Paid Ads

Most early-stage devs waste money on ads too soon.

It’s tempting—you want growth, you’ve built a great product, and feel like the next logical step.

But here's the truth: ads multiply clarity, not confusion.

If your messaging, targeting, or value prop isn’t clear, ads won’t fix that—they’ll just burn your budget.

↑ Joke ↑

Let’s break down when and how to start experimenting intelligently.

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✅ When Should You Consider Paid Ads?

Not yet? Probably.

Start only if these are true:

• You've tested and refined your value prop with real users
• Your product solves a real, urgent need
• You’ve seen some conversions from organic traffic
• You’re okay with losing your test budget—it’s a learning cost

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Smart Paid Ad Strategies for Developers

1. Start with Retargeting

Why?

You already paid (via time or content) to bring people to your site—don’t let them bounce forever.

• Show ads to past site visitors only
• Higher conversion rates than cold traffic
• Use Google or Meta’s built-in retargeting tools

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2. Micro-Tests with Clear Goals

Forget “big launches.” Ads are experiments.

• Start small: $50–100 test budget
• Pick ONE platform (Twitter, Google, or Meta)
• Run just 1–2 ad creatives (keep it simple)
• Measure the right outcome: email signups > clicks

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3. Never Send Cold Traffic to Signup

Instead, guide them.

• Create dedicated landing pages for each ad
• Offer something valuable for free (e.g., guide, checklist)
• Collect emails → follow up with helpful content
• Ask for signup only after nurturing

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Common Mistakes to Avoid

• Running ads before testing your messaging
• Sending cold traffic straight to your homepage
• Using vague targeting like “everyone interested in tech”
• Measuring clicks instead of meaningful outcomes (like signups)

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Recap: The Ads Mindset

• Start small, learn fast, and stay focused
• Think of every $1 spent as a data point, not a magic bullet
• Ads don’t replace product-market fit—they amplify it

This wraps up the module! 🎉

You’ve gone from finding early users to improving your product through feedback, and now—if you're ready—you can start experimenting with paid growth.

The biggest unlock isn't just —it’s the confidence to talk to users, ship faster, and learn from real-world behavior.

Thanks for being part of this journey—now go build something people actually want.

Let’s dive into the next one. 👋