one number. Loop back: vague.
Why it matters
- Paid is the throttle: instant, measurable, scalable. It funds the machine while organic compounds — if it's run with discipline.
Best practices
- Start narrow: one channel, one offer, one audience.
- Creative is the lever — test angles, not just budgets.
- Landing pages must match the ad's promise.
- Kill losers fast; scale only proven winners.
Common mistakes
- Every channel at once with no learnings.
- Optimizing spend while creative stagnates.
- Attribution that can't tell you what worked.
Key questions
- Where does the buyer actually spend attention?
- What is the unit economics at the current CPA?
Agents that drive this
Campaign BuilderAttribution
Tools we use · alternates in [ ]
Google Analytics[ Plausible, Mixpanel ]Metabase[ Looker Studio, Power BI, Grafana ]Make[ Zapier, n8n ]