Where address-level intent converts.
The highest-intent moment in fiber is a person typing their street name. The buy should be built around that moment.
The gap between a good campaign and a bad one is not 20%.
Buy against retained contribution, not leads.
A lead that cannot be served is a cost. A lead that installs and cancels in sixty days is a bigger cost, because you paid the acquisition and the commission and got a clawback and a bad review.
So the optimization target is not cost per lead. It is cost per installed subscriber who is still there at ninety days. That changes which campaigns get money — and it usually moves budget toward the unglamorous ones targeting streets that went live last week.
Spend increases get gated. We model investment as tranches against a historical baseline with expected marginal CAC rising across each gate, so the decision at every step is whether the next increment still earns its place. It protects client capital in markets that look like they want unlimited spend.