Swulinski: Meta and Google Ad Algorithms Dislike Usage-Based SaaS Models
Matt Swulinski · How to Build a $100M Growth Engine: Lessons from Wispr Flow & Superhuman | Matt Swulinski · Aug 14, 2026 · at 14:19
Matt Swulinski, Head of Growth at Viktor, explains why running paid performance ad campaigns on ad platforms is difficult for usage-based software products.
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“The biggest differences are first in that, like, Meta and Google are not optimized for, like, B to B SaaS usage-based products. Like, they go absolutely nuts with a, so you're telling me there's a predictive revenue of a one person could be a 50,000, you know, annual contract, while another person will be Right. There's just like huge variance depending on single person can be a high user and like the algorithm has no idea what to do with that.”
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