SaaS Isn’t Skincare: Why Acquisition Strategy Depends on Your Business

I’ve worked with everything from fast-moving DTC skincare brands to high-growth SaaS startups. And if there’s one lesson that cuts across both worlds, it’s this: channel strategy isn’t universal.

The Copy-Paste Marketing Trap

Let’s start with the truth: most marketing fails because it’s copy-pasted from someone else’s playbook.

A DTC brand sees success on TikTok, so a B2B SaaS startup tries the same. A local real estate agent dumps cash into Google Ads because an ecom guru said it’s high intent. You see where this goes.

Channel success isn’t universal. It’s contextual. The rules that apply to a $20 impulse-buy skincare brand don’t apply to a $10k B2B software suite with a 6-month sales cycle.

Marketing isn’t about what worked for them. It’s about what will work for you.

PPC Channel Fit Is a Strategy, Not a Guess

Think of marketing channels like vehicles. A sports car is great for speed, terrible for off-roading. Same goes for channels:

• TikTok is great for virality, bad for nuance.
• SEO is great for compounding returns, slow to build.
• Search advertising (Google or Microsoft Ads) is great for buyer intent—high-intent queries, right-time targeting.
• Email is great for retention, useless without a list.
• Video ads (on YouTube or Meta) are powerful for building awareness and trust, especially early in the buyer journey.
• Native advertising blends in with editorial content and works well for mid-funnel education and traffic generation.

So how do you choose?

You reverse-engineer it:

• 1. Who’s your buyer? Are they bored scrolling at 10 p.m., or researching at work with a credit card in hand?
• 2. What’s your price point and margin? Low-ticket items need volume and cheap CAC. High-ticket offers can afford longer nurturing.
• 3. What’s your buying cycle? Is it a snap decision or a committee-led marathon?
• 4. What assets do you already have? Big email list? Strong founder brand? Video content? Lean in.

If you’re a startup founder tired of guessing which channels actually move the needle—this is exactly what I help with. Here’s how I work with startups as a Fractional CMO.

Real-World Acquisition Channel Fits by Business Type

DTC E-commerce (Low AOV):

• Winners: Meta Ads, TikTok, Influencer Collabs
• Why: Fast scroll, fast decision, visual-first products

High-End DTC (>$100 AOV):

• Winners: YouTube Ads, SEO, Email, Native Advertising
• Why: More education, trust-building required

SaaS (Low ACV, self-serve):

• Winners: SEO, Google/Microsoft Ads, Review Platforms
• Why: Intent-driven search, price-sensitive users

SaaS (High ACV, sales-led):

• Winners: LinkedIn, Webinars, ABM, Partner Marketing, Video Ads
• Why: Multi-touch, trust-based, longer cycle

Local Services:

• Winners: Google Business Profile, Local SEO, Referrals
• Why: Proximity + urgency + reputation

Coaching/Consulting:

• Winners: Personal Brand, Podcasting, Webinars, Email, Native Advertising
• Why: You are the product. Trust = conversions.

How to Test Before You Commit

Don’t go all in blindly. Test like a scientist:

• Run small-budget paid tests to measure CAC
• Use UTM links and tracking to monitor channel ROI
• Interview customers about how they found you
• Compare LTV by acquisition channel

The goal? Kill what doesn’t scale profitably. Double down on what does.

Final Thought: Strategy Beats Trend-Chasing

Marketing is not a buffet. You don’t need “some of everything.”

You need what works for your business model, audience, and economics.

And that means zooming out, thinking clearly, and building channels like a founder—not a follower.

Choosing the right marketing channels isn’t guesswork—it’s strategy. That’s what I do as a Fractional CMO for startups: help you avoid expensive detours and build a channel mix that fits your model. Let’s talk about your growth plan.