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The exact strategy behind the no-ads challenge. Episode two.

The numbers. What we tested, what we cut, and what produced the result in episode one. With the spreadsheet on the screen.

Episode two is the math. Cost per channel, revenue per channel, payback period. The agency that ran the challenge shares the actual receipts.

The takeaway is not that paid ads do not work. The takeaway is that paid ads work much better after the rest of the program is running.