Allocating budgets across search engines, social media, and offline events is one of the hardest choices a founder faces. A structured framework removes the guesswork.
Allocate 70% of budget to proven channels with predictable returns, 20% to scaling channels with high potential, and 10% to testing new experiments.
Do not spend all your capital on top-of-funnel acquisition. Keep a dedicated portion for retargeting, email flows, and retention to optimize customer values.
Review metrics weekly. Scale up campaigns exceeding target metrics, and pause or refine campaigns failing to show positive ROI signals after testing phases.
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