Вопрос не в том, работает ли paid
В том работает ли он для вашего бизнеса. Честный ответ требует посмотреть на четыре вещи — поведение audience, unit economics, стадия бизнеса, competitive context.
Когда paid — clear yes
E-commerce с healthy unit economics
DTC бренды с 50%+ gross margin, AOV €40+, clear customer LTV. Paid Meta + Google работают hard. Math: €30 CAC на customer с €180 LTV — great trade.
Local services с high LTV
Healthcare practices, fitness, salons, professional services где один customer worth €1,500-€8,000. €60-€200 CAC через paid обычно profitable.
SaaS с paid-trial или freemium funnel
Paid social для top-of-funnel awareness, paid search для high-intent capture, retargeting для trial-to-paid.
Time-bound кампании
Product launches, seasonal promotions, events. Paid часто единственный канал scaling fast enough.
Markets где enter cold
Новая geography, vertical, product line. Paid buys immediate signal whether offer resonates.
Когда paid — clear no
Enterprise B2B с €500K+ deal sizes
Buyer не converts с Meta ad. Конвертит из analyst reports, peer references, SDR conversations.
Regulated industries
Legal services, certain healthcare, financial. Rules limit что можно говорить.
Бизнесы с negative unit economics
Если gross margin <35% и repeat-purchase low — paid не математит.
Pre-product-market-fit
Running paid traffic к продукту без audience производит noise масkирующий real signal.
Когда нельзя tracker conversion properly
Если conversion event off-platform и нельзя fire server-side conversion — algorithm flying blind.
Decision-фреймворк
Пять вопросов в order:
- Audience reachable на paid platforms? Audience-size estimates внутри Meta Ads Manager, LinkedIn Campaign Manager, Google Keyword Planner.
- Unit economics поддерживают CAC €30-€300? Math: gross margin × first-year orders ≥ 3× projected CAC.
- Можно track conversion server-side? Если нет — фиксите первым.
- Competitive context? Если competitors платят €5-€15/click, math harder.
- Стадия бизнеса? Pre-PMF paid mostly noise. Post-PMF paid scales.
Как выглядит "well-run"
- Server-side conversion tracking — Meta CAPI, Google Enhanced Conversions, LinkedIn CAPI
- Account structure разделяющий funnel stages
- Creative testing cycles — weekly для top, monthly для mid-funnel
- Audience hygiene — lookalikes seeded от converters only
- Reporting tied к business goal, не к ROAS-in-platform
- Kill criteria per campaign, evaluated weekly
Common ways paid goes wrong
- Auto-optimize toward wrong outcome
- Continuing underperforming кампании из inertia
- Setting "smart" daily budgets too low
- Not refreshing creative
- Buying impressions instead of attention
Marketing MIX paid media team. Последний обзор: 2026-05-13.