Founders ask me which ad channel to add next. Here is the honest map, with numbers from one subscription app: four channels, same app, same period, day 28 gross media ROAS.
The dashed marker is 1.0x, gross media parity. TikTok's cost was not tracked in the MMP, so its ROAS is an estimate.
Meta: the top of the stack
Meta sits at the top, especially for iOS. Creative is everything. You can scale it if you’re willing to test new markets, but it takes work.
Google Ads: the Android player
Google is the Android player. If your Android app doesn’t make money, Google’s tough to crack. But when it works, it’s way less hands-on than Meta. Fun fact: iOS campaigns outside the EU can actually hit similar quality to Android.
TikTok: rarely your main channel
TikTok? Even harder than Meta to figure out creatively. Great for Gen Z and bargain hunters, but it’s rarely your main channel.
Apple Search Ads: solid users, low ceiling
Apple Search can pull in solid users if they’re searching related terms, just don’t bid on your own brand or you’ll mess up your numbers. It’s pricey because the barrier is low, and it caps out fast.
The shiny channel trap
Here’s what I see a lot: companies chasing shiny new channels without realizing they’d get way better ROI putting that same effort into Meta. And scaling Meta isn’t some easy win either, you’ve got to grind for it.
Before adding a channel, ask what the same hours would earn inside the channel that already works.