1/ PSA from a person primarily focused on paid acquisition these days.

Having also worked in email, content, branding, and things of the like, I feel compelled to remind advertisers of this:

You cannot rely on paid media to do everything for you. 2/ Paid search has a finite existence if you don't have top-of-funnel efforts going. You cannot force people to search more at the bottom of the funnel without putting money in the top to move its way through.

The same goes for things like FB, Insta, etc.