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Also known as: paid marketing, performance marketing, paid growth

Paid Acquisition

ConceptualMarketingStrategies

Definition

Paid Acquisition: Paid acquisition refers to customer acquisition strategies that involve paying for advertising or promotions to attract users. This includes search ads, social media advertising, display networks, sponsorships, and affiliate programs. Unlike organic growth, paid acquisition provides immediate traffic but requires ongoing investment and careful unit economics management.

Example Usage

“We allocated $50K/month to paid acquisition on Google and Facebook, achieving a 3:1 LTV:CAC ratio that made the spend profitable.”

Common Misconceptions

Paid acquisition is easy to scale. Costs often increase as you expand, making unit economics harder.
It's a substitute for product quality. Paid can accelerate growth but won't fix a leaky bucket.
All platforms work the same. Each channel has unique dynamics, audiences, and optimization strategies.

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