Free module
Work out what a customer is worth
Before you spend a penny on ads you need one number. This is module 2 of the AI Paid Media Kit, four lessons, about 26 minutes, free. No accounts to set up, no ad spend, nothing to install.
What is in it
01 · 5 minutes
Get your numbers out
The four figures to dig out of your own accounts, and where to find each one.
02 · 9 minutes
What a customer is worth
Lifetime value worked out from gross profit rather than revenue, with the arithmetic shown.
03 · 9 minutes
What you can pay for a lead
Turning that into a target cost per lead and a bid cap you can actually defend.
04 · 3 minutes
Write your numbers down
One page you will come back to every time you change a campaign.
Why this one
Most people set a daily budget because it felt about right, then judge the campaign on whether the cost per lead feels high. Both of those are guesses. Once you know what a customer is worth you can say what a lead is worth, what a click is worth, and whether last month was good or bad, using arithmetic instead of a feeling.