Ad Performance Optimization - Music App

CPI 30%+ under the client’s goal, and lower every month for 3 months.

We beat Realm’s target CPI by over 30% and lowered it month over month for 3 straight months. The winning launch ads stayed live the whole time, improved through targeted iterations instead of being replaced.

Started every round from the learnings of the launch batches. Launch data showed which pain landed with which ICP. Each optimization round began with a clear hypothesis about what to push, and for whom.

Refined the winners instead of replacing them. I tested new hooks, openings, and formats on top of the ads that already converted. That kept what worked and isolated what actually moved CPI.

Expanded formats around the proven offer. The launch offer became the base for new formats such as lifestyle videos, UGC, testimonials, and static formats.

Sent the learnings back to product. What resonated in the ads, and with whom, informed decisions on the product team.

CPI finished 30%+ below the client’s goal

CPI went down every month for 3 straight months

Winning ads stayed in rotation with light refinements only

Spend scaled while CPI kept falling

Creative insights fed directly into product decisions

Ongoing video and static ad iterations.

Creative production project management.

New formats leveraging learnings from initial batches.

Learnings and testing frameworks.