We connected Claude to our Statlas database and analyzed $1.5 billion in Meta spend across 320 accounts and $100 million in Google spend across 134 stores. The question: do platform bid controls actually deliver what they promise?

Tony Chopp, CTC's VP of Media Investment, walks through what we found — and what it means for how you build your paid media foundation.

  • Min ROAS hits its target. Cost per result does not.

  • On Meta, cost per result goal achieved its target less than half the time.

  • On Google, tROAS ran above target at 1.3x. tCPA ran below at 0.8x.

  • ROAS-based bidding gives the algorithm more flexibility to find high-value buyers.

  • TikTok's GMV Max budget scaling solves the liquidity vs. predictability tension.

  • The brands willing to spend the most to acquire a customer win the auction.

The takeaway: build your paid media foundation on ROAS-based bidding. Not because it's a rule — because the data says it gives you the best chance to thread the needle between maximum investment and margin protection.

Show Notes:

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