The Pitfall of Short-Term Metrics
Your paid media campaigns will fail if you keep obsessing over short-term metrics. We've all done it. Launch a campaign, check metrics daily, freak out when we don't see immediate results, and start making random changes hoping something sticks. This reactive approach is killing your campaigns before they have a chance to perform.
The Issue with Expecting Immediate Results
- We expect immediate results from campaigns targeting high ACV deals
- We make changes before collecting statistically significant data
- We forget that attribution isn't always direct or immediate
- We panic when 100 clicks don't generate leads (do the conversion math)
Give Your Campaigns Time to Breathe
Your campaigns need time to breathe. If you're working with a 1-2% conversion rate, you need thousands of clicks - not hundreds - to validate performance.
Building Effective Campaigns
Build campaigns that actually work…
- Match campaign duration to your ACV (higher ACV = longer runtime)
- Set clear performance benchmarks before launching
- Commit to collectingli>
- Stop treating every campaign like a direct response motion
Conclusion: A Long-Term Mindset
I don't want a company to spend a dime on paid on ineffective campaigns. But killing them before they have a chance to perform isn't the answer. Deep down, we all know this. We just need to stop letting short-term pressure override good marketing strategy. Marketing is not magic; it's a means of communication.
