A Smart Bear · Jason Cohen
articleprincipleBootstrapped CPC rule of thumb: ARPU/25
8 June 2025Profit
Source excerpt
About A Smart BearBootstrapped and unsure about CPC? Use the rule of ARPU/25.
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Apollo layer
What a founder can learn
Founder takeaway
For a bootstrapped business, use ARPU ÷ 25 as a simple starting benchmark for CPC, then validate it against your own conversion economics before scaling spend.
Why it matters
A clear CPC benchmark helps cash-constrained founders set acquisition limits and avoid expanding paid campaigns without an economic guardrail.
Put it to work
Calculate ARPU ÷ 25 using a consistent revenue period. How does that benchmark compare with your current CPC, and what conversion data would you need before increasing spend?
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