We ran a user acquisition campaign for an Android mobile game and encountered two major challenges: high CPL and frequent ad rejections. Additionally, the game was not published on the Google Play Store, requiring users to be directed to the website for downloads.
The primary goals were to increase brand awareness, drive downloads, lower CPL, and successfully scale the campaigns.
We launched Meta Ads (Facebook & Instagram) using tailored formats like Stories, Feed, and Instant Experience to match user behavior and maximize engagement. We optimized App Install campaigns for multiple funnel events: registration, first login, and early in-game activity. A/B tests were conducted comparing video and static ad formats, experimenting with different calls to action (CTAs), and identifying the best combinations of targeting and creative.
We built lookalike audiences based on paying users and segmented by gaming interests, demographics, and behavioral signals to improve targeting accuracy. The ability for detailed interest and behavioral targeting made it a much more targeted reach. To avoid rejections, we rewrote Meta ad copy in full compliance with platform policies, replaced flagged words, and set up automated monitoring for quick resolution.
This case shows how mobile games without store placement can scale effectively through tailored PPC strategies — without sacrificing performance.
A major technical constraint: еhe game had no Google Play listing, so installs had to be driven via the website. Campaigns faced high CPL and frequent ad rejections, making scaling complex.
We launched Meta Ads across Stories, Feed, and Instant Experience. Campaigns were optimized for funnel events — registration, first login, and early in-game actions — not just clicks.
Video creatives and A/B-tested CTAs significantly improved performance. The shift from static to optimized video raised CTR by 45%.
We built lookalike audiences based on paying users and layered in gaming interests, demographics, and behavioral signals. This precision cut CPL and boosted ROI.
All ad copy was rewritten in full compliance with Meta policies. We replaced flagged terms, added monitoring, and automated alerts to resolve issues quickly.
We scaled into new regions while keeping CPL flat. This was achieved through interest refinement and continual A/B testing of creatives and CTAs.
ROI grew to 2.3x, CPL dropped by 38%, downloads increased by 170%, and CTR rose by 45%. All metrics tied directly to campaign adjustments.
Main risks were overspending on poor-quality leads and compliance rejections. Mitigation included multi-stage funnel optimization and strict policy adherence.
Yes. The model of funnel-driven optimization, audience refinement, and compliance-first creative development can scale in gaming, fintech, or SaaS.
A combination of policy-compliant creatives, precise targeting, and multi-funnel optimization. Together they turned a difficult setup into profitable growth.
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