Know the unit economics before you scale
If you cannot describe payback roughly, pause. Creative tests are cheaper than learning your CAC ceiling after the budget is gone.
Test messages before you test celebrities
Angles and offers usually move CAC more than production polish alone. Validate the message, then invest in higher craft where winners emerge.
Pick channels where buyers already are
Not every brand needs every platform. Start where your ICP spends attention and where your tracking can close the loop.