Leveraging Google App Campaigns to Drive Paying Subscribers at Efficient Scale

Making Science UK

Client: Clue

One of the main challenges many clients face when growing an app product, is driving installs at a low cost whilst maintaining a good level of user quality to ensure their product is profitable at good scale.

This was the case for menstrual health tracker app, Clue. They wanted to scale paying user volume whilst reducing reliance on typically lower funnel channels such as ASA. That’s where our strategy came in. We were tasked with maintaining a costs below target whilst increasing overall customer volume. Following client account audits, we identified Google App Campaigns as the channel with the most potential. We were able to leverage levers of control within creative, account structure, and bidding optimisation to reach (and surpass) client targets.