On "Why frontloading your ad spend usually backfires"

The instinct to throw budget at a problem early is usually a sign you don't have enough signal yet to spend it well. Frontloading spend works only if you've already validated your targeting and creative in a smaller test—otherwise you're just burning money on assumptions that haven't been stress-tested. For practitioners, this means resisting pressure to scale fast and instead building a repeatable playbook at smaller volume first, then expanding into channels and audiences you've already proven. The math doesn't change: bad targeting at 10x spend is still bad targeting.