CareOne

CareOne's social ad leads were far more likely to make a first payment. Leads that came from social ads were 217% more likely to make a first payment. The book cites this as evidence for pointing social ads at shareable content instead of sales pages.

The source is about DuckDuckGo and mentions CareOne only as supporting evidence. It gives no detail on the ads, the content used or how the comparison was run. The lesson it draws: people on social sites want entertainment, so spend only behind content already spreading organically. In its words, "Paid is fundamentally only as good as the content you put behind it."