expansion logic
Expansion Ladder Planning
Learn to design audience ladders that move from 1% lookalikes through controlled broadening steps. Includes pacing guides, refresh triggers, and creative alignment checkpoints at each tier.
₩410,000 informational
Features
- Audience ladder canvas for Meta, Google, and TikTok
- Tier naming conventions for cross-team clarity
- Pacing models for weekly spend allocation
- Refresh trigger matrix tied to CPA drift
- Creative brief hooks per ladder stage
- Case walkthrough: SaaS trial-to-paid funnel
- Peer review sessions with cohort feedback
Outcomes
- A documented expansion ladder for your primary campaign
- Shared language between media and creative teams
- Defined refresh points before quality degrades
James Okonkwo
Media trainer focused on lookalike expansion in B2B SaaS and DTC.
FAQ
Which platforms are covered in depth?
Meta and Google receive the most session time. TikTok ladder patterns are included as a module; deep TikTok ops are covered in a separate program.
Can we bring our current ladder for review?
Yes. One ladder review per team is included in the cohort cap of 18 teams.
Limitations?
Platform API changes may outpace printed materials; we provide update notes quarterly, not real-time alerts.
Reviews
"Expansion Ladder Planning gave us tier labels our creative team actually uses. Still tuning the TikTok module for our market."
"Anonymous review — ladder canvas is now standard in our onboarding deck."