Decisions on Meta Ads, Google Ads, CAC, campaign structure and scaling. All built from $800K to $3.3M MXN/mo in managed investment, not from textbook theory.
The most expensive mistake in paid media isn't a high CPL. It's raising budget on an architecture not ready to scale. This is what separates real scaling from one that breaks CAC by day three.
Read article →CPL $12 at 4% conversion = CAC $300. CPL $28 at 18% conversion = CAC $156. The arithmetic is obvious. The problem is structural, and nobody puts it in front of the board.
Read article →The metric your dashboard shows isn't the metric that matters. This distinction destroyed the margin of many operators for years while their agencies reported 'excellent' CPLs.
Read article →I review the current architecture and tell you exactly where the problem is before scaling.
References
Primary documentation for the platforms cited on this page:
Case figures refer to the periods and accounts described in each one; they are not promises of replicable results.
Por Cesar Baz — Performance marketing, data and AI consultant
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