“We're driving traffic to that one article because it would have a higher impact. They'll read this article and it's either going to highly resonate with them or not — and if it does they're going to dig deeper and check out the community and then go to the app with super high intent.”

Send Paid Traffic to the Blog Post, Not the App Store — High-Intent Converts Better

None to Run's paid Google spend goes to the cornerstone blog post, not directly to the App Store listing. The logic: a reader who finishes the article and then downloads the app is pre-sold. That intent difference is why they have a 20% trial start rate and 80% trial conversion — funnel quality at the top creates outsized results all the way down.