What it takes to succeed with paid user acquisition — Podcast with Thomas Petit

In a special episode of the Sub Club podcast, app growth consultant Thomas Petit emphasizes the importance of understanding your audience before investing in paid user acquisition (UA). Drawing from over a decade of experience and managing millions in ad spend, Petit advises setting clear objectives and ensuring cash availability before launching campaigns. For effective growth, he suggests a minimum monthly ad spend of $10-20k on major platforms like Meta, Google, and TikTok, warning that smaller budgets may struggle with algorithmic optimization. Instead, he recommends influencer marketing for those with limited funds. Petit also underscores the necessity of radical testing and iteration to identify successful ads, emphasizing the need for ads to convert rather than just engage users. Additionally, he highlights the importance of conversion-focused campaigns and discusses how a single ad can significantly impact a company's trajectory.