How to Promote a SaaS, AI Tool or App on a Small Budget
Promoting a small software product almost always starts without a big budget. The same approach works every time: find existing demand, build free channels first, and add paid ads to scale once you know your unit economics. Here are the general principles and specifics for three product types.
General principles
- Start with demand. Check search volume and app or extension stores for what people already look for. A product for an existing query is far easier to promote than one that has to explain a new need.
- One clear job. “AI slides in 2 minutes” sells better than “an AI platform for business”.
- Free channels first. SEO, communities, directories, and content bring your first users and feedback.
- Paid ads when you know your numbers. Launch them once you understand conversion to paid and retention; otherwise you pay for traffic that never pays back.
- Measure cost per active user, not cost per click: cheap traffic that leaves right away ends up more expensive.
How to promote a SaaS product
- a landing page for each key use case — useful both for SEO and as ad landing pages
- a Product Hunt launch and SaaS directories
- content: guides and comparisons that answer your audience’s search queries
- search ads if people already search for your product; social and community ads if you need to explain a new category
- partnerships with products that share your audience
How to promote an AI tool
- sell the result, not the technology: “a logo in 30 seconds” rather than “powered by GPT”
- short demo videos — the best format for AI products
- AI tool directories and “best AI tools for…” roundups
- a free tier so users see results before paying — but track its cost
- ads where your audience already uses online tools: inside browser extensions and work apps
How to promote a mobile app
- app store optimization: a clear name, keywords in the subtitle and description, strong screenshots
- ratings and reviews requested at the right moment
- built-in virality: invites, referral rewards, shareable results
- user acquisition campaigns in app ad networks and social platforms, measured by cost per retained user
Paid channels and where to start
| Channel | When to use it |
|---|---|
| Search ads | people already search for your product with clear queries |
| Social ads | you need to explain the product to a broad audience |
| Communities and newsletters | your niche audience gathers in specific places |
| Creators and influencers | you need a quick spike and trust |
| Ads inside browser extensions | a desktop audience that uses online tools |
Ads inside extensions as a test channel
For SaaS products, AI tools, and apps, ads inside browser extensions are an affordable way to test a new channel. The banner appears inside extensions people use for work — converters, translators, tab managers. On ExtAds, a click costs 2–5x less than on other ad networks, and campaigns can be targeted by country and extension category. UTM tags are added to your link automatically, so signups, payments, and installs from ExtAds show up in your own analytics.
If your product is a browser extension, also see “How to Promote a Chrome Extension”. Questions about ads? Message our manager on Telegram: @extads.