Service template
Assess scaling and saturation
The illustrative account has profitable winners but later launch waves show declining returns and possible audience overlap.
Request a first consultationBusiness result
Additional contribution from the next spend tranche after search costs and cannibalization.
- Next step
- Design a controlled test
- Working output
- Project brief
- Unit of analysis
- Confirmed creative × setup × budget step × launch wave
- Decision owner
- Growth Lead
Controlled test design
- Hypothesis: Test a limited spend increase on confirmed combinations with a protected control.
- Comparison: Incremental spend group versus stable-budget control and portfolio totals
- Specify assignment, group overlap, exposure and contamination checks.
- Choose a primary metric, detectable effect and completed outcome window before calculating sample size.
- Set risk budget, guardrails, checkpoint and stop or restore conditions.
Acceptance checks
- Failed tests and failed promotions remain in search cost.
- Cost of finding a winner is separate from post-promotion production spend and quality.
- Decision owner, risk budget, guardrails, checkpoint and restore condition are specified.
- Assignment, detectable effect and outcome horizon are specified before the test starts.
Deliverables
- A pilot design with success and stop criteria
- Agreed scope, source requirements, responsibilities and acceptance checks.
- A working brief for a readiness and delivery conversation, not a completed investigation.