#23 How Ours use Paid Ads to grow 48% MoM

plus how to know if Paid Ads are right for your business, CAC and LTV expectations, navigating data regulation and more...

Hi friends, 

If you want to keep getting these emails, I need you to do one quick thing. 

Add thehemingwayreport@mail.beehiiv.com to your contact list. 

I’m changing email platforms (which you probably don’t care about) and to make 100% sure you keep getting these emails (which hopefully you do care about) you should add that email to your contacts.

Anyway…

One of my goals for The Hemingway Report is to share best practices from across the mental health industry.

That tough problem you’re trying to figure out? Someone has probably solved it already. But where is that info? Where is the guide?

I’m on a mission to gather this information and share it in way you can use.

I want to get down in the weeds and give actionable advice - the type of stuff you can take to your team and start implementing today to drive results. 

Today is our first post of that kind, and we’re discussing a topic I know a lot of founders grapple with, how (and when) to use paid ads in your mental health startup. 

To cover this topic, I’ve been chatting with Adam Putterman, the Co-Founder of Ours and a guy who knows A LOT about paid ads.

Ours is a virtual couples therapy business and they’ve been using paid ads to grow 48% month on month. Very impressive stuff.

In this post Adam shares with me everything he knows about using paid ads in mental health startups. Whether you are just starting out or running a scaling mental health business, this post is full of helpful frameworks, hard earned lessons and little nuggets of wisdom.

We’ll cover;

• Why paid ads are not just for growth: How to use Paid Ads to accelerate your path to product market fit and prioritise your product roadmap

• If paid ads for you: A framework to assess if paid ads are the right strategy for your product and business

• Paid search deep-dive: How Ours use paid search to drive growth, including deep dives on conversion rate optimisation

• Conversion rate optimisation: The key to successfully scaling paid ads

• CAC and LTV expectations: What’s a good CAC, how to know your LTV and what to do if you don’t

• Improving cashflow: Success in paid ads is about more than just CAC:LTV, we discuss the importance of cashflow and how to improve it

• How much to spend: A very common question, we discuss a framework for calculating that for yourself

• Data challenges: Some of the regulatory challenges of running ads for a healthcare business and the product Ours built (and you can use) to stay compliant whilst maximising performance

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