---
title: Stop Buying Ads
description: Focus more on network growth and activation, and less on channels like paid search/social. 
image: https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3c5286e2-0642-4419-b681-367a405c77da_1440x1440.png
---

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# Stop Buying Ads

Focus more on network growth and activation, and less on channels like paid search/social.

[Mark Kilens](https://www.tackgtm.com/blog/author/mark-kilens)

 Jan 28, 2025

---

Ads are one very expensive way to grow. And for many companies, ads are getting more expensive and less effective. So what should one do?

Follow's Kevin's [advice](https://www.growth-memo.com/p/advertising-dependency). Which means to follow a community-led, member-led, and customer-led growth approach. Using content-led, event-led and product-led to fuel those three growth motions. 

Focus more on network growth and activation, and less on channels like paid search/social. 

This means you have to be sharing stories on a consistent basis.

You have to be teaching on a consistent basis.

And you have to be creating value for others on a consistent basis. 

Resonance and affinity are what you're seeking.

Not necessarily eyeballs and clicks. 

[![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F3c5286e2-0642-4419-b681-367a405c77da_1440x1440.png)](https://www.growth-memo.com/p/advertising-dependency) 

## Similar posts

<https://www.tackgtm.com/blog/self-reported-attribution-on-steroids>

### [Self-Reported Attribution on Steroids](https://www.tackgtm.com/blog/self-reported-attribution-on-steroids)

I recently came across an example of this that kind of blew my mind. 

 Mark Kilens  Nov 13, 2024

<https://www.tackgtm.com/blog/gtm-motions-vs.-growth-motions-vs.-purchase-motions>

### [GTM Motions vs. Growth Motions vs. Purchase Motions](https://www.tackgtm.com/blog/gtm-motions-vs.-growth-motions-vs.-purchase-motions)

There are three primary GTM Motions. Marketing-led, Sales-led or Partner-led.

 Mark Kilens  May 28, 2025

<https://www.tackgtm.com/blog/two-customer-led-growth-plays>

### [Two Customer-led Growth Plays](https://www.tackgtm.com/blog/two-customer-led-growth-plays)

Here are two fairly straightforward ways to activate your Customer-led Growth strategy. 

 Mark Kilens  May 23, 2025

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