Strategy
When it's actually time to add a second paid channel
Adding Meta before Google Ads is profitable (or vice versa) is one of the most common ways businesses waste budget. Here's how we think about channel sequencing.
It's tempting to add a second channel the moment growth slows on the first — but a new channel adds a new learning curve, not an instant lift.
We typically wait until a channel's cost-per-lead has stabilised and scaling further shows clear diminishing returns before recommending a second channel, and we forecast the new channel's likely cost-per-lead before switching on spend.
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