App Marketing by App Masters The Path to $100,000 ARR - What Flopped with Paid Ads
Aug 23, 2025
In this engaging conversation, Asher Herbstman and Thatcher Clough, co-founders of Clear30, share insights from their journey in creating a cannabis cessation app. They discuss overcoming a broken onboarding process that threatened growth and reveal psychology-driven A/B testing strategies that boosted conversion rates. The duo also dives into what worked and what flopped in their paid advertising efforts on platforms like TikTok and Meta, emphasizing the power of authenticity and humor in user engagement.
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Test Skits, Then Promote Winners
- Clear30 tests skit-style and stitched TikTok videos, then promotes the best performers.
- They found that showing the app inside the creative improved ad performance.
AI Actors Can Hurt Trust In Health Ads
- AI-generated actors can erode trust in sensitive health-related ads.
- For therapy/health products, authentic humans outperform current AI avatars.
Copy Competitor Ads, Iterate Fast
- Mine competitor ad libraries and rapidly iterate statics and videos to find hooks that resonate.
- Use cheap designers to produce many variations, then double down on winners.
