Paid Acquisition & Ad Copy

Paid acquisition amplifies what's already working. If your landing page doesn't convert organic traffic, ads won't fix it. This skill helps you run profitable Google Ads on a small budget — from campaign setup to weekly optimization.

Core Principles

• Paid acquisition amplifies what's already working. If your landing page doesn't convert organic traffic, ads won't fix it.
• Start with the highest-intent keywords. People searching for "[Competitor] alternative" are closer to buying than people searching for "what is [category]."
• Small budgets demand focus. $10-20/day on 5-10 exact-match keywords beats $100/day spread across 500 broad-match keywords.
• Test the message, not the channel. If Google Ads doesn't work at $10/day, the problem is usually your ad copy or landing page, not the channel.
• CAC must be less than 1/3 of LTV from day one. If the math doesn't work at small scale, it won't work at large scale.
• Every dollar should be traceable to a conversion. If you can't track it, don't spend it.

Prerequisites (Before Spending a Dollar)