In Steve's words: A first-time buyer costs you least on search, more on Meta and most on TikTok, where the network claims many orders your store never sees. Your cheapest-looking campaign, Win back past buyers, is mostly selling to people who already buy from you. The ads that work say something concrete: a price per cup, a delivery day, the freedom to skip a week. The ad that does not work talks about the founders. Do more of the first kind, move money from TikTok to Search: coffee subscription, and find out how much of the win-back spend is buying orders you would have had anyway.