The math and mechanics of ads — CAC/LTV, bidding strategy, creative, and scaling without burning budget.
Paid acquisition is the fastest way to test product-market fit signals and scale what's working — but it's also the fastest way to burn a budget if the fundamentals are wrong. This course covers the economics (CAC, LTV, ROAS, payback), Google Search and Meta mechanics, creative strategy, bidding and budget management, attribution, campaign scaling, B2B paid channels, and how to audit a broken account.
Built by Lakshya Kumar
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Sign in to applyComplete all modules, then submit the required number of capstone projects. Each must earn a passing rating from an admin reviewer.
Conduct a full six-layer audit of a real paid account (Google, Meta, or LinkedIn): economics layer (CAC vs. target, payback period), creative layer (thumb-stop rate, frequency, fatigue), bidding layer (strategy alignment, wasted spend), attribution layer (model discrepancies, UTM hygiene), landing page layer (message match, CVR), and scaling layer (current blockers). Deliver a prioritized fix list and a 30-day scaling plan with monthly budget targets and creative refresh schedule.
I am learning paid acquisition — CAC/LTV economics, Google Search Ads, Meta Ads, creative strategy, bidding and budget management, attribution models, campaign scaling, and B2B paid channels. Help me understand the mechanics and how to run profitable campaigns.
Build a unit-economics model for a real (or representative) business: LTV, CAC by channel, payback period, and gross margin sensitivity. Run scenarios at 2x and 0.5x CAC. Identify the channels where scale is viable and the channels to cut.
Design a paid-creative testing framework: hypothesis structure, variant library, sample size calculator, winner selection criteria. Test 5 creative concepts on Meta or Google Ads (or simulate). Document what won and why.
Take a multi-channel paid acquisition portfolio and produce a mix-optimization analysis. Use marginal-CPA per channel; recommend a new spend allocation that improves blended CAC. Include the math, the spreadsheet, and the assumptions.
Implement a feedback loop: tag customers by retention cohort, send signal back to your ad platform (CAPI for Meta, CAC pixel for Google), retrain the acquisition algorithm on high-retention customers. Measure CAC delta over 30 days.
Meta's official training for Facebook and Instagram ad mechanics and creative best practices.