Most paid campaigns lose money not because the ads were bad but because the owner never worked out what a lead was worth. This lesson introduces the five numbers the whole course depends on.
Offer price and conversion rate
What the customer pays and what share of leads eventually buy. Without a real conversion rate, from your own funnel or a conservative estimate, every other number is a guess.
Cost per lead ceiling
Price times conversion rate gives revenue per lead; the ceiling is a fraction of that, leaving room for costs and profit. This is the number that decides whether a campaign is working, not clicks or impressions.
Daily budget and test length
How much you can spend without harm, and how many days that buys at the platform’s minimums. A test that cannot reach fifty leads is not a test.
Action Step
Fill the five-number worksheet with your offer price, conversion rate, cost-per-lead ceiling, daily budget, and test length before continuing.
This lesson is educational content for founders and operators. It is general information, not professional advice for your specific company. Adapt every framework to your own situation and consult a qualified professional where a decision carries legal, financial, or tax consequences.