Hi there,
Thanks for getting in touch. Saw your query and it sounds like you're in an exciting but pretty tricky spot with your app launch. It's a massive step, and getting the promotion plan right from the start can make all the difference. I've worked on a fair few app launches, and I'm happy to give you some initial thoughts and guidance based on what I've seen work (and what hasn't).
Your budget of $2-3k is tight, which means you have to be really smart about where every single dollar goes. Every choice has a bigger impact when you're working with a smaller pot. Let's break down your plan a bit.
First up, let's talk about those agencies...
You mentioned being contacted by agencies who want to run your social media. Honestly, my immediate reaction is to be very, very cautious. With a budget of $2-3k, hiring an agency for something like social media management is probably not the best use of your money. Here's why:
Agency fees will eat up a massive chunk of your budget before you've even spent a penny on actual ads. A decent agency charges a management fee, and for a small budget, that fee could easily be $1k or more a month. That leaves you with very little to actually spend on advertising, which is the bit that will actually get you downloads. You'd be paying them more to manage the budget than the budget itself, which just doesn't make sense.
Also, at this stage, you are the best person to communicate your product's vision. You know it inside and out. An agency will need a lot of hand-holding, meetings, and briefings to get up to speed. You'll likely find you spend more time managing them and answering their questions than you would just posting on socials yourself. It can quickly become a distraction from the hundred other things you need to do for a launch. My advice would be to park the agency idea for now. Once you have a proven product, more traction, and a bigger marketing budget, then it might be time to reconsider. But for the launch, I'd definitly say you're better off keeping it in-house.
I'd say you need to prioritise your launch platforms...
Your plan to launch on places like ProductHunt, Tinylaunch, and various communities is a really solid one. This is absolutely the right way to start. These platforms are full of early adopters who love trying new things and giving feedback. This is your low-hanging fruit.
-> ProductHunt: This can be massive if you get it right. Plan your launch day meticulously. Prepare your assets, get some initial supporters lined up to comment and upvote, and be ready to spend the entire day engaging with the community in the comments. A successful PH launch can bring in a big wave of initial users and valuable feedback. It's not just about the launch day traffic, but the credibility it gives you.
-> Directories & Communities: Listing on Betalist, Indie Hackers, and relevant subreddits or Telegram channels is also a great move. It's mostly a time investment rather than a money one. It helps with discoverability and gets your name out there. Think of this phase as building your foundation. You won't get a million downloads overnight, but you'll get your first crucial users – the ones who can help you iron out bugs and validate that you've built something people actualy want.
As for creating socials, yes, you should absolutely secure your handles on Twitter, Instagram, TikTok etc. But dont expect them to drive many downloads from day one if you're starting from zero followers. It's a long-term game. Use them to document your journey and share updates from your ProductHunt launch, but don't sink a load of time into creating content for them right at the start. Your focus needs to be on channels that will drive immediate action, which brings me to paid ads.
You'll need a solid plan for paid ads...
This is where your budget will come into play, and where you can get results quickly if you're smart about it. For an iOS app, your instinct to look at Apple Search Ads is spot on. This should be your number one priority for paid promotion.
Why? Because you're reaching people at the exact moment they are looking for an app like yours. The intent is as high as it gets. Someone is literally in the App Store, typing in keywords related to a problem they want to solve. If your app shows up, you have a very good chance of getting a download.
I would allocate a good portion of your budget here, maybe $1,500, to start with. Here’s a basic strategie to test:
1. Competitor Campaigns: This is often the most effective tactic. Find your top 5-10 competitors, especially the ones who are a bit bigger and have brand recognition. Bid on their brand names as keywords. The search volume might be lower, but anyone searching for a direct competitor is a highly qualified potential user. They're already looking for a solution and might be unhappy with their current one. Your ad creative can highlight what makes you different or better.
2. Problem/Solution Campaigns: Think about the problem your app solves. What would someone type into the App Store search bar to find a solution? If you have a to-do list app, keywords might be "task manager", "daily planner", "get organised app". This is broader, so your Cost Per Install (CPI) might be a bit higher, but it's essential for discovery and reaching people who don't know your competitors yet.
