Prospecting
strategyProspecting
Definition
Advertising to cold audiences - people who haven't interacted with your business before. Used to find new customers.
How to Calculate Prospecting
N/A - Marketing Strategy
Example
Scenario: Campaign targeting broad audience of potential customers
Calculation: Prospecting campaign reaching 500K new people weekly
What's a Good Prospecting?
Should represent 60-80% of total ad budget for growing businesses
Common Mistakes
- Not investing enough in prospecting for long-term growth
- Using retargeting creative for cold audiences
💡 Expert Tip
Prospecting is where you buy future growth. Don't optimize so hard for short-term ROAS that you kill customer acquisition.
— Based on $100M+ in managed ad spend
Related Terms
By Kristijan Arapov • Based on $100M+ in managed ad spend • Updated 2026