PAID ADVERTISING — ACQUISITION OS (OPERATIONAL)

No-fluff execution skill for paid acquisition across Google, Meta, TikTok, LinkedIn.

References: Google Ads, Meta Business, TikTok Ads, LinkedIn Campaign Manager

Modern Best Practices (January 2026)

Algorithmic buying wins when you provide strong signals: clean conversion events, value, and enough volume per campaign to learn.
Creative is the main lever on social: plan for volume and refresh cadence; treat creative like a product pipeline.
Default measurement: server-side signals where possible (Enhanced Conversions / Conversions API / Events API), consistent UTMs, and closed-loop revenue in CRM.
Use attribution as directional; use incrementality tests to answer budget questions (geo-lift/holdouts) when stakes are high.
Optimize to profit and payback (not just CPL/ROAS) when margins, refunds, or LTV vary materially.
Compliance is non-negotiable: platform policies, privacy consent, and avoiding sensitive targeting/claims.