Channel-market fit

Channel-market fit is whether the channel's audience and intent match your product. A great channel for DTC consumer often fails for enterprise B2B. Knowing this before spending saves months.

Channel intent levels

• Google Search: high intent, prospect is actively looking
• Google Shopping: commercial intent, product-focused
• Meta: low intent interrupt, creative must create desire
• TikTok: very low intent, but strong discovery for the right product
• LinkedIn: medium B2B intent, audience known by role
• YouTube: varied - in-stream is interrupt, end-screen after search is high-intent

The product fit check

• High-consideration, urgent → Google Search
• Visual, lifestyle, discovery → Meta, TikTok, Pinterest
• B2B with role-based targeting → LinkedIn, Google
• Product-led SaaS, self-serve → content + Google Search retargeting
• Local services → Google Local Services, Facebook local, Nextdoor

Channel start order

Don't launch five channels at once. Validate one, scale, then add the next:

1. Most obvious channel for your product
2. Validate unit economics and creative there
3. Add a second channel when you understand the first
4. Third only when the first two are stable

When to kill a channel

• 90 days of spend with CAC not trending toward allowable
• Creative iterations (10+) haven't moved the needle
• Your team doesn't know why it works when it does (unrepeatable)