An exchange spends six figures on a launch campaign over eight weeks. Registrations climb past 40,000. Thirty days after the last ad stops, daily active traders sit where they sat before the campaign began.
The money bought accounts. It did not buy deposits. Between the ad click and the first trade, a verification screen, a funding step, and a thin order book each took a cut. Nobody measured which took the most.
The standard fix on offer is more ads and more influencers. That is how crypto exchange marketing keeps collapsing into the same fee war, with venues undercutting each other on maker/taker fees until the only difference between two exchanges is a rebate. The version that works starts from a different unit of success. A funded trader has deposited and executed. An email address in your CRM has not.
This Surgence Labs guide is for operators at live exchanges. It prices every channel against the cost of one funded trader, walks the funnel from sign-up to first trade, and sequences the work into a 90-day plan. Teams still preparing a token event should start with the Web3 go-to-market strategy framework.
