Paid social strategy
A repeatable framework for launching, measuring, and scaling paid social campaigns that convert cold audiences into paying customers.
Phase 1 — Creative testing
Run 3–5 ad variants per platform with a $50/day budget cap. Test hooks, not products. The first 3 seconds determine 80% of performance. Kill anything under 1.5% CTR after 72 hours.
Phase 2 — Audience layering
Stack lookalikes on top of your top 5% customer list, then layer interest-based audiences with exclusions for recent purchasers. Retarget video viewers at 50% and 75% thresholds with a separate conversion campaign.
Phase 3 — Attribution window
Use 7-day click / 1-day view attribution. Compare platform-reported ROAS against your own first-party data. Discrepancies over 30% signal view-through inflation — shift budget toward click-attributed campaigns.
Phase 4 — Scale thresholds
Increase budget 20% every 3 days while ROAS holds above 2.0x. When frequency exceeds 2.5, refresh creative. At $5k/day, split into separate prospecting and retargeting campaigns with dedicated creative sets.
Key metric
Blended CPA under 1.3× AOV is the green zone. If CPA creeps above 1.5× AOV for 5 consecutive days, pause scaling and return to Phase 1 creative testing before resuming spend.