Paid advertising

Buying attention on Meta, Google, TikTok or Apple Search Ads, paid back by LTV.

products

copyable

State of the channel in 2026

Available to everyone, so no edge in itself. You are not buying growth, you are buying speed on economics that already work.

Turning a euro into two, on demand, at whatever volume your cash allows.

You never sell the product on a channel. You sell the benefit it ends up producing, and you fit the product inside that.

Buying speed on economics that do not work yet. Paid does not fix retention, it multiplies whatever you already have, including the leak.

1
Do not start until 30-day retention holds
done whenDay-30 retention holds. If it does not, you are buying a leak.
2
Ship at least 20 creatives a month. Audiences fatigue faster than targeting
done when20 creatives shipped this month. Count them.
3
Let the algorithm target. Spend your energy on the message
done whenYou changed the message this week and not the targeting.
4
Kill any campaign whose payback outruns your cash runway
done whenPayback in days is on your dashboard, and it is shorter than your runway.