Turn on paid, with a payback rule

One sentence that decides every future spend, before you spend anything.

Cheap, high-converting, and it stops competitors buying the traffic you earned.

Point them at the alternative pages you built in Phase 2, not at the homepage.

Warm, self-selected, and vastly cheaper than cold prospecting.

Small lists with real trust beat large lists with none. Start with three.

The cheapest paid social there is, because the creative is pre-validated — as evidence, not as a guarantee. A post the feed carried to the right people can still fail cold against an audience the platform picks for you. On TikTok the mechanism is a Spark Ad: the creator generates a code on their own post and it runs as it is, under their name.

Enforced without exceptions. This is the whole reason you wrote the rule down first.

Three angles from the top-counted complaints in Phase 1, three hooks each in their exact words, one ad set per angle. Enough to learn from, too few to split the budget into nothing.

A profitable campaign at £100 a day is not the same campaign at £1,000. Watch the cost of the LAST pound you spent, not the average — the average stays healthy long after the margin has gone. On Meta a big enough budget change restarts the learning phase, so read each level only from that edit, once it has about 50 conversions behind it.

Each ad network counts its own installs, and on iOS they arrive late and coarse. A mobile measurement partner is the one ledger that de-duplicates them across networks — without it the payback rule is reading the vendors’ own scorecards. Free plans exclude paid campaigns, so budget it with the ads.

The click came for one sentence. If the hero says something else, the ad has paid for a visitor the page then loses. Where several angles share one page, its first screen carries the promise they all make — and Google rates the same fit as landing page experience.