Newsletter · 20 min read

The 0 to 1 Guide to Paid Media

Rex Gelb · GTMnow (GTMfund) Free Intermediate

Gives you the numbers before you commit: 20,000 to 50,000 dollars a month to test properly at seed to Series A, roughly 90 percent of campaigns failing at launch, and the five variables worth testing. It also says plainly that ads amplify product-market fit rather than create it.

• Do not start paid until you see week-4 retention above 20 percent, renewals, and organic deals without heavy discounting.
• Budget by stage: $0 to 20K a month pre-PMF, $20 to 50K at Series A ramping to $100K, $200K-plus at Series B.
• LinkedIn 2026 benchmarks: $5.50 to $8.50 CPC, 0.44 to 0.65 percent CTR, and document ads at $256 CPL versus $317 for single image.
• Hold 70 to 80 percent of spend on proven channels and 20 to 30 percent in testing; expect 2 to 3 months before anything works consistently.