Growth & Revenue
Before increasing your budget, run the numbers.
How to decide how much to invest, where, and with what objective, based on what a customer is worth to your business, not on what the platform suggests.
PDF guide (23 pages) + Excel spreadsheet · Free
The guide and spreadsheet are currently in Portuguese.
Who it is for
- The budget is set by whatever is left over or by what the agency suggested.
- You don't know how much you can afford to pay for a customer.
- All your spend is concentrated in a single channel.
- There is no separation between brand, acquisition, and remarketing campaigns.
- Nobody compares media results against cash flow.
What you get
The PDF guide
23-page PDF guide with a complete end-to-end example: The architecture · Customer economics · Budget and targets · Allocation and channels · Campaigns · Weekly tracking · Testing and reallocation. Closes with a one-page example, common mistakes, a glossary, and a first-days checklist.
The Excel spreadsheet
7-tab connected Excel spreadsheet, pre-filled with an example (Studio Forma, a pilates studio chain): Economics · Budget and targets · Allocation · Campaigns · Weekly · Testing · Dashboard. Swap the highlighted numbers with your own and the rest calculates automatically, with red, yellow, and green status indicators.
How to use it
- 1
Calculate Max CAC
how much you can afford to pay for a customer without losing money.
- 2
Allocate the budget
across brand, acquisition, and remarketing, and across channels.
- 3
Track weekly
cost per customer for each campaign against maximum CAC.
What changes in your business
Your budget gains a ceiling and clear criteria. You know when to scale, when to pause, and which campaign is pulling its weight.
Frequently asked questions
How do you know how much to invest in paid media?
Start with max CAC: how much margin a customer delivers over time and how much you are willing to pay to acquire them.
What are the three roles of media?
Brand (staying top of mind), acquisition (generating leads and sales), and remarketing (re-engaging those who already showed interest).
How often should you review your media plan?
Weekly at the operational level, and monthly for budget reallocation.
Other tools on this front
Free material
Where does your growth stall?
A practical 60-minute diagnostic to run with your leadership team. Walk away with your bottleneck, the evidence, and a 7-day plan.