[anatari]

As soon as you make a game that's able to compete for conversions on ads, your game probably won't be considered indie anymore. Ads are extremely competitive and the only way to compete and not get priced out is to "sellout" and make games with mass market appeal, AAA price tags, high monetization funnels to increase LTV, etc. Without that, it's unlikely you'll be able to profitably spend on ads through any of the major channels. You're competing against the Game of Wars and Clash of Clans out there on Mobile and the AAA and IP titles on traditional platforms. So your metrics will need to be on par with the likes of those (it at least needs to be on par in a niche target demographic) in order to have any measure of success.

So the typical indie marketing strategy of using social media, press, and word of mouth, is actually very rational and probably the best way to go about it.