Grow & market

How do I pick which paid channel to start with?

The short answer

Match the channel to how people already look for what you sell: intent-driven search for problem-aware buyers, feed-based social for discovery and impulse. Use Traction's Bullseye method: brainstorm every channel, cheaply test three, then double down on the one that works. Don't spread a small budget across five channels.

Go deeper, your way

2 hand-picked resources, 2 link-checked. Pick how you want to dig in.

📖 Book
✓ Link checked Paid Intermediate

Why we picked it The definitive playbook on distribution, it catalogs all 19 channels and gives you the Bullseye framework to systematically find the one that works. Essential for anyone thinking channel-first.

Traction: How Any Startup Can Achieve Explosive Customer Growth

From Portfolio / Penguin by Gabriel Weinberg & Justin Mares book (~240 pages)

  • There are 19 traction channels; most startups win on just one.
  • Bullseye framework: brainstorm all channels, test 3, focus on the winner.
  • The 50% rule: split your time evenly between product and traction.
  • Draws on 40+ founder interviews (Wikipedia, reddit, HubSpot, Kayak).
Open amazon.com →
📄 Article
✓ Link checked Free Beginner

Why we picked it A blunt, practical guide from Demand Curve's founder on which paid and organic channels fit which business, and why most startups can't profitably buy ads early on.

Startup Handbook: Customer Acquisition Channels

From julian.com by Julian Shapiro Long-form guide

  • Most companies cannot profitably acquire on Meta/Google without high margins or strong referrals.
  • Match the channel to your product's format, targeting, audience, and device.
  • Great creative and a promise-keeping landing page beat obsessive targeting.
Open julian.com →

People also ask

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