Paid Acquisition Fundamentals
Buying attention without buying your way to a bad unit economic
Created by Hannah Ellis
What you will learn
- Work out an affordable acquisition cost from real margins
- Structure campaigns so the data is legible
- Write and test creative systematically
- Understand attribution's limits and stop over-trusting the dashboard
- Set up incrementality tests to see what spend actually caused
- Scale a channel without watching efficiency collapse
Course content
12 sections · 62 lectures · 9h total length
- What this course covers, and what it does notPreview03:00
- How to get the most out of itPreview04:00
- Setting up and downloading the exercise files06:00
- Unit economicsPreview15:00
- Unit economics in detail07:00
- A closer look at unit economics06:00
- Worked example: unit economics10:00
- Where unit economics goes wrong10:00
- Exercise: unit economics14:00
Topics covered
Requirements
- Basic marketing knowledge
- A budget to practise with is useful but not required
Description
Paid channels will happily spend your money at any price you allow. This course starts with unit economics — what a customer is worth and what you can afford to pay — and only then covers campaign structure, creative and measurement.
Your instructor
Growth lead — SEO, content and paid
Hannah has run growth for a marketplace, a newsletter and a B2B tool, and is refreshingly clear that the tactics differ enormously between them. Her courses start with the business model, not the channel.
Learner reviews
- 5 star48%
- 4 star38%
- 3 star9%
- 2 star3%
- 1 star2%
- FFFarid F.14 July 2025
Clear explanations without the usual filler. I watched most of it at 1.25x and still followed everything.
- CCCarla C.20 December 2025
I came in knowing a bit and still learned plenty. The middle third is the strongest part.
- RHRosa H.16 October 2025
The pacing is right. Nothing is padded out, and the exercises are short enough that I actually did them.
- RKRosa K.12 February 2026
The instructor answers questions properly rather than pointing you at the documentation.
- VVViktor V.15 November 2025
Good balance between theory and doing. I would have liked a couple more exercises, but that is a small complaint.
- MCMira C.11 September 2025
Genuinely well structured. I have started three courses on this topic and this is the first one I finished.
- PZPetra Z.16 January 2026
The pacing is right. Nothing is padded out, and the exercises are short enough that I actually did them.
- PAPetra A.17 September 2025
The instructor answers questions properly rather than pointing you at the documentation.
- GVGrace V.7 August 2025
Clear explanations without the usual filler. I watched most of it at 1.25x and still followed everything.
Showing 9 of 692 reviews.
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