The holiday season is a frenzy of competition, with brands vying for consumer attention in an increasingly crowded marketplace. In this high-stakes environment, the concept of Customer Acquisition Cost (CAC) often gets oversimplified. Many businesses approach CAC as a static metric—an unchanging target to aim for regardless of timing or audience The reality? CAC targets should always account for differences in customer value and market conditions.

As search networks evolve and AI is increasingly responsible for audience selection and ad content, setting efficiency targets is one of...