Case study

Under €0.69 per install and +65% installs for a mobile app

How much does a click that ends in an install cost? For this mobile app, sometimes less than a coffee. With Meta Ads and Google App Campaigns, the cost per install fell below about €0.69 (PLN 3) and the number of installs grew by 65% on the same budget.

Meta AdsGoogle App Campaigns
Mobile app installs — case study

< €0.69

Cost per install (CPI), below PLN 3

+65%

Number of app installs

Industry
Mobile app (automotive sector)
Channels
Meta Ads, Google App Campaigns

The client and the goal

The client is a business with a mobile app in the automotive sector. Its name is not disclosed. It wanted to increase the number of app downloads.

The key measure of success was the cost per install (CPI). We worked on this with Meta Ads and Google Ads App Campaigns.

The challenge: how to lower the cost of a mobile app install

The earlier campaigns had a high cost per install, which made it hard to scale.

The task was to bring the cost per install down while keeping the quality of the users high.

What we did: optimising Meta Ads and Google App Campaigns

We worked on four areas.

  1. User segmentation

    We ran campaigns aimed at people with a high level of engagement.

  2. A/B tests of video creatives

    We tested the videos and matched them to what drives conversions. Our Meta Ads optimisation service covers this kind of testing.

  3. Automated bid optimisation in Google Ads

    We used automated bidding in the Google campaigns.

  4. Retargeting

    We reached people who had clicked the ad but had not installed the app.

Results

< €0.69 (PLN 3)

Cost per install (CPI)

+65%

Number of installs, on the same budget

The results: a lower cost per install and more users

Cost per install below about €0.69 (PLN 3). The cost fell while the quality of the traffic stayed high.

65% more installs on the same budget.

Higher retention of new users. The original case study lists this among the results without giving a figure.

The original case study does not publish a measurement period, the budget or the number of installs, so we report only the figures it states.

Our takeaway

In mobile app marketing, the key is matching the target audience precisely: a lower cost and better-quality users.

What this means for app marketing

The same budget bought more installs because the campaigns reached engaged people, used tested video creatives, let automated bidding work and followed up with those who clicked but did not install.

If you promote an app and your install costs are too high to scale, see our Meta Ads management and Google Ads services, or talk to us about your own campaigns.

Glossary

The terms used in this case study.

CPI

Cost per install: the average cost of one app install.

Google App Campaigns

Google Ads campaigns built to promote a mobile app and bring in installs.

Retargeting for apps

Ads shown to people who clicked an ad or showed interest but did not install the app.

A/B test

A comparison of two versions of the same element, such as a video, to see which one performs better.

User retention

The share of users who keep using the app after installing it.

Got a budget? We have the results.

Tell us about your app and your goals, and ask for a free quote. We will show you where your install costs can come down.

Contact us

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Services used in this project

Google Ads managementMeta Ads managementMeta Ads optimisation