Analysis uncovered that the company's highest-volume paid search campaigns had virtually no connection to pipeline or revenue. This highlights the danger of optimizing for vanity metrics like traffic or form fills, instead of business impact, and the risk of automated tools like Google Performance Max.

Agencies often present a blended PPC ROAS that includes high-performing branded search, inflating performance. Demand a separate ROAS for non-brand "prospecting" campaigns to understand the true, scalable return before increasing ad spend, as this reveals your actual cost of new customer acquisition.

Don't combine branded and non-branded search when calculating channel CAC. Branded search converts users who already know you from other efforts, making its CAC artificially low. Separating them is crucial to accurately assess how well your ads are acquiring truly new customers.

When costs on paid social and search platforms rise, instead of bidding higher for the same saturated audience, use TV to generate new demand. This top-of-funnel lift improves the efficiency of lower-funnel channels by increasing branded search, direct traffic, and conversion rates.

Early TV tests for DTC brands often focus on a strict Cost Per Acquisition (CAC). As a business scales into omnichannel, the definition of "performance" must expand. Success metrics should include the halo effect on other channels, like branded search lift and increased sales on Amazon.

Turning on TV advertising significantly improved Jones Road's Meta campaigns. The new audience influx from TV boosted overall efficiency and increased the new visitor rate, providing a fresh signal to Meta's algorithm and making paid social convert better without changing the existing strategy.

Rather than killing an underperforming paid search channel, cut its budget significantly and reclassify it as a "tertiary pipeline source." This frees up capital to invest in demand creation, which can improve the performance of your now smaller, more efficient paid search efforts.

TV advertising directly boosts the performance of digital channels like Meta and Google Search. Rather than viewing it as a separate, top-of-funnel expense, marketers should understand its direct impact. Platforms like Tatari can even provide a "halo impact report" to quantify this lift.

The company's paid search generated many low-value 'signals' by driving traffic to blog posts, but had negligible impact on pipeline. Using automated tools like Performance Max without careful oversight can waste budget on brand awareness activities instead of capturing high-intent, bottom-of-funnel demand.