A Universal App Campaign for an Indian public transport app. Over 88 days I scaled daily spend 10× in a single week, then brought cost per conversion down 71% from its peak, delivering 113,823 conversions.

Campaign totals from 10 Oct 2025 to 5 Jan 2026 in the India market. The campaign reached 7.2M impressions and 251,478 clicks at a 3.49% click-through rate, and converted 45.3% of clicks into actions in the app.

The campaign ran in three deliberate phases. A low-budget test proved the app could convert. A rapid scale-up increased daily spend 10.6× to buy reach, accepting a short dip in efficiency. Five weeks of optimisation then cut cost per conversion 42% below the scale phase while holding volume.

Volume went up. Then cost came down. Description: Weekly conversions plotted against cost per conversion. Cost spiked at the start of scaling, then fell steadily through the optimise phase, while weekly conversions stayed between 9,000 and 14,500.

More volume, for less per conversion Description: Weekly cost per conversion fell 71% from the peak of scaling to the final full week. Conversion rate rose from 34.4% while scaling to 54.2% once optimised, and the optimise phase delivered 54% of all conversions on 44% of the spend.