Three episodes for the marketer running paid acquisition and noticing the costs are climbing while the conversions are flat. Why most paid programs hit a ceiling that more spend doesn't break (it's a strategic problem, not a budget one), the structural moves that fix it, and the metrics that show whether you're actually moving the strategic ceiling versus just throwing budget at a tactical execution problem. Built for the marketer running real budget and ready for the operator-tier read on what's actually constraining performance.

The book on paid marketing as a strategic discipline rather than a tactical execution problem. Covers the structural moves: the audience definition that's specific enough to actually target, the channel decision matrix that fits your offer rather than the marketer's preference, the campaign structure that gives the algorithm enough signal, and the measurement framework that distinguishes 'this campaign is working' from 'this campaign is being optimised toward a metric the business doesn't care about'. Built for the marketer with budget and the freedom to design the program rather than just execute the plan.

The structured check for any paid campaign's targeting setup. Walks through the audience definition (specific enough that the channel actually has a population to serve), the exclusions you should have but don't (the audiences that look reachable but won't convert), the lookalike-versus-interest decision tree, and the budget-per-segment calibration that gives each segment enough learning runway. Run before any new campaign and on quarterly reviews. Most underperforming campaigns have a targeting problem the bid optimisation can't fix.

The pre-launch check for any paid campaign. Walks through the conversion tracking verification, the landing page audit (does the page actually deliver on the ad's promise), the audience targeting verification, the budget-pacing setup that gives the campaign learning runway, the ad-copy quality check, and the alert thresholds that prevent surprises in the first 48 hours. Run before every launch. Most campaigns that underperform in the first two weeks fail at launch readiness, not at execution.

The detailed framework for setting paid-marketing goals that actually drive program decisions rather than reporting cycles. Covers the specificity calibration (vague goals like 'grow traffic' don't drive decisions; specific ones like '$30 CAC at 8% conversion rate by end of Q2' do), the metric hierarchy that connects campaign-level performance to business outcomes, and the cadence calibration that prevents the goals from being either ignored or over-monitored. Built for the marketing lead inheriting a program without clear goals and ready to set them deliberately.

Eight email lessons that walk through designing a paid marketing strategy from blank page. By session three the recipient has the audience definition and channel decision. Sessions four through six work the campaign structure, asset readiness, and conversion-tracking infrastructure. Sessions seven and eight handle launch and ongoing optimisation rhythm. Built for the marketer launching a new program or rebuilding one that's drifted into tactical execution without strategic clarity.