Episode 2: The Financial Limits of Performance Marketing скачать в хорошем качестве

Episode 2: The Financial Limits of Performance Marketing

In a lot of audits, we see teams allocating 80–90% of budget to conversion activity because ROAS looks strong at first. Paid search and retargeting appear to be working. Over time, the data changes. As spend increases, auctions tighten, returns diminish, and a growing share of that spend becomes non-incremental. CAC rises. Revenue slows. This happens because only a small share of the market is in-market at any moment, and a lot of buyers choose brands they already know. Conversion spend ends up competing for a limited pool. ROAS and attribution dashboards reinforce this by crediting the final interaction and missing demand creation earlier in the cycle. In this video, we break down how brand investment affects margin, CAC, and LTV, and why this is a capital allocation problem, not a channel problem. Simple check: if conversion spend keeps rising while Share of Search and direct traffic stay flat, future growth is likely being taxed. Feel free to book a call: https://calendly.com/charlie-7y0 Timestamps: 00:00 – Intro 01:05 – Performance vs brand economics 02:03 – The ROAS illusion 03:05 – Margin 03:29 – CAC 03:59 – LTV 04:36 – Metric 1 - Surveys 05:22 – Metric 2 - Search of Search 05:54 – Metric 3 - Upper Funnel Website Traffic 06:29 – Metric 4 - Brand Lift 07:12 – The Fix