run-paid-acquisition
Installation
SKILL.md
Run paid acquisition
Paid acquisition accelerates whatever funnel it touches — a great funnel becomes cheaper per paying user, a leaky funnel just bleeds faster. Do not run paid until your onboarding/paywall funnel is tested (see design-onboarding-funnel, pricing-strategy, instrument-growth-funnel). Cal AI's paid spend worked because its funnel was already 87% paywall view → 57% transaction → 63% completion.
The reframe: intent capture vs demand generation
| Channel | Role | Intent | Conversion |
|---|---|---|---|
| Apple Search Ads | Capture existing intent | Highest — users actively searching | ~56–66% ad-tap → download |
| Google App campaigns | Demand gen + Android scale | Medium | $1.50–4.50 CPI |
| Meta (FB/IG) Advantage+ | Demand gen at scale | Lower | $2.00–5.50 CPI; Advantage+ cuts CPI 20–35% |
| TikTok Spark Ads | Demand gen, youngest audience | Lower | $1.75–4.00 CPI |
Apple Ads and social are complements, not alternatives. Apple Ads captures the ~65% of downloads that follow an App Store search; social generates new demand. (mbadv.agency)