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.
Why LTV Should Be Running Your Marketing Strategy
Discover why Customer Lifetime Value (LTV) outperforms CPA and ROAS for real business growth. Learn how LTV improves profitability, guides smarter ad spend, and strengthens both e-commerce and lead-gen performance. A clear, practical breakdown for brands ready to scale sustainably.