The paid channel landscape

Every paid channel does one of two jobs: capture demand people already have, or create demand they don't. Which you lead with, and how you split budget, decides whether you grow or just spend.

Before you spend a dollar you need a map. Some channels capture people already searching for what you sell; others create demand among people who weren't looking. Pick the wrong one for your product and stage and you burn cash learning a lesson this note gives you for free.