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Oof, cutting budgets is never fun, but I would keep the stuff that drives conversions, which are the email and retargeting campaigns, and cut the fluff like expensive awareness campaigns. When I was leading a lean team, we doubled down on data-backed channels and dropped the rest. Where’s your highest ROI coming from?
60-70 awareness. 30-40 conversion.
Fire yourself if you aren’t doing marketing right.
Cut UGC. Cut MOF paid. Half awareness budget. Keep long tail influencers or macro audience creators.
Maximise Meta budgets. Cut off TikTok budget.
Google depends on strategy if you’re D2C or leads
I would quit haha
Coach
Also check if there is any overlap or bloat in any of their agencies or tech stack.
All comes down to your business model and the overall goal for your business at the time.
Start with unused tooling, nice quick win there. Then I generally do a full analysis of all the core channels and start dialling those down first based on performance. I get enough data do I can gauge LTV & ELTV on a channel, campaign and ad basis along with payback periods so that makes things easier.
Basically pull all your data together and then tune accordingly. Cut the dead weight and re-allocate based on the current goals.
Google and Meta ads stay. Bing ads surprisingly stay. Great ROI. I’m killing everything to do with Pinterest. That’s mostly AI content now anyway. Probably let LinkedIn go.