Cadence sell electric bikes to people who commute into Rotterdam and Utrecht. They had a healthy organic account and an ad account full of expensive, beautifully made films nobody watched.

The rule we set is simple and slightly annoying to a creative team: nothing goes behind paid until it has earned its place organically. Every week we take the three posts with the best hold rate and put budget behind those, unchanged.

Cost per click went from 0.71 to 0.34 in a quarter, and the ad account stopped needing a separate production budget entirely.