Notes from the team building Flowjat
Plain-language writing on running ads as an app or SaaS maker — what we're building, what we're learning, and the mistakes along the way. Honest, and only when we have something real to say.
Latest post
When to kill an ad campaign (and when you're just impatient)
Decision rules for shutting a campaign down: how much data you need first, where the break-even line sits, and why the edit you make on day three costs you a week.
· 6 min read · The Flowjat team
Read the post· 6 min read
Ad creatives for SaaS when you don't have a designer
Screenshot-first creative patterns, the specs that actually matter, and why the hook — not the colour palette — is the thing worth testing first.
· 6 min read
Google Ads for SaaS: Search vs Performance Max
When high-intent Search wins for a small SaaS, what Performance Max actually automates, and how to tell which one your budget can afford to feed.
· 6 min read
Attribution windows: why platforms claim conversions you can't find
A plain-language guide to attribution windows: what 7-day click and 1-day view really mean, why platform numbers beat your Stripe reality, and what to trust.
· 6 min read
Apple Search Ads for indie developers: a plain-language start
Apple Ads (formerly Apple Search Ads), explained for indie devs: Basic vs Advanced, why defending your own name comes first, and a structure you can run in an hour.
· 6 min read
How much should a small SaaS spend on Facebook ads?
Your first ad budget buys information, not customers. Here's the math that sets your real floor, why $5/day tests teach you nothing, and when to scale.
· 6 min read
Meta ads for SaaS: setting up your first campaign
A step-by-step first Meta campaign for a SaaS trial signup: one objective, the right conversion event, a sane audience, and a creative brief you can write today.
· 7 min read
The LTV:CAC ratio, explained for indie SaaS
How to compute both sides of LTV:CAC with the data an indie actually has in Stripe or RevenueCat, and why the famous 3:1 rule is a heuristic, not a law.
· 6 min read
CPM vs CPC vs CPA: which cost metric should you watch?
CPM, CPC and CPA aren't rivals — they're three stages of one funnel. Here's how they connect, and which one lies to you when your budget is small.
· 6 min read
What is a good ROAS for a SaaS?
There is no universal good ROAS. Derive your own break-even number from gross margin and retention, with worked examples for monthly and annual plans.
· 2 min read
Why we're building Flowjat
We're builders, not marketers. Why we're building an ad copilot that tells app and SaaS makers what to change in plain words — and where we honestly are today.
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