When Should a SaaS Company Start Running Ads?

Hector Serrano says a SaaS company should turn paid ads on early, once the product is already growing by itself. Wispr Flow's pace came from the product. He joined before there was a product, saw a few thousand users start to catch on, and about six months in Tanay said they had found product-market fit. Later channels, organic and paid, were fuel on a fire that was already going. When founders ask him for the hack and they are forcing growth, he sends them back to the product. If it is not valuable, and it is not growing on its own, there is no trick that fixes that. A good product comes first. Extra channels are leverage on top of it.

Paid is still one of the best places to spend early. He learned that from Matt, Wispr Flow's former head of growth. Many SaaS teams are afraid to turn ads on. Turning them on is how you learn whether the message converts cold traffic into users. Most companies are not good enough at organic content to get that read, unless young people on the team already know how to package it. If cold traffic will pay, the same message can work organically once the packaging is better. He does not buy the fear of saturating an audience. New angles and new customers keep the account from topping out, as long as the spend stays inside a real budget.