When CAC rises, the first instinct is to blame the auction. Sometimes that's true. Far more often the auction is simply reporting back a message that isn't differentiated enough to earn cheap attention.
We audit paid accounts the way a CFO reads a P&L: every campaign needs a thesis, every rupee needs a job, and every result feeds the next decision. In most audits, 60–70% of spend sits in campaigns nobody can explain the purpose of.
Fixing CAC is a stack: sharpen the offer, rebuild creative around a single claim, fix the tracking so decisions are made on real numbers, then rebalance budget toward the two or three motions that actually compound.
Key takeaways
- Audit spend by thesis, not by platform.
- Creative is the biggest lever in a mature account — not bids.
- Fix measurement before you fix budget allocation.
- Kill anything that can't explain its job in one line.