Polygon Runway: Scaling Through Meta & YouTube

I don’t see Tomas as an outsourced freelancer but as an integral part of my businesses. He truly takes ownership, operating as if it’s his own investment.

Roman Klco

Founder of Polygon Runway

Are you selling a premium SaaS in a market full of cheap alternatives?

Roman, founder of Polygon Runway, faced this exact challenge early on—competing against 20× cheaper alternatives. Today, Roman has 9,000+ paying customers and serves brands like Google, Nvidia, and Waze.

Separate Channels. One Connected Funnel.

Treat each channel separately — but connect them through a lead-driven funnel.

The Real Challenge

This wasn’t an impulse buy.

The product required education, proof, and trust — especially at a premium price. And burning cash “to train the algorithm” wasn’t acceptable for a bootstrapped founder. New project with very low traffic so paid was the main channel to drive it.

The Outcome

This approach:

• Enabled scaling without VC funding
• Improved blended CAC efficiency despite a 20% worse last-touch PPC CAC
• Grew YouTube and Instagram audiences alongside revenue

The Solution

Custom Funnel. Clear Objectives. Revenue Follows.

For premium SaaS products with long buying cycles, optimizing only for purchases is slow, and expensive. Early on, there simply isn’t enough volume — which leads to wasted spend of “waiting for the algorithm to learn.”

My approach flipped that logic.

We set clear, measurable objectives at the top of the funnel — not as vanity metrics, but as early indicators of revenue. These objectives gave us:

• Faster feedback loop
• Enough volume to optimize quickly
• Confidence before increasing spend

Paid ads were used to create demand and learning, not to force immediate conversions.

Why This Works

Upper-funnel signals are:

• Easier to track than purchases
• Available in higher volume
• Much faster to validate what message resonates

But they only matter if they’re connected to revenue.

By linking early engagement and email signups to eventual purchases, we could tell which messages:

• Attracted serious buyers
• Justified a premium price
• Were worth scaling

This created framework for creative analytics.

Turning Strategy Into a Scalable System

1. Demand Creation (YouTube + Instagram)

• Ran non-product showcase ads to demonstrate outcomes, not features
• Optimized for engagement, intent, and lead capture
• Built engaged audiences and email lists instead of forcing checkout events

2. Revenue Validation (Email + Retargeting)

• Emails were linked to actual purchases
• This revealed which hooks and value propositions converted into revenue, not just clicks
• Email and retargeting were used to finish the sale

Paid ads showed it.

Email converted it.

The Execution

What made this possible:

• Tracking: Implemented a custom script to decode purchase information from the URL and pushed a data layer from GTM to distribute purchase details to each marketing platform.
• Optimization: Hybrid conversion signals combining demo interest with full-price intent – giving smart bidding usable data early
• Meta: Creative analytics framework to identify winning hooks and propositions
• YouTube: Format-specific creative testing – ads optimized through iteration, not assumptions

No blind scaling.

Conclusion

What we built wasn’t just campaigns — it was a growth system:

• Scaling across multiple paid channels (9,000+ paying customers)
• 500,000+ audience built alongside revenue
• Premium positioning that attracted brands like Nvidia

The lesson?

Strategy-first media, optimized on early signals, beats cheap alternatives and you don’t need to burn cash to “teach the algorithm.”

You need someone who can blend strategy, tracking, experimentation, and ruthless execution.

Tomas doesn’t follow the typical agency playbook, where they ask for your budget and creatives, then just run with it. His method is different—and honestly, I didn’t expect that. He digs into the business itself, searching for insights that most overlook. And test it.

Yes, many agencies test and experiment, but it’s very rare to stumble upon big outlier without this business approach.

Roman Klco

Founder of Polygon Runway