A rebuilt Meta creative-testing system drove 4,000+ pet-app installs in 30 days at a $1.10 CPI, nearly half the industry benchmark.
The Challenge
A new pet app had built something pet owners genuinely loved. The problem? Not enough of them knew it existed.
Previous paid campaigns had generated underwhelming results at CPIs consistently above $3.00. Creatives were not stopping the scroll, there was no structured testing process to identify what worked, and without a clear framework for scaling, every dollar spent felt like a gamble.
The goal was clear: build a Meta Ads management system that could drive real install volume at a cost that made growth sustainable. Three objectives drove everything we did: generate high-volume installs from genuine pet owners, bring cost per install down to a commercially viable level, and build a repeatable, scalable paid growth system for the long term.
Our Solution
We rebuilt the campaign from scratch with a focus on two things: creative that converts and a campaign structure built for scale. No guesswork, no wasted spend.
1. Creative testing framework
Creative is the most powerful lever in any Meta campaign, and it was exactly where the previous efforts had fallen flat. We launched a structured creative testing matrix across multiple ad formats to find what actually resonated with pet owners.
| Creative format | Performance | Role | Priority |
|---|---|---|---|
| Video (UGC-style) | Highest CTR; drove majority of installs | Primary | High |
| Static carousel | Strong for feature showcasing | Secondary | Medium |
| Story / Reel format | Low CPI; used for retargeting | Supporting | Low |
Every creative ran in its own isolated ad set for clean, reliable data. Winners were scaled fast, and underperformers were cut within 48 to 72 hours. This tight iteration cycle compressed the learning phase and drove CPI down quickly.
2. Campaign structure and bidding strategy
We structured campaigns using Meta’s App Install objective with Advantage+ placements to maximize delivery efficiency across Facebook, Instagram, Stories, and Reels. A target cost-cap bidding approach kept CPI locked in throughout scale-up, preventing runaway spend as budgets increased: a broad prospecting campaign with active creative testing, a lookalike scaling campaign (1 to 3% LAL based on top users), and a retargeting campaign for warm audiences who engaged but had not yet installed.
3. App Store listing optimization
Paid ads get users to the door; the App Store listing has to close the deal. We audited the listing and identified conversion friction at the point of install. Updates to screenshot sequencing, preview video, and keyword-optimized descriptions ensured the messaging matched what users had just seen in the ad, reducing drop-off at the final step.
Results
Thirty days. One channel. Over 4,000 installs at a CPI that beat industry benchmarks by nearly half.
| Metric | Result |
|---|---|
| Total app installs | 4,000+ |
| Cost per install | $1.10 |
| Campaign duration | 30 days |
| CPI vs. industry benchmark ($2.00 to $4.00) | 45 to 72% below average |
| Primary channel | Meta (Facebook and Instagram) |
- CPI of $1.10, well below the mobile app industry average of $2.00 to $4.00.
- 4,000+ installs in a single month, creating a strong foundation for continued scale.
- UGC-style video creative drove over 60% of total installs.
- Retargeting campaigns converted warm audiences at a CPI 22% lower than cold prospecting.
- App Store listing improvements reduced install drop-off and increased conversion at the final step.
“The results exceeded everything we expected. We had been struggling to get installs at a reasonable cost for months, and within 30 days we had over 4,000 new users on the app at $1.10 each. The team understood our audience and built creative that actually resonated with pet owners.”
Di M., Founder, Pet Health App
Conclusion
This campaign proves that mobile app growth does not require a massive budget. It requires a system built to find what works, cut what does not, and scale with confidence. By building creative that stopped the scroll, structuring campaigns for algorithmic efficiency, and fixing the conversion gap inside the App Store listing, we delivered 4,000+ installs in 30 days at a $1.10 CPI and a scalable growth engine ready to go further. If your app is driving spend but not installs, the issue is almost never the product. It is the system behind how you reach people and what happens when they get there.