#23 How Ours use Paid Ads to grow 48% MoM

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One of my goals for this newsletter is to share best practices across the industry. I want to find the organisations who lead the way in certain areas, learn from them and share their tips. I want to get in the weeds and give actionable advice - the type of stuff you can take to your team and start implementing today to drive results. 

Today is our first post of that kind and we’re going DEEP on how to use paid advertising in your mental health startup. 

I’ve teamed up with Adam Putterman, Co-Founder of Ours (a couples therapy company). Ours have used Performance Marketing to grow 48% month on month and Adam has a lot of thoughts on how mental health business can and should use performance marketing.

In today’s post, we’ll cover;

• The challenges of paid social for therapy products

  • It’s expensive, relatively stigmatized virtual product and all three of those things are bad on paid social. You know, there's not much to show and it's like a video, it's not a text channel. Right. Like vertical video is what works on paid social. And like, we don't have much of that. And then also, like, we have a narrow audience, you know, and paid social is really good at wide. That's one, two is the last time we took a real crack at paid social. 

  • I think the thing I hear from founders exploring this on their own the most that I, or the thing I'd want to communicate the most is you can run zero revenue dollar campaigns, and, like, most people don't think that's possible. So I talk with people all the time and they're like, I spent like $2,000 on a campaign. There's got to be a bug no one purchased. I've heard of a fat. I've heard founders spend six figures. I'm talking like 100 to 250, even $350,000. That led to negligible revenue. Like sub five K revenue, which is a crazy thing, you know, but it can happen, and it's the default. It's what's going to happen if you don't, you know, do it right, which is crazy.

• How do you estimate LTV?

  • Takes time. Wern’t fully comfortable until a year in. Took benchmarks from in-person private practices and used that as initial ballpark.

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