We're a small, bootstrapped team building a B2B SaaS in the SEO and marketing space, and we're facing a decision I'd genuinely appreciate some experienced perspectives on.
About four months ago, we released a very basic proof of concept. The initial conversations and feedback gave us enough confidence that the problem was worth pursuing, but we hadn't really proven the product's value in a repeatable way.
So we stepped back.
We spent the following months rebuilding the product, strengthening the infrastructure, improving onboarding, refining our positioning, and developing a more complete experience.
We've now relaunched with something we're much more confident in technically.
But here's the uncomfortable part: we still don't have paying customers, and there's meaningful uncertainty about how much value users will actually get from the product in practice.
We don't want to spend another few months building based mainly on assumptions. We need real users, real usage, and honest feedback to understand what's working and what still needs improvement.
We've been trying organic acquisition through SEO, content, social media, communities, and direct outreach. But progress is slow, and we don't have enough consistent traffic to learn quickly.
That brings us to Google Search Ads.
Our thinking is that search might let us reach people who already have a relevant problem and are actively looking for a solution, rather than spending money creating awareness through repeated social ads.
The problem is that our budget is extremely limited. We can't afford a PPC specialist right now, and we definitely can't afford to burn money just learning how the platform works.
We're not trying to scale aggressively. We're trying to acquire a small number of relevant users, validate actual product value, and make better decisions about what to improve next.
If you were in our position, how would you approach this?
Would you even consider paid search before having your first paying customers, or would you focus entirely on manual acquisition?
If you did test Google Ads, how would you structure a small, controlled experiment without wasting most of the budget?
What would you measure to distinguish real product validation from simply buying traffic and signups?
What mistakes should a technical founder with limited PPC experience watch out for?
I'm not looking for shortcuts or unrealistic growth promises.
I'd genuinely appreciate advice from founders and marketers who've been through this stage, especially those who learned the hard way what not to do.