Amin

And Google Ads comes with intent, Meta doesn't.

But we can convert that much better now because it can find the right type of people for us.

The other thing super important here, and this is a mistake I see a lot of founders do because we don't have time to spend on ads all the time.

We set and forget.

This has been the biggest mistake that we've done early days.

The returns become diminished over time and it happens very fast.

The fourth one on this one is planning ahead.

Right now, for example, for us, we're going to drop our ad budget in the next two and a half months significantly.

Why?

Because Meta is going to be flooded with ads because of the election.

The cost for ad on Meta is going to go through the roof, and we don't want to spend our money on high-cost leads.

But then we're going to come back in January after everybody has spent their money, and we're going to double down on January.

So you need to plan ahead with this, and you cannot really get to the results immediately.

And last thing is diversification.

I already mentioned that more robust.

I have a slide on this and tell you why, what has happened to us.

But you need to reduce your reliance on any single channel.

Otherwise, you're not going to be successful.

We have had that problem on this one significantly.

Let's talk about increasing ARPU.