The maturity stage of your business plays a significant role in your ad spend approach. For businesses in the early stages, especially up through Series B funding rounds, the focus is typically on achieving hypergrowth, often at the cost of profitability. Such companies can be more aggressive with their ad spend since the primary goal is expanding the customer base and increasing brand awareness. However, as businesses mature, reaching Series C funding and beyond, there’s a shift towards prioritizing annual revenue. Efficiency metrics, like the LTV:CAC ratio, become more vital. Mature companies might weave additional costs into their forecasts, such as payroll, and the focus shifts from a simple ad spend to a revenue generation model.