Stop Letting Customers Do the Math
š¤Cost-per-X thinking is killing your pricing power. Hereās how to break the denominator, Google updates ads bidding, ad triggers, and AI checkout, and more!
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š¤Stop Letting Customers Do the Math
š Google Updates Ads Bidding, Ad Triggers, and AI Checkout
š Ad of the Day
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š¤Stop Letting Customers Do the Math
You donāt lose margin at checkout.
You lose it the moment a buyer thinks, āThatās $1.60 per ml.ā
Or ā$4 per wear.ā
That quiet mental division flips the frame from desire to efficiency. Once the frame shifts, your product stops competing on identity and starts competing on math.
Math invites comparison. Comparison invites discounting. Discounting compresses margin. The fix isnāt higher pricing.
Itās structural.
1. Break the Denominator
When your offer can be divided cleanly, every channel becomes a performance test.
Paid ads must justify CPA instantly. Influencer campaigns get judged purely on short-term sales lift. Any volatility feels dangerous because the offer itself has no structural buffer.
The antidote is an incompatible value.
Stack across units that donāt share a denominator:
The physical product
A structured system or protocol
Progression milestones
Identity reinforcement
You can divide ml. You cannot divide the transformation speed.
Once the offer becomes a system, evaluation shifts from āIs this cheaper?ā to āDo I want this structure?ā
That protects pricing power.
2. Systems Increase Leverage and Exposure
Hereās the nuance most brands miss.
When you sell a system instead of a SKU, influencer marketing becomes more powerful, but also more sensitive.
Why?
Because creators are no longer selling a product. Theyāre introducing an ecosystem. If the wrong audience sees it, the value stack doesnāt land, and performance volatility increases.
This is where control layers matter.
Using a platform like Modash to assess audience fit, authenticity signals, and growth patterns reduces partnership fragility inside a system-based offer.
When youāre scaling non-calculatable bundles, creator selection precision becomes part of margin defense. You can try it for free for 14 days
3. Expand Utility, Not Quantity
Weak bundles increase volume. Strong bundles increase leverage.
Ritual kits. Implementation stacks. Tiered ecosystems. Each layer should accelerate outcome velocity, not inflate units. When perceived utility expands faster than price, AOV rises without discount pressure.
The tradeoff is clarity. Systems require sequencing and onboarding, not just packaging.
4. Structure Creates Switching Cost
A non-calculatable offer increases soft switching friction because buyers enter a framework, not a transaction.
That reduces promo dependency, improves repeat probability, and makes blended CAC more forgiving under paid scale.
When your product competes on math, it competes on efficiency. When it competes on structure, it competes on meaning. And meaning is much harder to divide.
š Google Updates Ads Bidding, Ad Triggers, and AI Checkout
Google is introducing changes across Ads and AdSense, while expanding in-search commerce through AI Mode. These updates affect how advertisers value new customers, how publishers trigger full-screen ads, and how shoppers complete purchases directly from search.
The Breakdown:
1. ROAS-Based Value for New Customers - Advertisers can now enter a target ROAS and receive a suggested conversion value for new customers, reducing reliance on manual flat estimates that often misalign with profitability goals. It supports campaigns focused on first-time buyer growth.
2. Limits of the Current Bidding Setup - The suggested value applies at a broader campaign level. It does not adjust dynamically by auction, product, or context. More granular control would further improve acquisition efficiency.
3. New Vignette Ad Triggers - AdSense now adds three new triggers based on scroll completion, inactivity, and back-button use. These expand when full-screen ads can appear, unlocking more high-value impression opportunities.
4. One-Month Review and Auto Activation - The new setting appears enabled from February 9, 2026, but activates after one month. If no action is taken, it turns on automatically. Opting out disables both new and existing triggers.
Meanwhile, Google is rolling out UCP-powered checkout in AI Mode, enabling US shoppers to complete purchases directly within Search and the Gemini app. Etsy and Wayfair listings are already supported, with Shopify, Target, and Walmart integrations scheduled to launch soon.
š Ad of the Day
What Works:
1. They Turn Water Into a Want, Not a Should: āWater thatās worth cravingā flips hydration from obligation to desire. Thatās powerful because most people donāt forget to drink, they forget because itās boring.
2. This is a Habit Swap Play: Itās quietly targeting soda and juice drinkers. Make water enjoyable enough, and you donāt need to preach about health.
3. The Amazon Callout Is Tactical: āShop on Amazonā lowers friction fast. No need to wonder where to find it, your brain already trusts the checkout process.
If your product fixes a boring habit, sell excitement. People donāt change routines because they should; they change because it feels better.
šŖ© Events
š„ How MCoBeauty Scales Original Creator Content
February 26 | 11AM ET | Free Virtual Event
What does real co-creation look like inside a high-growth beauty brand? In this free 60-minute session hosted by Modash, Gabriel Gomez, Head of Social and Creators at MCoBeauty, breaks down how they choose creators, structure collaborations, and turn ideas into scalable content systems.
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