I agree that the answer here is always going to be "it depends". I will say the biggest mistake many companies make is assuming they should just start on FB and Google as it's often times is actually not the best place to start and an easy way to burn cash fast. The most important question to ask is where are your customers coming from today, where are your potential future customers (maybe same place your existing ones are?), and then start there. Don't try to reinvent the wheel for your company. I'd recommend leaning into how you've already build a successful base and maxing out there as I'm sure those customers didn't just appear from thin air :)

If your cautious of burning cash in marketing channels you're not comfortable with, I'd always recommend starting with affiliate marketing. It's a zero risk way to grow your company profitably without putting dollars at risk. This is one of the areas I focus a lot in if you'd like to chat further on it https://clarity.fm/stevenkrinberg1/expertise/affiliate-marketing-to-grow-fast-and-profitably