UA strategy and campaign management on Meta Ads, Google Ads and Apple Search Ads to scale your user base with positive ROAS.
Most apps spend on UA without proper experimentation framework, resulting in high CPA and low ROAS. My approach: scalable account setup, weekly testing framework and correct measurement (SKAN/MMPs) to optimize for revenue, not just installs.
Facebook + Instagram with App Campaigns optimized for value events (registration, purchase, subscription).
Formats:
Stories, Reels, Feed, Advantage+
Search, PMax, Demand Gen (YouTube) and UAC. Keyword strategy and continuous asset testing.
Campaigns:
Brand, Generic, Competitor, Discovery
Search Results and Search Tab with SKAGs and match types optimized for high intent.
Structure:
Brand, Generic, Competitor, Discovery
I implement architecture by objective (awareness, consideration, conversion) with segmentation by audience, creative and geo. Each campaign has 3-5 ad sets/ad groups for clean testing and performance-based budget allocation.
Structured testing with backlog prioritized by ICE (Impact, Confidence, Ease). 2 tests/week: creatives (hook, CTA, format) and audiences (lookalikes, interests, behavior). I close each test with documented Keep/Kill/Iterate decision.
30-day UA plan
Budget allocation, campaign structure, target KPIs and testing roadmap
Tracking setup
Conversion event configuration, SKAN postbacks, MMP/analytics integration
Weekly reports
Performance snapshots by channel/campaign/creative with recommendations
Testing backlog
Prioritized hypotheses with expected results, validation metrics and learnings
CPA €12 → €7
42% reduction in 3 months (fitness app, Meta+Google)
ROAS D30: 2.8x
Revenue per euro invested at 30 days (B2C subscriptions)
x10 qualified leads
B2B SaaS with Search+LinkedIn in 12 months
For clean testing: minimum €3K/month on one channel. With less budget, prioritize ASA (low CPC) or Meta with specific audiences. Below €1.5K/month, focus first on organic ASO.
We measure in stages: CPA (MQL), Cost per SQL and projected 6-12 month LTV. I link CRM to track SQL→Deal conversion and calculate ROAS with closed cohorts, not just generated leads. See B2B ROAS guide
Both. For iOS apps with 10K+€/month budget, I recommend AppsFlyer or Adjust. For smaller apps, we set up SKAN + Firebase without MMP. Learn about SKAN without MMP
I'll review your current campaigns and send you 3-5 quick wins to improve CPA/ROAS in 7 days.
Request free audit