04 — Channels
Paid Acquisition Portfolio
Three channels, three distinct jobs.
Meta Ads
55%Role
Demand creation + creative testing + retargeting
Primary use
- —Pain-point creative
- —BDC manager messaging
- —Video
- —Static ads
- —Retargeting
- —Free trial acquisition
Spend
$5.5K
Customers
3.67
CAC
$1.5K
Google Search
30%Role
Capture existing demand
Primary use
- —High-intent searches
- —Competitor/problem searches
- —Sales call analysis
- —Call coaching software
- —AI call grading intent
Spend
$3.0K
Customers
2.22
CAC
$1.4K
LinkedIn Ads
15%Role
Precision B2B testing
Primary use
- —Dealership leadership
- —BDC leadership
- —Sales leaders
- —Revenue decision-makers
Spend
$1.5K
Customers
0.80
CAC
$1.9K
Budget allocation
Initial testing hypothesis — allocation changes based on qualified pipeline and CAC.
Monthly Ad Spend (from forecast): $10,000
Meta Ads$5,500
55% of budget3.7 customers
Google Search$3,000
30% of budget2.2 customers
LinkedIn Ads$1,500
15% of budget0.8 customers
CAC index per channel — hypothesis to validate
Meta Ads1.00×
Google Search0.90×
LinkedIn Ads1.25×
1.00× = the CAC assumed in the forecast. Raise a channel's index to test a more expensive customer, lower it to test a cheaper one.
What this split implies
$1,511$11 vs assumed $1,500
Best payback: GOOGLE at 2.1 months. Weakest: LINKEDIN at 3.0 months. Target is ≤ 3 months.
Channel performance
| Channel | Spend | Leads | Qualified Leads | Customers | Decision | |||
|---|---|---|---|---|---|---|---|---|
| Meta Ads | $5,500 planned | 150 | 52.4 | 3.7 | $1,500 | $3,300 | 2.4 mo | SCALEITERATEPAUSE |
| Google Search | $3,000 planned | 90.7 | 31.7 | 2.2 | $1,350 | $2,000 | 2.1 mo | SCALEITERATEPAUSE |
| LinkedIn Ads | $1,500 planned | 32.7 | 11.4 | 0.8 | $1,875 | $720 | 3.0 mo | SCALEITERATEPAUSE |
Model projectionColumns recalculate from the sliders and funnel assumptions above. Actuals replace them once pilot data exists — baseline to establish.
Scenario estimate Channel CAC indexes are testing hypotheses, not measured results. Qualified-lead, show and close rates come from the Acquisition Funnel assumptions, so changing them there moves this table too.