Agree what a worthwhile sale costs.
Understand margin, order value and the costs of serving the customer. Use that context to set acquisition targets the business can work with.
Our advertising principles / The next dollar
Make growth worth the spend.
A campaign can win sales and still become expensive to scale. We keep the business economics in the conversation when deciding where the next advertising dollar belongs.
Revenue is only part of the return.
Products, shipping, returns, advertising and agency fees all have to be paid. Growth needs to be considered against those costs. A bigger sales number on its own doesn’t prove a bigger budget is justified.
More spend needs a commercial reason.
Watch what changes as you spend more.
Look at the cost and value of the response as the campaign reaches more people. Challenge the assumption that yesterday’s return will hold at a higher budget.
Choose what to improve, stop or scale.
Use the response to guide the next decision. Each budget change should have a reason you can understand and a result you can assess.
What would justify your next increase in ad spend?
Tell us what you sell, how you advertise now and what a better return would mean for your business.