PAID-ACQUISITION5 MIN READ
Protect Brand Search or Prospecting?
Choose a budget-cut move that respects attribution, branded demand capture, and payback.
The goal is to cut spend without confusing the strongest closing dashboard with the strongest long-term mix. Brand search may deserve protection because it captures high-intent demand, but prospecting may be feeding that demand. The best cut trims the weakest creation segments first, then checks whether branded volume or blended CAC worsens after the change.
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