I spent €150 on Google Ads and got 0 installs. Here's what I'm doing instead.

I built a browser extension that helps creators find and reply to growing discussions on Threads. Called it ReThreads. Spent two months building it. Then realized I had zero users and zero distribution.

Google Ads seemed like the obvious move. Fastest way to get in front of people searching for "grow on Threads" or "Threads engagement." Set up three Search campaigns, €5/day, Maximize Clicks, about 30 keywords.

After 30 days and exactly €150 spent: 92 impressions, 4 clicks, 0 installs.

Not a single install from €150.

What went wrong? Search intent mismatch. People Googling "grow on Threads" want a strategy post or follower-boosting tips, not a tool. They're not looking for a browser extension. Also — the dev-heavy audience runs ad blockers, so they never even saw the ads.

I pivoted to zero-budget organic. Started posting on Twitter/X — 1 original post + 6 thoughtful replies per day. No product plugs. Just insights about timing, reply loops, and the Threads algorithm.

The results after 2+ weeks: actual conversations with potential users, people asking "what are you building?" without me bringing it up, and a growing sense of what early Threads creators actually need.

I wish I'd spent that €150 on building a following instead of building ad campaigns. For early-stage developer tools, community distribution beats paid acquisition every time. You can't buy attention when nobody knows your name exists.