{"id":113003,"date":"2022-04-14T17:01:52","date_gmt":"2022-04-14T17:01:52","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=113003"},"modified":"2025-03-30T11:06:13","modified_gmt":"2025-03-30T11:06:13","slug":"lessons-from-noom","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/marketing\/sem-ppc\/lessons-from-noom\/","title":{"rendered":"How Found Used YouTube Ads To Get Market Share From Noom"},"content":{"rendered":"

The weight loss market is enormous: over $250 billion<\/a> per year.<\/strong><\/p>\n

With all that cash at stake, what can upstart weight loss app Found<\/a> do to:<\/p>\n

    \n
  1. Scale user acquisition after its recent $100M Series B funding round<\/li>\n
  2. Take market share<\/a> away from #1 weight loss app Noom<\/a>? ($3.7B valuation)<\/li>\n<\/ol>\n

    We asked Ian Nagy, Co-Founder of Inceptly YouTube ad agency and VidTao YouTube ad library, to do a breakdown on how to use Similarweb to get insights on what Noom is doing right with its YouTube ads to fast-track Found\u2019s path to success. Inceptly manages over $5 million per month in YouTube ad spend with Similarweb as a crucial element in its research process.<\/p>\n

    Ready to see how to launch and scale with YouTube ads?<\/p>\n

    Let’s dive in with Ian…<\/p>\n

    \"Joinfound.com<\/p>\n

    Why use YouTube ads for B2C SaaS Growth?<\/h2>\n

    When it comes to driving awareness, interest, and sales at scale for B2C SaaS products (and short sales cycle B2B SaaS like Monday and ClickUp as well), right now there\u2019s no channel like YouTube ads.<\/strong><\/p>\n

    (We\u2019ve managed over $100 million in adspend at our YouTube ad agency Inceptly. Much of that has been for B2C SaaS products, which are our biggest vertical.)<\/p>\n

    Let\u2019s take weight loss app Noom<\/strong> as an example.<\/p>\n

    Crunchbase describes Noom as \u201ca psychology-based digital health platform used to provide intelligent nutrition and exercise coaching.\u201d<\/em><\/p>\n

    YouTube ads make up Noom\u2019s biggest top-of-funnel traffic source for new user acquisition, with over $131 million spent on the platform <\/strong>(Based on an observed view count of Noom’s unlisted YouTube ads and an assumption of $0.05 cost per view).<\/p>\n

    So when startup weight loss app Found<\/strong> closed a $100 million Series B funding round this December 2021, you better believe it\u2019s preparing to scale on YouTube big time, very soon.<\/strong><\/p>\n

    But right now, if you look inside VidTao or Similarweb, it doesn\u2019t look like Found is running a single YouTube ad yet.<\/p>\n

    \"No<\/p>\n

    No YouTube ads yet? No problem. We\u2019ll have plenty of ideas on that very soon.<\/p>\n

    But first, a quick look at the big picture:<\/p>\n

    David (Found) vs. Goliath (Noom)<\/h2>\n

    Opening up our competitive research tool<\/a> in Similarweb, we see that in the past three months, Noom has over 28x<\/strong> more website traffic<\/a> than Found:<\/p>\n

    \"Noom<\/p>\n

    (Noom started in 2008 while Found launched in 2019, so Noom has a bit of a head start.)<\/p>\n

    Let\u2019s take a closer look at the traffic channel breakdown<\/a> for Noom:<\/p>\n

    \"Traffic<\/p>\n

    \u201cWait, I thought you said YouTube was its biggest driver of top-of-funnel traffic?\u201d<\/strong><\/em><\/p>\n

    Not so fast there tiger \u2013 let\u2019s dig deeper:<\/p>\n