A mobile app launch leveraged Meta and Google Ads platforms to build an initial user base, focusing on app install optimization. Prior to launch, user testing validated a projected lifetime value (LTV) of $20.57 per user, establishing a clear benchmark for acquisition costs.

The campaign deployed a two-layer funnel approach to user acquisition. At the top of the funnel, a broad reach campaign was implemented to generate brand awareness and increase app visibility in the market. The bottom of the funnel consisted of direct response campaigns specifically optimized for app installations.

The strategy evolved through distinct phases. During the initial phase, wide targeting was used to establish a baseline for user acquisition. As data accumulated, the team analyzed user behavior patterns to identify the most valuable user segments. In the advanced phase, targeting parameters were refined based on identified user profiles, specifically focusing on users demonstrating high engagement levels and completing in-app purchases.

Google Ads demonstrated superior efficiency with a cost per install of $1.37, performing 11.7% better than the average CPI across both platforms. Meta Ads operated at a higher cost per install of $1.64, which was 5.8% above the average CPI. Despite the cost variance, both platforms contributed significantly to the overall campaign success.

The campaign’s success can be attributed to several critical factors. The data-driven approach to audience refinement allowed for continuous optimization of targeting parameters. The multi-platform strategy effectively distributed risk while maximizing reach. Ongoing optimization based on user behavior data enabled increasingly efficient user acquisition. Most importantly, strong product-market fit, validated through pre-launch user testing, ensured that acquired users found value in the app, supporting the projected lifetime value assumptions.