paid acquisition

“If there's a unique characteristic across the most successful portfolio companies we have, it's high repeat and a lack of dependence upon paid acquisition for a significant piece of your revenue.”

“Paid is oversaturated in a lot of ways. I would say, though, that they're not, these things are not dead. They're dead as broad brush tools. Paid has channel, like, has specific niches where it works well. Push notifications have specific niches where they wor…”

“We'd totally been burned on, on paid acquisition, and we pretty much made You know, a very firm rule that we weren't going to do paid acquisition. And so instead we said, we're going to take any money that we have and we're going to put it into content because…”

“If you are doing PLG and you're doing paid acquisition, sub a hundred million in revenue, I'm not sure you're really PLG.”

“Paid acquisition is a total drug. It makes everyone feel good because top of funnel numbers move up, and once you see those, you know, weekly activation rates, well, no one wants to see that go down. But it's going to underperform on retention, and maybe most …”

“And so the growth marketing team turns off every single paid channel and installs and signups barely move. They go down by like maybe five, 10%. I don't remember what it was and what did go down. It was all Low quality. So every marketing dollar that was being…”

“We, I mean, we don't really. We barely touch paid.”

“Within the current products in the red ocean market, I don't think you can live just with organic, and organic is very hard to get. So you need to start with paid”

“Less than 10% should be paid in the more scaled mature company can be 30, 40%, but anywhere over 50%, I would be very uncomfortable on the reliance on paid”

“For any founder in the first year, investing in paid as the means of growth is a death trap.”

“Paid is the easiest way to validate that you have PLG, that you have a product that can scale in any way, shape or form, right? Like there, there's a ton of narrative that like focus on brand, go organic content, build all that base. That just takes too much t…”

“If you have poor conversion tracking, Meta doesn't know who those people are, and it just randomly targets people, and you, you'll have a super high CAC, you'll say, ah, pay doesn't work for me. I'd say most of the time, people haven't done the actual setup co…”

“You definitely want a strong MMM model and incrementality when you're, like, the moment you start spending north of a million dollars a month”