Know your numbers before you spend: what a customer is worth, what one costs, and when scaling makes money instead of noise.
You put real money into ads last month and you still cannot say whether it worked. The dashboard shows conversions, the bank balance shows less money, and nobody can explain the gap. That gap is almost always arithmetic, not creative. This course starts with the four numbers that decide whether paid advertising can work for you at all: what it costs to acquire a customer (CAC), what that customer is worth over their lifetime (LTV), how many months before the spend comes back (payback period), and how much revenue each rupee or dollar returns (ROAS). Once the math holds, you learn the machinery — Google Search keywords and Quality Score, Meta audiences and Pixel events, creative that stops the scroll, landing pages that keep the promise the ad made, bidding strategies and budget caps, and attribution windows that explain why two platforms report different numbers for the same sale. The last three modules deal with scale: growing spend without collapsing returns, LinkedIn and account-based buying for long business-to-business sales cycles, and a six-layer audit for an account that is already broken.
Built by Lakshya Kumar
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Get in front of people already searching for what you sell, and stop paying for the stray clicks that will never convert.
Facebook and Instagram sell attention, not intent — wire up Pixel events and funnel stages so the algorithm learns who actually buys.
Run creative as an experiment where every new ad answers a question, so the work gets sharper each month instead of just newer.
Keep the ad's promise on the page, load it fast, and prove you are trustworthy — the cheapest conversion gains in all of paid.
LinkedIn targeting, intent data and account-based buying for sales cycles measured in months, where one deal repays a quarter of spend.
A six-layer diagnostic that turns a messy, underperforming account into a prioritised fix list you can start acting on this week.
Complete all modules, then submit the required number of capstone projects. Each must earn a passing rating from an admin reviewer.
Conduct a full six-layer audit of a real paid account (Google, Meta, or LinkedIn): economics layer (CAC vs. target, payback period), creative layer (thumb-stop rate, frequency, fatigue), bidding layer (strategy alignment, wasted spend), attribution layer (model discrepancies, UTM hygiene), landing page layer (message match, CVR), and scaling layer (current blockers). Deliver a prioritized fix list and a 30-day scaling plan with monthly budget targets and creative refresh schedule.
I am learning paid acquisition — CAC/LTV economics, Google Search Ads, Meta Ads, creative strategy, bidding and budget management, attribution models, campaign scaling, and B2B paid channels. Help me understand the mechanics and how to run profitable campaigns.
Build a unit-economics model for a real (or representative) business: LTV, CAC by channel, payback period, and gross margin sensitivity. Run scenarios at 2x and 0.5x CAC. Identify the channels where scale is viable and the channels to cut.
Design a paid-creative testing framework: hypothesis structure, variant library, sample size calculator, winner selection criteria. Test 5 creative concepts on Meta or Google Ads (or simulate). Document what won and why.
Take a multi-channel paid acquisition portfolio and produce a mix-optimization analysis. Use marginal-CPA per channel; recommend a new spend allocation that improves blended CAC. Include the math, the spreadsheet, and the assumptions.
Implement a feedback loop: tag customers by retention cohort, send signal back to your ad platform (CAPI for Meta, CAC pixel for Google), retrain the acquisition algorithm on high-retention customers. Measure CAC delta over 30 days.
Meta's official training for Facebook and Instagram ad mechanics and creative best practices.