Utility app cuts CPA 31% while tripling volume

Challenge

The advertiser had a profitable app but could not scale beyond one paid source. Previous push tests produced cheap clicks and almost no installs, so the channel had been written off.

Approach

We rebuilt the campaign around device-level separation and a stricter frequency cap, then replaced generic install copy with three specific use-case angles. Non-converting domains were blocked weekly, and budget moved from two underperforming GEOs into the US and Canada. Landing pages were reduced to one promise and one button.

“The difference was the blocklist discipline. Once the junk domains were gone, the same creative started converting.”