Funnel budgets fail when every dollar fights for credit
Most teams default to bottom-funnel conversion ads because revenue is easy to measure. That works until CPMs spike and nobody remembers your brand. Awareness and consideration are insurance — they keep conversion efficient.
A simple three-way split forces the conversation: if 70% goes to conversion, do you have enough creative and landing pages to absorb it? If awareness is zero, expect rising CPA within a quarter.
Revisit splits by season and offer type. Product launches need more consideration; evergreen SaaS often needs more conversion — but never 100% of either.