This might still feel obvious but you’re competing against much bigger fish, to grow you need a niche. What makes you special to your customers & how can you access all of them at once, cheaply? It’s not just about ads/sales, you need to discover the trigger for your customers to buy your software & be right there to help them manage trade offs (virtually). Knowing how/why customers are choosing between you and a competitor is key… Why do folks use your app? Why might more ppl want to? Answers to these will guide your strategy & spending. Hope this helps a little!