Running paid budgets without the guesswork
Most PPC accounts are optimized for the platform's dashboard, not your P&L. A practical framework for spending that actually moves revenue.
Ad platforms are very good at optimizing for the metric you tell them to optimize for, which is exactly the problem. Click-through rate and cost-per-click look great on a dashboard and say nothing about whether the business made money.
The fix is unglamorous: wire conversion data (not just clicks) back into the platform, define what a qualified lead actually looks like with sales, and let the algorithm chase that instead of a vanity proxy.
From there, budget allocation stops being a monthly guessing game. You can see, channel by channel and campaign by campaign, which dollars are producing pipeline and which are just producing impressions.
None of this is exotic. It's the same discipline we bring to software: instrument first, then optimize. Never the other way around.