The Challenge
A new personal finance app needed to build a massive user base quickly to secure their Series A funding. Their initial marketing efforts resulted in Cost Per Installs (CPI) hovering around $4.50, which was unsustainable.
The Strategy & Execution
We diversified their media mix by launching high-energy, native-looking UGC content on TikTok Ads, specifically targeting Gen-Z and Millennials. Simultaneously, we optimized Google App Campaigns by feeding the algorithm post-install event data (like "completed registration") rather than just optimizing for cheap clicks.
The Results
The TikTok creatives went viral organically alongside the paid push. Google UAC learned to find users who actually registered, not just installed. We drove over 52,000 installs in 45 days. The blended CPI plummeted to $0.80, and the Day-7 retention rate increased by 25%.