Velocity Growth animated logo

We're too dependent on Meta and Google

By
Mukund Kabra

Depending on two ad platforms leaves your growth exposed to their prices and rule changes. Build channels you control, such as search content, email and referrals, and let them grow alongside paid media.

Category:
Growth Strategy
Reading time:
2
min read
Published on:
October 24, 2026
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Growth Strategy
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We're too dependent on Meta and Google

We're too dependent on Meta and Google

Problem

Most of your customers come through two platforms you do not control.

When their prices rise or their rules change, your growth drops overnight. You cannot plan around costs you cannot predict.

And the longer it goes on, the more your whole business is shaped around their algorithms.

Insight

Diversifying is about owning demand, not adding more ad platforms.

Moving budget to another paid channel only swaps one dependency for another. Real resilience comes from channels where you own the relationship: your search content, your customer list, your referrals and your partnerships.

These take longer to build, but every customer they bring costs less over time.

How we approach it

We build channels you own and connect them to your paid media.

  1. We measure how much of your growth depends on each platform today.
  2. We pick the owned channels that best fit your buyers and start building them.
  3. We use paid media to feed them, for example retargeting content readers, instead of only buying conversions.

Over time paid media becomes one input among several, not the whole engine.

Tags:  
Idea Validation; Concept Testing; Product Validation; Market Research; Prototype Testing; Mvp Experiments
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