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CAMPAIGN SCALE PLANNING
DTC brands, SaaS companies, and B2B businesses spending $10K–$100K/month on paid acquisition consistently encounter the same failure mode: budgets increase before CAC is verified, attribution is distorted, and ROAS compresses faster than anyone anticipated. Ignited Nepal builds the CAC baseline, CRM pipeline attribution, and spend-tier roadmap that make the next scaling phase an engineered decision rather than an optimistic one.
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/ This is for you if
The DTC brand at $10K–$50K/month ready to push toward $100K — You have product-market fit, your ROAS looks reasonable on the platform dashboard, and leadership is ready to increase budget. But you haven't established a verified new-customer CAC baseline, your attribution model hasn't been reconciled against Shopify or your data warehouse, and you're not certain whether your profitable campaigns have headroom or are near saturation. This engagement answers those questions before the budget increases.
The SaaS company trying to scale pipeline without blowing CAC — You're running Google Search, LinkedIn, and possibly Meta for top-of-funnel, spending $15K–$60K/month. MQL volume is reasonable but the pipeline-to-revenue conversion is inconsistent, and the attribution between paid campaigns and closed-won deals is unclear. Scaling without CRM integration and pipeline attribution means you're scaling on the wrong metrics. Campaign Scale Planning builds that integration into the scaling framework.
The B2B marketing leader who needs to justify a budget increase to the CFO — You're accountable for paid acquisition as a revenue channel. Your CFO wants to see cost per pipeline dollar and payback period before approving an increase from $30K to $80K/month. This engagement produces exactly that: verified CAC, ROAS by campaign and channel, and a spend-tier roadmap with documented gate criteria that the finance team can underwrite.
/ What's broken
US digital ad costs — particularly on Google and Meta — have increased significantly over the past three years, and the gap between platform-reported ROAS and verified acquisition economics has widened. DTC brands, SaaS companies, and B2B businesses that scale on platform-reported numbers are often scaling on figures that are 20–40% more optimistic than reality. The audit closes that gap.
US ad auctions are among the most competitive globally, and CPCs shift materially as budget increases move a campaign into higher-competition placements. Without ROAS and CAC gates, budget increases continue through periods of auction pressure — Black Friday, Q4 for DTC, and annual planning season for B2B — when the economics of incremental spend are at their worst.
For SaaS and B2B businesses, the path from ad impression to closed-won deal runs through a sales cycle that may be 30–90 days long. Ad platforms report on form fills or trial starts. The CRM reports on pipeline and revenue. Without an integration that maps paid campaigns to pipeline stages and closed deals, scaling decisions are based on top-of-funnel volume rather than revenue contribution.
DTC brands scaling without LTV segmentation often discover — too late and at high spend levels — that they are acquiring two customer cohorts: one that returns and one that doesn't. The blended CAC looks acceptable, but the marginal customer being acquired at scale is the low-LTV cohort. Campaign Scale Planning segments by LTV and margin before the budget increases, so incremental spend is directed toward higher-value cohorts.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We establish verified cost per acquisition and return on ad spend across all active campaigns, reconciled against your Shopify data, data warehouse, or CRM — not platform-reported figures. For DTC, we calculate new-customer CAC separately from blended CAC; for SaaS and B2B, we calculate cost per MQL, cost per SQL, and cost per closed-won opportunity by campaign.
We segment campaigns by their actual contribution to profitable revenue, incorporating LTV and margin data where available. For SaaS and B2B, this includes pipeline contribution by campaign using CRM integration. Campaigns with scaling headroom are identified separately from marginal campaigns and from campaigns that should be restructured before receiving more budget.
The roadmap defines a sequence of budget increases from your current $10K–$100K/month baseline toward $200K and beyond, with ROAS, CAC, and — for SaaS/B2B — cost-per-SQL gates at each tier. For DTC, LTV cohort metrics are incorporated as gate criteria. The roadmap is built for your specific economics, not industry benchmarks.
The allocation model distributes incremental budget across Google, Meta, LinkedIn, and any other active channels based on the profitability segmentation. It provides reallocation protocols for underperformance and accounts for the US Q4 auction environment, where CPCs for most categories peak significantly.
For US businesses reaching saturation on primary channels, the diversification plan identifies the next channel — YouTube, CTV, programmatic, LinkedIn for B2B, or Pinterest for DTC — with a test budget, measurement structure, and attribution model that integrates with existing CRM and analytics. Diversification is sequenced and gated, not speculative.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directly$15K/month is within the range where this engagement produces material value, particularly if you are planning to scale to $50K or $100K/month. The businesses that benefit most are those with active campaigns and a target spend level significantly above their current one — the audit establishes the foundation for that increase.
CRM integration for pipeline attribution is a standard part of the engagement for SaaS and B2B clients. We build the integration between your CRM and ad platform data during the baseline audit phase. If the integration already exists but has data quality issues — incorrect lifecycle stage mappings, attribution window mismatches — we diagnose and correct those.
The scale planning audit and roadmap are strategic frameworks, not a replacement for day-to-day account management. The deliverables are designed to be handed to an internal team as the decision-making framework for scaling. Most clients implement the roadmap with their existing team.
The budget allocation model includes explicit guidance for Q4. CPCs and CPMs rise significantly during Black Friday and the holiday period for most DTC categories, and the marginal economics of scaling into that period are different from scaling in Q1 or Q2. The model accounts for this and provides spend recommendations that are calibrated to the expected cost environment.
Gate criteria are set as specific thresholds derived from your verified baseline: for example, "advance to Tier 2 when new-customer CAC on Campaigns A and B remains below $X for two consecutive weeks at Tier 1 spend." The thresholds are your numbers, not industry benchmarks, and they are documented in the roadmap so every stakeholder operates from the same criteria.
Start here
US digital ad costs have made it more expensive than ever to scale on incorrect assumptions. DTC brands, SaaS companies, and B2B businesses that have scaled and pulled back — spending $50K, $80K, $100K/month before the economics were right — know what that reversal costs. Campaign Scale Planning is the structure that prevents it. If you're spending $10K–$100K/month and want a clear, defensible path to the next tier, start with the audit.
Ignited Nepal is a Growth Engineering Company working with businesses in the United States, Australia, the UAE, and Nepal.Ignited Nepal
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