Scaling a Food Delivery App: Low Cost, High Volume User Acquisition
Client Profile: A Challenger Food Delivery App.
Channel: Google Universal App Campaigns (UAC) & YouTube.
Objective: Maximize App Installs (CPI) and First Order actions.
1. The Challenge
The client needed volume. They wanted 10,000 downloads in one month but had a strict budget limit. Manual targeting on Facebook was becoming too expensive as the audience saturated.
2. The Strategy: “AI-Driven Scale”
We leveraged Google’s Machine Learning.
- Universal App Campaign (UAC): We uploaded 20 different creative assets (Videos, Static Banners, Text) and let Google’s AI test them across Search, Play Store, YouTube, and the Display Network.
- Optimization Event: We didn’t optimize for “Install.” We optimized for “Sign Up” and “First Order.” This forced Google to find users who would actually use the app, not just install and delete it.
- Video Content: Used 15-second “Bumper Ads” on YouTube appearing before food vloggers’ videos.
3. The ROI
- Install Volume: Generated 12,000 installs in 30 days.
- CPI (Cost Per Install): Optimized down to $0.12 USD (extremely competitive).
- Retention: Because we optimized for “First Order,” 30% of new users placed an order within the first week.