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You asked

Why does performance drop when I increase ad spend?

Things work at low spend but efficiency collapses when I scale.

Symptom

At 38%, the blended qualified visit rate clears the internal 30% benchmark.

Cause

Traffic Intent Segmentation splits each session by the number of ICP criteria it satisfies — industry fit, company size, and behavioral intent keyword.

Impact

At a blended CAC of $1,800, an ICP-fit visitor converts to a closed account with a 14-month payback period.

Full diagnostic context

Things work at low spend but efficiency collapses when I scale.

At 38%, the blended qualified visit rate clears the internal 30% benchmark.

Traffic Intent Segmentation splits each session by the number of ICP criteria it satisfies — industry fit, company size, and behavioral intent keyword.

At a blended CAC of $1,800, an ICP-fit visitor converts to a closed account with a 14-month payback period.