3. Brand Campaign: Even if you're new, run a small campaign bidding on your own brand name. It'll be cheap, and it ensures that when people hear about you from ProductHunt or somewhere else and search for you, you're the first thing they see, not a competitor bidding on your name.
To give you a clearer idea, here's how you might structure your initial tests:
| Campaign Type | Example Keywords | Ad Creative Angle | Why it Works |
| Competitor Targeting | "Things 3", "Todoist", "Omnifocus" | "Tired of Todoist? Try [Your App] for a simpler approach." | Captures high-intent users who are already in the market for a solution. |
| Problem/Solution Targeting | "productivity app", "daily planner", "task list" | "Finally get organised. The easiest way to manage your day." | Reaches a broader audience actively searching for a solution to their problem. |
| Brand Protection | "[Your App Name]" | "The official [Your App Name]. Download now!" | Ensures you own your brand search and prevents competitors from stealing traffic. |
Remember, app installs from paid ads can cost anywhere from $1 to $5 on average, sometimes more for a competative niche. So with a $1.5k budget, you could be looking at getting 300-1000 initial users from this channel. That's a significant number for a new app and will give you tons of data.
You probably should hold off on Google and Social Ads for now...
You also mentioned Google Ads. While it can work, it adds an extra step for the user. They search on Google, click your ad, go to a landing page, and then have to click again to go to the App Store to download. Each step causes some people to drop off. It's much less direct than Apple Search Ads where the download is just one tap away. For your initial launch on a tight budget, I'd say put 100% of your ad spend into Apple Search Ads first. You can always test Google Ads later when you have more money to play with.
The same goes for social media ads on platforms like Meta (Facebook/Instagram) or TikTok. These platforms are for generating demand, not capturing it. You're showing ads to people who are just scrolling, not actively looking for an app. It can be very effective for scaling, but it's usually more expensive to acquire a user this way and requires a lot more testing of different creatives and audiences. It's a channel to consider in phase two, once you've got some momentum and user data to build lookalike audiences from.
This is the main advice I have for you:
To pull this all together, you need a phased plan that makes the most of your limited resources. It's all about prioritisation. Here's a table with my main recomendations on how I'd approach it:
| Channel / Action | Priority | Recommended Budget | Key Action / Focus |
| Organic Directory Launch | High | $0 | Prepare a stellar ProductHunt launch. Be active and engage all day. This is for initial buzz and feedback. |
| Apple Search Ads | High | $1,500 - $2,000 | Focus on high-intent keywords. Start with competitor brand names, then expand to problem/solution terms. Measure your Cost Per Install. |
| Influencer Outreach | Medium | $500 - $1,000 | Manually find 2-4 micro-influencers who are a perfect fit for your app's niche. Don't just look at follower count, look for genuine engagement. It's a gamble, so don't bet the farm on it. |
| Google / Social Ads | Low | $0 | Park this for now. Revisit in 3-6 months when you have more data, revenue, and a clearer picture of your ideal user. |
| Hiring an Agency | Not Recommended | $0 | Your budget is better spent directly on ads. Re-evaluate when you're scaling and have at least a $5k+/month ad budget. |
Running a successful launch and scaling from there is more than just setting up a few ads and hoping for the best. It's a continuous process of testing, learning, and optimising. It involves understanding your audience deeply, crafting compelling ad copy and creatives, and constantly analysing the data to see what's working and what's not.
I recall one app campaign where we achieved over 45,000 signups at under £2 cost per signup across Meta Ads, TikTok Ads, Apple Ads, and Google Ads. This highlights the potential for significant growth with a well-executed strategy.
If you'd like to chat through this in more detail, we offer a free initial consultation to review your plans and give you some more specific advice. Feel free to book in a time if that sounds helpful.
Either way, I hope these thoughts have given you some clarity. Best of luck with the launch!
Regards,
Team @ Lukas Holschuh
