How much should you actually spend on ads?
Most ad budget guides give you a range. The right number comes from two limits: the most your margin can pay for a customer, and the least Google or Meta need to learn. Here is how to work out both for an Australian business, what to do when the floor sits above the ceiling, and why a smaller budget is never the answer to that problem.
LTV:CAC: The One Number That Should Be Running Your Growth
CAC tells you what a customer costs. ROAS flatters you. LTV:CAC tells you whether growth is actually profitable. A plain-English guide to the ratio that should run your ad spend: the 3:1 benchmark, payback periods, why it changes by channel, and the measurement most businesses miss.
MER: The Metric That Tells You Whether Your Marketing Is Actually Working
Learn what Marketing Efficiency Ratio (MER) is, how it works in 2026, and why it beats ROAS for measuring real growth. Discover how leading ecommerce brands use MER to scale profitably in a privacy-first, AI-driven ad world.
Customer Acquisition Cost (CAC): The Metric That Decides Whether You Scale or Stall
Customer Acquisition Cost (CAC) explains how much it really costs to win a customer. Learn how to calculate CAC, why it’s rising in 2026, common mistakes businesses make, and proven strategies to reduce CAC and scale profitably across Google and Meta Ads.