When to kill a channel (and which one to try first)

Channels are not interchangeable. Each has different economics and effectiveness at different company stages. Channel Selection prevents waste on channels that cannot work.

The Channel-Stage Fit Matrix

The Channel-Stage Fit Matrix
ChannelPre-PMFEarly ScaleGrowthScale
Founder OutboundOptimalViableLimitAvoid
LinkedIn AdsAvoidViableOptimalOptimal
Meta AdsAvoidLimitViableOptimal
Google SearchLimitViableOptimalOptimal
Content/SEOLimitViableOptimalOptimal

The Channel Selection Protocol

Step 1: Calculate CAC Ceiling - What can you afford to pay?

Step 2: Assess Stage Fit - Is the channel viable at your stage?

Step 3: Verify ICP Presence - Are your buyers on this channel?

Step 4: Confirm Minimum Spend - Can you afford the minimum viable spend?

Step 5: Establish Kill Criteria - Define when to stop.

Channel Economics

LinkedIn - Minimum viable spend: $5k-10k/month - Typical CPL: $50-150 - Best for: High-ACV, enterprise targeting

Meta - Minimum viable spend: $3k-5k/month - Typical CPL: $20-60 - Best for: Retargeting, broad awareness

Google Search - Minimum viable spend: $5k-15k/month - Typical CPL: $75-200 - Best for: High-intent capture

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