Launch week ASA priorities
- Day 1: Brand campaign live—defend your name immediately
- Week 1: Small category exact keywords with profit caps
- Week 1–2: Discovery with tiny budget + Search Match isolated
- Week 2+: Negatives from search terms; graduate winners
- Do not scale competitor until category ROAS is understood
Cold-start bidding
Without data, use conservative LTV assumptions (see conversion benchmarks). Subvra defaults: ~2% conversion, 3-month retention, 50% margin until RevenueCat proves otherwise.
Bottom line
Launch ASA for defense and learning—not for hockey-stick scale. Indie guide