---
name: paid-acquisition
description: Run bounded paid acquisition experiments only when audience, offer, destination, attribution, budget, and stop rules are ready.
---

# Paid Acquisition

Paid media is an accelerator and learning channel, not a substitute for an unvalidated product or broken funnel.

## Readiness

Confirm target segment, problem/offer, landing experience, activation/payment events, attribution, creative truth, geography, platform eligibility, and autonomy-policy budget/action limits. If these are not ready, return the missing prerequisite instead of spending.

## Experiment design

Use `growth-experiment`. Keep targeting, creative, offer, and landing variables interpretable. Define spend ceiling, primary business metric (not only CTR), diagnostic metrics, downstream quality, and hard stop/scale rules.

## Operations

Use official ad interfaces/APIs where authorized. Verify campaign/ad state, spend limits, destination links, conversion tracking, and actual delivery after changes. Never infer launch from a successful request alone.

## Review

Report spend, qualified traffic, signup, activation, payment/revenue, CAC or another agreed economics metric, guardrails, attribution limitations, and the decision. Do not scale because an ad has a low CPC if downstream value is weak.