Founded Late, a social media API that helps brands create and scale content across multiple platforms.
Built Late after spending over five years experimenting with startups and previously starting an online tech company in Spain that raised venture capital and grew past 100 employees.
Saw a market gap for a simple, affordable, developer-friendly social media automation API with strong documentation.
Late
Wraps the official APIs for Facebook, Instagram, Twitter, LinkedIn, and other platforms into one API.
Handles platform permissions, pays for high-tier platform access, and gives users access to features through a single integration.
Charges by connected accounts across build, accelerate, and unlimited plans.
Includes a UI for creating posts, connecting accounts, managing API keys, handling DMs and comments, setting up webhooks, checking publishing logs, and accessing API docs.
Metrics
Crossed $40K MRR about seven months after launch.
Reached 50K total signups and more than 700 paying users.
Keeps churn below 10%.
Generates more than $8K MRR from organic search and about $15K MRR from paid search.
Spends around $8K per month on Google ads and gets about $2.50 in revenue for every dollar spent.
Google growth strategy
Focuses on capturing existing high-intent search demand instead of trying to create demand through viral content.
Uses SEO and Google search ads together, creating useful content that can rank organically and also serve as paid landing pages.
Targets bottom-of-funnel keywords with 300 to 800 monthly searches, low competition, and high intent.
Creates in-depth guides, keeps the site fast and mobile-friendly, uses proper metadata, builds backlinks, and tracks rankings in Ahrefs and Google Search Console.
Builds custom landing pages for each ad group and matches pages to keyword intent.
Uses automated bidding with a $120 target CPA and tests headlines, descriptions, copy, CTAs, and landing pages continuously.
Five-step Google playbook
Find core keywords that closely match the product value proposition and track search volume and difficulty in a spreadsheet.
Create high-quality content for those keywords through blog posts, landing pages, or free tools with clear signup CTAs and internal links.
Launch Google ads against the same keywords with several copy variations focused on value propositions.
Optimize around keywords that convert into customers, pause weak performers, and increase budget when return on ad spend works.
Track CAC, return on ad spend, revenue, and traffic by channel, then keep CAC below 30% of first-year revenue.
Tech stack and tools
Uses Claude Code to code faster.
Uses DataFast to track what brings revenue.
Uses Google Ads for paid acquisition.
Uses Ahrefs for organic search insights and monitoring.
Advice
Stop trying to be everything to everyone.
Pick one growth channel, get very good at it, and measure it relentlessly.
