Case Study · Multiple Apps · UA Diversification
From two channels to 100,000 installs a month — and 5x the creative output
The company had multiple apps, all relying on Meta and Google. Both channels were getting more expensive and less effective. Here's how we diversified the channel mix and rebuilt their creative production — without adding headcount.
Where they were
A portfolio of apps, all running paid user acquisition through Meta and Google. Those two channels had worked for years. Now they weren't.
Two problems, compounding:
- ✕Channel dependency. Nearly all of the UA budget sat on Meta and Google. When those channels got harder, everything got harder. No backup. No diversification. No hedge.
- ✕Creative starvation. They were producing about 20 creatives every two weeks. Ads fatigued faster than they could be replaced. The algorithm had nothing fresh to test, so performance dropped.
What we did
Two workstreams, run in parallel. Neither one alone would have been enough.
- 01
We diversified the media mix
We moved budget into rewarded traffic and in-app DSP traffic, partnering with Unity, AppLovin and Mintegral. These networks reach users in a completely different way from Meta and Google — different intent, different context, different cost structure. They became a second engine alongside the first.
- 02
We rebuilt how creative gets produced
The old process couldn't keep up. We built a new creative strategy with clear focus areas, then layered AI tools into the day-to-day workflow to multiply output. Same team. Same headcount. Dramatically more volume.
- 03
We built a creative testing system
Volume alone isn't enough — you need to know what's working. We set up a clear testing structure so new creatives weren't just being made, they were being tested, learned from, and iterated on.
- 04
We used fresh creative to fight fatigue
On the existing channels (Meta and Google), the new creatives weren't just for the new networks. They gave the algorithm fresh material to work with on the channels that had been declining. That's where the 30% gain came from.
What happened
| Metric | Before | After |
|---|---|---|
| Monthly installs (all apps) | — | 100,000+ |
| Creative output | 20 per 2 weeks | 50–100 per week |
| Installs at the same cost | Baseline | +30% |
| Channel mix | Meta + Google | Meta + Google + Unity + AppLovin + Mintegral |
The volume number is the headline. The creative number is the reason it happened. 100,000 installs a month is only possible because the algorithm had fresh material to work with every week — on every channel, including the ones that had been declining.
The takeaway
If your entire UA budget sits on two channels, you don't have a strategy. You have a dependency. The moment those channels get harder — and they always do — you have no backup.
And if you're producing 20 creatives every two weeks, you're not testing. You're running the same ad until it dies, then running another version of the same ad until it dies. The algorithm needs variety. Volume is how you give it variety.
The two problems compound in both directions. More channels without more creative is wasted budget. More creative without more channels is wasted material. You need both.
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