Paid social
Paid social runs Ads targeted by Audience instead of query, first as a pooled test and at scale only for messages that already won.
Paid social targets Ads by Audience instead of by query, which reaches consumers who are not searching. It scales only messages that already won on free placements.
Ratings
| Dimension | Rating | Reads |
|---|---|---|
| Scalability | 5 of 5 | very high: higher grows further with spend or automation |
| Cost | 4 of 5 | high: lower costs less per Customer |
| Latency | 1 of 5 | very low: lower answers sooner |
Budget
| Property | Value |
|---|---|
| Tier | $1k |
| Minimum effective budget | $600 a month |
| Monthly spend | Yields |
|---|---|
| $600 | One click or lead test on Facebook and Instagram, or one Reddit test. |
| $3,000 | Two to four ad sets that exit learning on purchase objectives. |
| $10,000 | Adds TikTok and LinkedIn sponsored posts with fresh video each week. |
How it runs
A first test runs at $600 on one click or lead objective, below what a purchase objective needs to exit learning. A message graduates from organic posts with a Hypothesis, a stop rule and at least the minimum budget.
Launches and raises wait the ad-spend delay window. A raise above twice the current spend waits one business day.
Processes
Runs as Experimentation, accountable to the Marketing Team.
Also sold as a Service: Demand generation.
Fits
| Fits | Value |
|---|---|
| Family | demand |
| Shelf | Seed: finds the first Customers (Launch) |
| Moves | Acquisition payback |
| Motions | b2c, b2b |
| Venues | Facebook, Instagram, TikTok, LinkedIn, Reddit, X, Pinterest |
| States | Live, Repeatable, Scale |
Loop
| Step | Value |
|---|---|
| Hypothesis | Messages that already won the pooled test pay back faster at scale than untested messages. |
| Measure | Acquisition payback over 30d, at least 50 observations |
| Learn | The learn step reads the Readout, records Evidence and a Decision, and drafts the next Variant. |
Example
A meal-planning app tests three hooks on the Studio’s shared accounts for free. The winner, “dinner for four under $12”, gets $800 on Instagram and returns 41 trials at $19 each, so the budget moves to $3,000.