Eric DeeranOne mission — help agency owners build businesses they actually love running.

The Business That Pays the Most Wins

1 Oct 2026 · 0 min

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0:26

In this solo segment, Eric Deeran argues that the high‑ticket businesses willing to spend the most to acquire a customer are the ones that will dominate their markets. He explains that many such businesses mistakenly optimize their ad campaigns for the cheapest booked call, which only measures volume, not quality. Deeran introduces two key performance metrics that should guide advertising spend, emphasizing the first: optimizing for the lowest cost per qualified lead rather than the lowest cost per booked call. By aligning ad spend with these metrics, businesses can ensure they attract high‑value clients and secure a competitive edge.

The high-ticket businesses that can pay the most to acquire a customer are the ones that are going to win. And I'm sure you've heard that before, but for me, it never really made sense until I understood these 2 metrics in my business and how advertising relates to actually getting clients on the other end of that. And so the first thing that I'm looking at is most high-ticket businesses, when they're spending money on ads, they're optimizing for the cheapest book call. And while that is good, you want to be optimizing for the cheapest cost per qualified. That's number one.