[conesus]

The only ads I bought were about $2k of Facebook ads, which converted into about $1.6k of pledges. Not a winning strategy. I hired a couple people with experience in FB ads to help me with the audience, but the CTR of 3-4% at $0.25 CPC did not convert well.

As for mailing list, I had 1,000 people signed up and I sent an email newsletter to 55k people who use my other service (which is compatible with this hardware), so it was relevant for them as well.

Of the lessons learned, building up the mailing list is quite possibly the biggest. Just having ads running that you optimize for months beforehand is a good setup for running ads during the campaign itself.