building a $10 million arr company with only paid ads

In this episode, I chat with Niels Klement (Head of Growth, Perspective) about how “app-feel” mobile funnels—with quiz questions, instant personalization, and 1-second load times—are crushing the old landing-page model. We dig into paid-ads math, creative iteration, and why a single 90-second video can double your business. Perfect for agencies, SaaS founders, and anyone chasing dollar-in → five-dollars-out predictability.

Timestamps

• 00:00 – Intro & why most builders fail on mobile
• 01:00 – Perspective’s path to €10 M ARR / 6 000 customers
• 02:30 – From web-design agency to quiz-funnel SaaS
• 06:00 – Interactivity, sunk-cost bias & personalization
• 09:30 – Page-speed math: 5 s vs 1 s loads
• 12:30 – Designing funnels that feel like native apps
• 17:30 – Best-fit customers: agencies & B2B teams
• 22:00 – Paid ads vs organic: guaranteed distribution
• 27:00 – Creative ops: turning 1 ad into 100 variants
• 33:00 – Dog-fooding Perspective to grow Perspective
• 38:00 – AI, “vibe-marketing,” and small-team scale
• 42:00 – Free 14-day trial & closing remarks

Key Points (to skim fast)

• Mobile-first, one-page apps load ~1 s and behave like IG Stories.
• Quiz/configurator flows lift conversions and qualify leads.
• 1 s load time ≈ 2.5× conversion—that’s a $1 M → $2.5 M funnel without extra spend.
• Paid ads = best first lever for predictable, measurable growth.
• Creative flywheel: launch 100 assets, kill 98, scale the 2 that print money.
• Dog-food advantage: marketing uses Perspective daily, feeding product loops.

Notable Quotes

“A 90-second ad can change the trajectory of your entire business.” – Niels Klement“Remove the right friction—interactive questions—and conversions jump.” – Niels Klement“Paid traffic is guaranteed distribution. If the math works, keep printing customers.” – Niels Klement

Quick Funnel Framework

1. Craft an irresistible offer (free trial, template, case study).
2. Map the funnel steps backward from that goal.
3. Add interactive questions to personalize and pre-qualify.
4. Obsess over load speed and mobile UX.
5. Measure, prune, scale—let data pick winners.

Guest Socials
LinkedIn – https://www.linkedin.com/in/nielsklement/
Perspective – https://www.perspective.co/