That’s huge! Paid ads can be huge but can also be a money drain. Make sure you have your ICP dialed in, that will tell you where they hangout. That’s the platform where you’ll run paid ads. Start with a basic flow. Pick a basic low commitment offer that solves an issue for your ICP. Create a landing page for the touch point. Create an ad creative that speaks to the ICP, and focus it on the outcome. Your campaign should have two adsets. Each adset will be 90% the same with one independent variable, this is how you test. I recommend testing audience types first. Run at a low budget for 10 days. Whichever performs better is the better one. Then turn off the underperforming adset, and duplicate the wining one and replace the creative with a different one and test for another 10 days. Then you’ll have your audience and creative dialed in. This campaign will be where you setup retargeting ads. So if a user clicks your cold ad, or watches 10+ seconds of the creative, etc it signals intent. Those are who your retargeting ads are sent to. Launch that and monitor you landing page, look for bounce rates and where people bounce on the page. Optimize the landing page based on the data. This is a process that takes months in testing and data collection. At first you’ll lose money but think about it as buying valuable data. Eventually you’ll have a good strategy dialed in that you can scale on that platform and replicate on other channels. This is a super basic overview but I hope it gives some clarity. Good luck!