Marcus Burke - How to Build a $2M/Month App (Copy Me)

Marcus Burke helped scale a subscription app to $2M/month in Meta ad spend. He's spent 14 years running paid social for apps, and his single best-performing ad crossed $1M in spend on its own.

In this episode of The Superwall Podcast, Joseph sits down with Marcus to break down the exact system he uses to scale Meta ads without burning through creative budget.

• Why D2C "talking head" ads fail for apps, and what works instead
• The one thing every app ad must do: prep users for the App Store before they click
• The Reddit plus Claude research pipeline that makes copy feel like mind-reading
• How to use emotional language from niche subcultures to let the algorithm do your targeting
• Why 400-500 iterations on a single ad format is normal, not overkill
• The age-based cost analysis that reveals which audiences actually convert to paid
• How Meta's Value Rules let you bid more on high-LTV users without killing reach
• Campaign architecture: why separating ad sets by format and message unlocks scale

If you're running a subscription app and treating Meta like a checkbox, this episode will change how you think about paid growth.

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