Google captures intent. Meta and TikTok create it. Most brands treat all three the same and waste money.
Split by stage: testing 60/40/0, growth 40/45/15, scaling 30/50/20 (Google/Meta/TikTok). Pick a primary channel, add a secondary, and build from there.

#ProteanDigital #PaidMedia #MediaMix

"How much should I spend on ads?" is the wrong question. The right one: what's my max profitable CAC? Contribution margin sets the ceiling, net profit target sets the floor. Work backwards from there to your budget. Unit economics first, ad spend second.

#ProteanDigital #CACStrategy #UnitEconomics

Advantage+ Shopping tip nobody tells you: cap existing customer budget at 20-30%, or Meta burns your spend retargeting people who'd buy anyway. $100-300/day min, 15+ creatives, optimize for purchase, then don't touch it for 7 days. 25 events/week needed to stabilize.

#ProteanDigital #AdvantagePlus

Losing $35 on your first sale is fine if you know your LTV. Example: $110 CAC loses $69 on order one, but generates $196.61 lifetime value, that's $86.61 net profit per customer.
Target a 3:1 LTV:CAC ratio. No LTV number = you're gambling, not marketing.

#ProteanDigital #LTVtoCAC #PaidAdsMath

"Blame the algorithm" is the most overused excuse in ads.

Reality: 30% missing conversion data, weak creative, vague product feeds, under 25-50 conversions/week, bad landing pages, the AI just reflects what you fed it. It's a mirror, not a scapegoat. Check your inputs.

#ProteanDigital #PaidMedia

Hot take: broad match beats exact match for most e-commerce in 2026.

Google's AI reads intent better than your keyword list ever could.
Broad + Target ROAS drove 18-19% more conversions in testing. But skip negatives or daily monitoring, and it's a disaster. Your take?

#ProteanDigital #GoogleAds

Your CAC isn't ad spend ÷ orders. It's all acquisition costs ÷ new customers only.

In one real example, that turned $71.43 into $147.92, a 107% gap.

The $70 "industry benchmark" uses total orders. Your real number is probably double. Run the math this week.

#ProteanDigital #CACCalculation #Ecom

4.5x ROAS looks great.

But what are you actually keeping?

Know your margins before you scale.

Revenue ≠ profit.

#ProteanDigital #ROAS #Ecommerce