Hal Smith says lowering clients' customer acquisition cost on Meta and Google is a focus of his agency, H Street Digital. He cites 5 performance levers, starting with the offer. Hal founded the D2C-focused agency in 2020 after stints managing political fundraising campaigns. "I learned the importance of the right message," he told me. In this episode, Hal shares his approaches to ad messaging, testing, targeting, and, yes, reducing CAC. For an edited and condensed transcript with embedded...