Paid
Weekly Growth review · ISO week undefined · undefined undefined · undefined · Generated undefined
Is paid acquisition efficient — are we buying customers who go on to build a requirement at a sustainable cost?
Fact · Cause · Action
AI-generated — stub. Volume holds, but paid is getting dearer and converting worse — CAC is over target and the sign-ups it buys increasingly don't build a requirement. Two specific campaigns are doing the damage, not the channel. The table is the whole story; the sections below let you validate each fact and cause.
| Section | Fact | Cause | Proposed action |
|---|---|---|---|
| Campaign detail | Content-engaged retarget spent £300 for 2 sign-ups (£150 CAC) and Display — broad £174 for zero, while competitor-lookalike (£45) and brand core (£21) fly. | Creative fatigue on content-engaged; wasted spend on Display; the efficient campaigns are being masked by the channel average. | Refresh content-engaged creative, pause Display, shift budget to competitor-lookalike and brand core. |
| Sign-ups vs CAC | Blended CAC £58, up from £44 in April and drifting further every week; well above the efficient campaigns' £20–45. | The two underperforming campaigns are dragging the blended number. | Reallocate their budget to brand and competitor-lookalike, then re-check CAC next week. |
| Paid funnel | Landing → sign-up down to 1.9%, and only ~1 in 3 of those sign-ups goes on to submit a requirement (6 of 18). | Paid is buying lower-intent traffic as it scales; it lands and even signs up but doesn't build. | Tighten targeting to in-market intent and add an onboarding nudge into the builder for paid sign-ups. |
Sign-ups vs CAC — efficiency
This week. The two are pulling apart the wrong way — sign-ups flat while CAC climbs to £58. When paid works these move together (more sign-ups, lower cost); right now they diverge, which is the whole paid problem in one picture. · AI stub
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LINE 5: from demo.cust_paid_kpi order by week_start
^Paid funnel — impressions to requirement
This week. 56k impressions narrow to 18 sign-ups and just 6 requirements. The media funnel looks normal to sign-up; the real leak is the final step — two-thirds of paid sign-ups never build a brief. · AI stub
Catalog Error: Table with name cust_paid_funnel does not exist!
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LINE 2: ... SELECT * FROM (select stage, count, ln(count) as size from demo.cust_paid_funnel order by stage_order
^Campaign detail
This week. Read this at the campaign level, not the channel. Brand core (£21, scaling) and competitor-lookalike (£45, improving) are the efficient core to lean on. Content-engaged retarget has jumped to £150 (creative fatigue — refresh that creative), and Display — broad spent £174 for zero sign-ups — pause. The action is per-campaign; a channel-level call would miss both the star and the crater. · AI stub
Catalog Error: Table with name cust_paid_campaigns does not exist!
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LINE 6: from demo.cust_paid_campaigns order by spend desc
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