Meta & Google Ads
Driving App Installs for ConnectApp
Project Overview
The key was to move beyond simply driving installs and to optimize for users who would actually engage with the app. By focusing our campaigns on acquiring users most likely to complete key in-app actions, we improved not only the efficiency of the ad spend but also the overall quality of the user base.
The Challenge
ConnectApp was struggling to acquire new users for their mobile app in a competitive marketplace, with their cost-per-install being unsustainably high.
Our Solution
We launched targeted app install campaigns on Google Ads and Meta, focusing on creative that highlighted the app's unique value proposition and optimizing for post-install events.
- Implementation of mobile measurement partner (MMP) for accurate tracking.
- Campaign optimization towards key in-app events, not just installs.
- Creative testing of video ads versus static image ads to identify top performers.
- Leveraging Google's Universal App Campaigns (UAC) to maximize reach across their network.
The Results
Reduced the cost-per-install by 50% while increasing daily installs by 300%.