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Case Overview

Launching a new gaming app into competitive global markets without an existing brand presence is no small feat—especially when early acquisition cost-efficiency sets the tone for long-term scale.

In the first 18 days of launch, this free-to-play gaming app attracted 15,000+ downloads across the EU and Africa for under €2,000, averaging just €0.11 per download on Google and €0.20 on Meta. These results were achieved through a fully managed pay-per-click strategy that handled everything from ad creative development to campaign structure and conversion tracking setup.

With a €40,000 budget approved for ongoing scale, the campaign is now entering the next phase: systemizing growth to 100,000+ installs while maintaining cost efficiency.

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Challenges

Zero Brand Recognition: The app was completely new to market, with no pre-existing awareness or social proof.
No Historical Data: There were no previous PPC benchmarks or learnings to build from—everything had to be created from scratch.
Platform Launch Complexity: The app was deployed on both iOS and Android, requiring robust cross-platform tracking infrastructure.
Crowded Ad Ecosystem: Competing in the entertainment category meant going head-to-head with viral apps, gaming giants, and attention-grabbing content.

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Our Strategy

To overcome the noise and drive cost-effective installs at scale, the campaign was built on two pillars: strategic PPC execution and data-driven creative testing.

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1. Full-Funnel PPC Setup

• Meta Ads: Campaigns followed Growthlio’s proprietary Meta ad strategy—beginning with rapid creative element testing to identify which hooks, visuals, and CTAs converted best. High-performing components were then combined in dynamic creative conversion campaigns.
• Google Ads: A Performance Max campaign structure was deployed, leveraging Google’s full ecosystem—including YouTube, Search, Display, Gmail, and Discover placements—to find high-intent users across touchpoints.
• Tracking Infrastructure: Oversaw SDK implementation and event configuration to ensure accurate install tracking across iOS and Android.

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2. Creative Development & Optimization

• Creative Types: Static image ads initially outperformed, but once square-format gameplay videos were introduced, they quickly became the top performers.
• Universal Appeal: Early-phase creatives were designed to be globally resonant, with localization planned for the scale-up phase.
• Proving Ground Testing: Final ad combinations were run through a “proving ground” campaign structure to identify the best-converting variations across channels.

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