Use a digital ad when you're looking to recruit users or gauge interest in a specific aspect of your proposed solution.

Digital ads give you access to hundreds of potential users for a small investment. Ads allow you to test messaging and validate your solution while learning about your users and what most resonates with them. They are also good for testing out marketing communications (e.g. value props).

An ad or a set of ads to test. Identified key metrics of interest (e.g. number of sign ups, click-through-rate, etc.) The platform you think will be most likely to reach your target audience (e.g. Facebook, LinkedIn, Pinterest or Instagram) A landing page that your ad will direct users to.