Reply To: We pivoted our entire Q1 budget away from search to “create demand” and the performance team is now screaming at me

[Elegeios]

There is a collective delusion at your company if you think that two weeks of awareness spend after gutting your bottom of funnel is going to yield anything material in the short term. The only reason that you should pull back on bottom of funnel in such a dramatic way is if you have very strong evidence pointing towards inefficiency or unprofitable unit economics.

Y’all should not have divested, y’all should have increased investment into these awareness channels with incremental budget and looked toward overall business lift in the coming months.

Brand awareness works, but where it doesn’t work is in the immediate short term – two weeks lolol