I think if you’re making something valuable for the community, your country, the world, etc. and you want to draw attention to your project in an authentic way then it’s fair game to zap gratuitously to community members who might share your vision (if only they saw it) and draw attention to your npub. I don’t think that big obvious targeted zap “ads” on Nostr will ever have a good ROI because people will see through that as lame, contrived or even simping depending on the npub you zap. You could even get a negative ROI by getting muted if you are completely tone deaf. If you’ve got the budget, spreading zap love to smaller accounts for awesome shit they post should naturally draw positive attention- but the real reward if you do this right is you gather a dope community around you who all support each other. That’s the magic nostr potential right there.