FG

Driving installs for a new kids app in low-CPI markets

Client: First Gadget App
Project period: Q1 2024
Role: Performance Marketing Lead
Channels: Google Ads, Facebook Ads

🧠The Challenge:

A brand-new children’s mobile app needed to validate product-market fit and test early adoption metrics before going global.
The goal was to drive installs in cost-effective regions, identify bottlenecks in onboarding, and later transition to monetization-focused campaigns.

My Role

I was responsible for the full user acquisition process — from geo and channel strategy to campaign optimization and analytics handoff.
Tasks included:

Identifying low-CPI, high-volume markets
Setting up install campaigns for Android and iOS
Analyzing performance by platform and region
Providing creative feedback and running joint ideation sessions with the client
Gradually shifting campaigns toward deeper funnel optimization

The Process

1. Launch PhaseInitial campaigns launched in CIS countries via Google Ads

Achieved 6,637 installs in total

Android CPI: €0.14

iOS CPI: €1.30

Focus: maximize volume at minimal cost, gather behavioral data

2. Shift to Trial ConversionsBased on stakeholder interviews, we redefined KPIs to focus on trial-period conversions

Campaigns were switched to a deeper optimization level

Achieved €0.88 per trial conversion, a strong performance metric for an early-stage app

3. Creative & Messaging

OptimizationProvided extensive feedback on ad copy and visuals

Conducted a brainstorming session with the client to craft new value-prop-based messaging

Tailored creatives to emphasize app benefits clearly for parents

The Results

📲 6,637 total installs from CIS markets
💰 €0.14 CPI (Android) | €1.30 CPI (iOS)
📈 €0.88 cost per trial start after funnel shift
🧠 Insight-driven messaging and creative refresh

🌍 Transition to English-speaking markets initiated

Why It Worked

Focused early spend on low-cost regions for learning
Quickly adjusted strategy to match deeper client goals
Combined performance data with qualitative feedback loops
Maintained a balance between efficiency and scalability

Key Takeaways

Start small, learn fast: Testing in low-cost regions gave us valuable behavioral insights without overspending
Align KPIs with product goals: Shifting from installs to trial conversions improved the value of every euro spent
Creatives matter: Collaborative work on messaging and visuals boosted user quality
Performance marketing isn’t just growth — it’s product feedback too

Feel free to write me.