Curriculum

37 docs
Operations
ATLAS · 4 docs
Fulfillment Scaling: From Garage to 3PL Without Losing Your Mind Inventory Forecasting: The Balance Between Stockouts and Cash Traps Operations Milestones by Revenue Stage: What to Systematize and When Supplier Management: Building a Supply Chain That Scales With You
Brand & Creative
BRIA · 4 docs
Ad Creative Formulas That Convert Brand Voice Architecture Landing Page Optimization for Supplements Visual Identity SOP for DTC Supplements
Lifecycle & CX
CORA · 4 docs
Churn Diagnostic Framework Email Flow Architecture for DTC Brands Subscription Retention Playbook Win-Back Sequences
Growth & Acquisition
GAGE · 3 docs
The Acquisition Flywheel: Why Growth Compounds When You Build It Right Referral Programs and Community Building: Your Lowest-CAC Growth Channels The Subscription Growth Engine: Building Predictable Revenue in DTC
Finance & Analytics
LEDGER · 4 docs
Cash Flow for Scaling DTC Brands The DTC Financial Model Template The Unit Economics Stack When to Raise vs. Bootstrap
Media Buying
MAX · 10 docs
The Algorithm-Proof Meta Scaling Strategy Cross-Channel Budget Allocation Campaign Structure SOP: The Clean Architecture Creative Testing at Scale: The 120-Ad System First Click Edge Tag cAPI: The Attribution Fix The Shopping Feeder Strategy: Standard Shopping + Performance Max Hyper-Segmentation: Advanced Standard Shopping Architecture The nCAC Framework: Measuring Real Growth ROAS Is the Devil: Why In-Platform Metrics Lie Budget Scaling Rules: From $1K/day to $150K/day
Offers & Innovation
NOVA · 4 docs
New Product Launch Playbook Offer Creation Framework Pricing Psychology for Ecommerce Product Is 90% of Your Success
People & HR
VERA · 4 docs
Contractor vs. Employee: When to Use Each and How to Manage Both Culture at Scale: From Solo Founder to a Team That Carries the Mission The First Five Hires: Building a Company, Not a Job With Helpers The Hiring Playbook by Stage: Who to Hire and When

Cross-Channel Budget Allocation

Media Buying Instructor: Kevin Gundersen & John Moran

Cross-Channel Budget Allocation

Module: Scaling Millions on Meta + Google and YouTube Experts Instructors: Kevin Gundersen & John Moran Revenue Rush University

The Cross-Channel Reality

Here's what nobody in the single-platform courses tells you: Meta and Google are not independent channels. They're an ecosystem. A customer sees your Meta ad, doesn't click, Googles your brand name, clicks a Google ad, and buys. Meta did the awareness work. Google captured the intent. Both platforms claim the sale.

If you optimize each platform in isolation, you'll over-invest in whichever one is better at claiming credit (usually Google retargeting or Meta retargeting) and under-invest in what's actually driving growth (usually Meta prospecting or Google Shopping).

The Allocation Framework

By Revenue Stage

Monthly Revenue Meta % Google % Email/Organic % Notes
$0-$10K 80% 10% 10% Meta does the heavy lifting. Google is exploration only.
$10K-$50K 70% 20% 10% Google Shopping becomes viable with conversion data.
$50K-$100K 60% 25% 15% Email should be driving 20-30% of revenue by now.
$100K-$500K 50% 30% 20% Diversification reduces platform risk.
$500K+ 40-50% 25-30% 20-25% Add YouTube, TikTok, influencer.

By MER Impact

The allocation should follow MER marginal contribution. If adding $1,000 to Meta improves MER by 0.1x but adding $1,000 to Google improves MER by 0.2x, Google gets the dollar.

How to test: Change one platform's budget by 20% for 2 weeks. Measure change in MER. This gives you the marginal MER contribution of each platform.

Warning: Don't test both at once. Change one, measure, then change the other. Simultaneous changes make it impossible to isolate impact.

When to Pause vs. Restructure

Pause Google: If impression share is below 10% AND nCAC from Google is 2x your ceiling AND the March pause test shows minimal impact on organic traffic. Google isn't adding value — it's a cost.

Restructure Google (don't pause): If the March pause test shows organic traffic drops 15%+ when Google is paused. Google is driving awareness even though in-platform ROAS looks bad. Move to the Shopping Feeder Strategy and evaluate on MER contribution, not in-platform ROAS.

Pause Meta prospecting: Almost never. Unless your product has genuine product-market-fit problems, Meta prospecting is usually the growth engine. Restructure creative and targeting before pausing.

Reduce Meta retargeting: If retargeting ROAS is 5x+ and represents more than 20% of total spend, you're over-investing in warm traffic. Cut retargeting to 10% and put the savings into prospecting.

The Portfolio View

Think of your marketing channels like an investment portfolio:

  • Meta prospecting = Growth equity. High risk, high reward. This is where new customers come from.
  • Google Shopping = Blue chip stocks. Steady, predictable, captures intent.
  • Google Search (branded) = Bonds. Very safe, very low growth. You're paying to protect traffic you already own.
  • Meta retargeting = Dividends. Nice income, limited upside.
  • Email/SMS = Cash. Nearly free revenue from existing customers.

A healthy portfolio at your stage ($12K/month) should be heavy on growth equity (Meta prospecting), with a small position in blue chips (Google Shopping), and a meaningful cash position (email — which is massively underinvested).

If your email revenue is 12% of total and the benchmark is 25-35%, you have a guaranteed ROI waiting in your inbox. Every dollar moved from Google branded search to Klaviyo optimization is likely a 10x better investment.