Insights
Pillar essays on where your first $100K+ of ad spend goes, the math investors actually read, and the diagnostic that separates a paid program drifting from one compounding. Cross-vertical: B2B SaaS, B2C SaaS, and e-commerce/DTC.
B2C SaaS paid acquisition strategy
Your install cost looks great. Your paid subscribers are not growing. The optimization-event mismatch is why. Here is the diagnostic and the fix.
Updated May 16, 2026 · By Eleni Buras
fractional CMO vs paid media consultant
Three options. Different incentives. Different scopes. Here is the decision tree for funded founders deciding who actually builds the paid plan.
Updated May 16, 2026 · By Eleni Buras
ROAS dropped after scaling
ROAS drifted down. Spend went up. You don't know what changed. Here is the 3-way diagnostic: creative saturation, audience saturation, or channel concentration.
Updated May 16, 2026 · By Eleni Buras
how to allocate paid media budget after Series A
Series A raised. Paid budget pending. Here is the allocation framework that holds up in diligence and ships on Monday, by channel and by sales motion.
Updated May 16, 2026 · By Eleni Buras
paid media plan for investor diligence
Investors ask how you will deploy the round. Most paid plans fold under that question. Here is the diligence-grade allocation document, page by page.
Updated May 16, 2026 · By Eleni Buras
where to spend first $100k ad budget
You just raised. Your first $100K of ad spend will set the ROAS and CAC story for the next 12 months. Here is how to deploy it without burning the round.
Updated May 16, 2026 · By Eleni Buras