The state of acquisition
Every channel, one view. Each figure links to its evidence.
Act on this now
Cut the “free” searches that never convert
214 terms, 660 clicks, 0 trials in 90 days
Open in execution mode →Objective
Blended CAC −15% in 90 days
41% · €439 → €412 → €373
Ad spend this month
€18,420 92% of budget · €20,000
Budget leaking
€3,960 21.5% of spend
Organic clicks
12,480 +9% vs last month
AI answer share
12% 5 buying questions × 30 runs
Channels
- Organic search Steady Clicks +9% month on month; 3 pages lost the top 3
- Google Ads Watch 21.5% of spend on leaks; CPC up 38% on “invoicing software”
- AI answers Act Cited in 12% of buying answers; Globex in 34%
- Website Watch /demo takes 4.8 s on mobile; 2 landing pages without a form
Blended CAC €412 −6%
Paid and organic clicks, 12 weeks
OrganicPaid
Signals
- Competitor Globex published “/pricing-startups”: entry price −20% Open →
- Ads CPC on “invoicing software” +38% in 7 days; impression share lost to rank Open →
- AI Your “Late payments 2026” study cited by Perplexity on 3 buying questions Open →
- Decision October calibration: pause brand bidding for a 14-day test Open →