Launch with landing pages

An honest answer: the media budget doesn't determine success, but it determines the speed at which you learn.

Lower limit for meaningful performance ads: €3,000 per month on Meta or Google. Below that, the platform algorithms' learning rate is too slow — campaigns don't leave the learning phase, optimization isn't statistically reliable.

Realistic range for a 6-week launch: €5,000–25,000 total media budget — depending on target group, conversion value and competitive intensity. For B2B premium the lower limit is higher (CPM more expensive), for DTC consumer goods less is often enough.

Important: 80% of the media budget should flow into test phases, not into scaling. Whoever goes straight into scaling mode with a €10,000 budget loses the ability to learn what works.

The classic answer: “one is enough”. The better answer: as many as you have audience angles — a minimum of three.

If you sell the same product to “women 35+ with burnout symptoms” and to “self-employed people who want to switch off”, both need their own landing page with their own hook, their own hero visual, their own pain narrative.

• Cold audience: page with a story hook, education, a low-threshold micro-conversion (email)
• Warm audience: page with a concrete offer, social proof, a scarcity element
• Retargeting: page with a bonus, FAQ, urgency
• The most common mistake: routing everything to one generic main page — the conversion rate halves at minimum.

Influencers aren't a cure-all — but for certain launches they're the differentiation lever.

If yes, then with tracking: promo codes per influencer, dedicated UTM links, clear attribution. Otherwise, in the end you don't know whether the reach brought sales or just likes.

Micro-influencers (10–100k followers) often bring better ROAS than top-tier — higher engagement rate, more authentic recommendation, affordable enough for test phases.

• When it's good: visually strong products (lifestyle, wellness, beauty, food, travel), explanation-heavy premium products, new brands without search volume, niche audiences
• When rather not: B2B SaaS with a long sales cycle, high-priced capital goods, products with clear search demand (SEO + performance ads more efficient)

An honest answer: conversion rates at launch are almost always significantly lower than for established brands — and that's normal.

Rule of thumb: don't panic about conversion rate in the first 14 days — the most important metric is CPA (cost per acquisition) cumulated across all channels and funnel stages.

• Cold-traffic landing page: 0.5–2% to micro-conversion (email signup), 0.2–1% to direct conversion (purchase)
• Email funnel after signup: 5–15% to first conversion in the first 14 days
• Retargeting audiences: 2–4× higher conversion rate than cold
• Whoever expects a 5% conversion rate as a minimum switches off a working 1.5% campaign — and thereby burns their own launch.

Giveaways are a double-edged lever — extremely strong when used correctly, costly when not.

My standard setup: a giveaway with a product-own prize (instead of generic tech), a double entry path (email + social tag), clear data-protection transparency, an email sequence after signup that builds trust over 14 days and leads into a buyer conversion.

Rule of thumb: a well-made launch giveaway delivers the first 1,000 email addresses for €2–4 per lead. But: without an email funnel afterwards, it's money burned.

• When giveaways are worth it: as a reach lever (tag-a-friend), to quickly build an email list, as an influencer multiplier, to generate user content
• When they hurt: the prize doesn't fit the brand, the email list isn't worked systematically afterwards, the mechanic violates platform guidelines

Yes — that's actually one of the most common use cases. You bring in the launch strategy as an independent second opinion, without touching your existing collaboration.

What you get: market and competitive analysis for your segment, a positioning check and messaging recommendation, a channel audit, three prioritized growth levers with an impact/effort rating — as a strategy specification your agency can implement.

Typical findings in ongoing setups: overlooked competitor angles, untested audience segments, mis-prioritized channels (often too much Meta, too little email/SEO), inconsistencies between the platforms.

How the collaboration works: I clarify questions directly with your marketing team or external partner. No provider switch, no competition.