# Paid acquisition

Commercial planning

Offers, messages, prices, guarantees, and delivery targets are proposals to validate. They do not establish available features, customer results, or contractual commitments. Confirm implementation and supporting evidence before using a proposal externally.

Paid acquisition should scale a proven system. It should not discover the offer while consuming an unknown budget.

## Entry criteria

Begin paid testing after StormTrust has:

- A converting core offer
- A repeatable storm audit
- Credible proof stories
- A defined buyer profile
- A measured close rate
- Known implementation capacity

StormTrust also needs gross-margin and payback assumptions that include data, implementation, support, and review costs.

## Campaign angles

Initial campaigns can test several pains:

| Angle               | Message                                        |
| ------------------- | ---------------------------------------------- |
| Audit               | Identify what the last storm response missed   |
| Customer protection | Find affected customer records first           |
| Consolidation       | Replace the map-to-spreadsheet handoff         |
| Replay              | Watch a historical storm become an action plan |

## Retargeting

Retarget only with approved consent. Relevant audiences include visitors who viewed an event, started a lookup, inspected a replay, or began an audit.

## Optimization target

Optimize for qualified replay bookings and collected customer value. Do not select winners using raw button selections alone.