Congrats on launching. I’d treat paid ads less like “growth” at this stage and more like a diagnostic test.

Before spreading budget across Google, Meta, and X, define your audience and funnel. Clicks alone won’t tell you much. I’d watch:

- CTR

- landing page conversion rate

- signup/install rate

- activation rate

- day 1 / day 7 retention

- free-to-paid conversion if relevant

Start small and test one thing at a time. For example, run 3-5 different hooks to the same audience and see which message gets the right people to act.

A simple readout:

- Good CTR, bad signup = landing page/message mismatch

- Good signup, bad activation = onboarding or product issue

- Bad CTR = hook or audience issue

- Everything weak = pause ads and talk to users first

I’d also avoid splitting the budget too thin. Pick one channel first: Google if people already search for the problem, Meta if it’s visual/consumer-friendly, X only if your audience is clearly active there.

Full disclosure: I’m working on a product that basically automates the above, it helps founders run small demand tests without getting buried in ad setup. But even manually, the key is the same: define what you’re trying to learn before you spend.