How do I scale paid media campaigns without blowing up my CPA?

Creative velocity is the secret. You need to test new ad creatives constantly — I recommend at least 30 new variations per week. As platforms optimize, they exhaust creative quickly, so the brands that win are the ones with the fastest creative production cycle. Also build robust lookalike and retargeting infrastructure. At a D2C beauty brand, I scaled from $2M to $18M in revenue through paid media by implementing this approach, reducing blended CPA from $38 to $14 over 18 months. Never stop testing.