A direct-response advertiser · podcast host's business
Add a pointless CAPTCHA and tell the ad platform who solves it
About 40% higher ROAS, recalled secondhand
Workedanalytics-attributiononboarding
What they did
Signal engineering: create a light hurdle for users to clear (here a CAPTCHA added only to test intent) that is a proxy for LTV; users who clear it are treated as high-value, and that event is sent back to the ad platform so it optimizes toward them in real time.
What happened
Roughly a 40% increase in ROAS, per the host's post on X as recalled by Eric.
Related topics
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More from this episode
- The Fabulous: Have every team map its own path from no AI to full AI use
- Pull competitors' ads into storage and have an AI agent explain the conceptsReplaces a full-time manual job; commonly seen among app advertisers
- Auto-build every mix of your ad pieces and keep feeding them to FacebookWinners emerged with no human picking them; became his core creative-testing belief
- Spend on your biggest channel until it hits your ROAS floor, then add the nextAdvice from his consulting; keeps overhead and complexity low
- Raise ad budget step by step as older cohorts prove their Day 30 and 60 ROAS
- Kill ads the same or next day once they clearly aren't winners