Skip to content
[course 02]

Paid Acquisition

Paid ads can buy growth or burn a seed round. This course shows you when a startup is ready for paid, how to set a target cost per customer from your own numbers, how to track honestly, and how to run Meta, Google Search and LinkedIn campaigns with clear rules for testing, scaling and stopping.

  • 8 lessons
  • 8 worksheets
  • Self-paced
  • English
$67USD, one-time payment
  • Delivered by email within minutes
  • 30-day money-back guarantee
  • Secure payment by Stripe
Close-up of black silky fabric with smooth folds

What you will be able to do

  • Set a target cost per customer from your unit economics
  • Track conversions with UTMs and events you can trust
  • Structure and test campaigns on Meta, Google Search and LinkedIn
  • Report weekly and decide what to scale, fix or switch off

Who this course is for

  • Founders about to spend their first serious ad budget
  • Teams whose ad costs keep rising while results stay flat
  • Marketers who inherited an ad account nobody understands
[curriculum]

The 8 lessons

In a deliberate order. Each lesson explains the why, gives you the worksheet or the template, and ends with an assignment.

  1. 01

    Are you ready for paid? How to use this course

    You will be able to decide whether paid acquisition makes sense for your startup right now and which lessons to focus on first.

    12 min read · includes a worksheet

  2. 02

    Setting a target CAC from your unit economics

    You will be able to calculate a target and a maximum customer acquisition cost from your own margin, retention and cash position.

    14 min read · includes a worksheet

  3. 03

    Tracking basics: UTMs, conversions and attribution

    You will be able to tag every paid link, define the conversion events that matter and read results with a simple, honest attribution approach.

    14 min read · includes a worksheet

  4. 04

    Landing pages that convert paid traffic

    You will be able to build or fix a landing page so that the people your ads bring in understand the offer and take the next step.

    13 min read · includes a worksheet

  5. 05

    Meta ads: account structure and creative testing

    You will be able to set up a simple Meta ads account, test creative in a structured way and read results against your target CAC.

    15 min read · includes a worksheet

  6. 06

    Google Search: intent, keywords and match types

    You will be able to build a small Google Search campaign around buyer intent, choose keyword themes and match types, and keep wasted spend down with negatives.

    15 min read · includes a worksheet

  7. 07

    LinkedIn ads for B2B

    You will be able to decide whether LinkedIn fits your product and run a small, focused campaign that targets the right job roles.

    13 min read · includes a worksheet

  8. 08

    Budgets, scaling rules and your weekly paid plan

    You will be able to set budgets, apply written scaling and kill rules, and run a weekly paid acquisition report and a 12-week plan.

    16 min read · includes a worksheet

What is included

  • 8 complete written lessons
  • 8 worksheets and templates to copy into a spreadsheet
  • Worked examples with numbers
  • An assignment at the end of every lesson
  • Printable, or save any lesson as PDF
  • Lifetime access, including future updates

How you receive it

Right after payment you see your access button, and the same personal link is emailed to you. Open it on any device to read every lesson. There is no account and no password to remember.

Lost the email? Use Resend my access and a new link arrives in minutes.

Education, not consulting. This course is general marketing education. It is not consulting, legal, tax or financial advice, nobody reviews your accounts or campaigns, and no revenue, growth or other result is guaranteed. Advertising platforms change their tools and policies often: always check their current rules. Read the results disclaimer.

[best value]

Want all four courses?

The Fractional CMO Playbook includes this course and the other three, 32 lessons in all, for $197. That saves $71 against buying them one by one.

More courses

[03] retention

Lifecycle & Retention

The unglamorous work that turns a signup into a customer who stays. Most growth problems are retention problems in disguise.

$67USD, one-time
View course

[04] messaging

Brand & Messaging

Make the story match the product, so growth does not outrun the brand or leave it behind.

$67USD, one-time
View course