Paid media amplifies demand. It cannot build a product that isn’t ready, ship stock that isn’t in the warehouse, or call leads nobody is there to call. Yet most performance marketing campaigns, from e-commerce to SaaS to B2B lead generation, go live before the business is ready for them.

In this episode, Jono Duguid, Group Head of Marketing & Sales at R17 Ventures AG, and Mariangela Coco, CEO of R17 Ventures AG, go through the pre-launch checklist we run before paid social or paid search spends a euro: can a stranger complete the whole journey, including payment? Is the product in the warehouse, and can you reorder if the campaign works? Is the checkout working, is conversion tracking in place, and who actually owns the ad accounts? And in lead generation, who is going to phone the leads, and how fast?

They also cover the numbers. Why starting too early costs you twice. Why a target CPA should be reverse-engineered from your cost of goods, margin and runway rather than copied from a benchmark, and what a “scaling CPA” is. Why customer lifetime value decides whether paid ads make sense at all, and when the honest answer is no. Why an app install isn’t success and what to optimize for instead. And why we’ve told clients not to launch yet, even though we’re paid on their growth.

Read more about paid media readiness:

• Is Your Business Ready for Paid Media? A Launch Readiness Checklist
• Know Your Numbers Before You Run Ads: Unit Economics, CAC, LTV and Runway

Connect with our Speakers on LinkedIn:

• Jono Duguid
• Mariangela Coco

Find out more about R17: r17ventures.com

Topics: paid media, performance marketing, launch readiness, product readiness, conversion tracking, unit economics, customer acquisition cost (CAC), lifetime value (LTV), go-to-market, e-commerce, SaaS, B2B lead generation.