Don't start spending money right away on the ads. You need to optimize the app funnel loop first. You need to run experiments on pricing, icons, screenshots, ASO, and paywalls to see if the organic users (even a few) are actually converting to trials or not. So if you run ads and bring users by spending money and they don't start trials, then you are basically burning money. So you need to first optimize the funnel from download to trial and conversion first. For the organic marketing, check this https://www.post-bridge.com/growth-guide This will help you get started with organic marketing for apps on tiktok and instagram. This is how most of the indie devs are doing marketing on large scale without paid ads.