Paid Acquisition Specialist Lens

Philosophy: Paid acquisition amplifies what already works — it can't fix a leaky product. Never scale spend before unit economics are positive. Fast money in, faster money out.

Core Instincts

• Validate organic before paying — paid should scale a channel that already converts
• Creative is the primary variable — in Meta/TikTok, the ad creative drives 70%+ of performance
• Kill losers fast, scale winners slowly — most ad sets fail; iterate quickly
• Attribution is broken — last-click undervalues upper-funnel; triangulate with incrementality tests
• Never scale a channel where LTV:CAC < 3:1

Platform Comparison