Broadly - conversions that you can validate. It's kind of that simple. Depends on the channel, as well. For LI and FB/IG, have tight targeting, tighter tracking, and really really good creative. As long as I'm making more than I spend, there's something there. Every now and then we turn off our ads for a month or so and analyze traffic and sales to make sure those ads aren't capturing leads that would've come in organically. Advertising is work - you have to constantly investigate and experiment and optimize and refresh. Then do it all over again when that particular well runs dry.
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