Project Overview:
Mojo, a fast-growing men’s wellness app, set out to scale its user acquisition without blowing out CAC. The goal was to build a high-converting paid media engine that could handle volume, drive profitable installs, and sustain growth across Meta and Google.
Objective:
The primary objective was to develop a cohesive paid media strategy that could drive high-quality installs at scale while keeping CAC under control. This included restructuring ad accounts, building creative testing systems, and engineering campaigns that aligned with Mojo’s performance goals across Meta and Google.
Challenges:
Brand Alignment: Ensuring all paid media efforts reflected Mojo’s trusted, clinical brand tone, without crossing policy lines on Meta or Google.
Audience Quality: Attracting high-intent users, not just clicks, while avoiding audiences that inflated CAC or dropped off post-install.
Scaling Consistency: Maintaining performance while launching new creatives at scale and managing account volatility across markets.
Design Process:
Research & Discovery
Audited ad account performance, user quality, and historical CAC patterns across channels.Strategy Development
Mapped out a full-funnel growth system—campaign structure, targeting logic, and LTV-backed scaling strategy.Creative Production
Planned and executed high-volume creative testing: 150+ variants across hooks, formats, and CTAs.Launch & Optimization
Deployed paid campaigns with strict bid caps and CBO frameworks to control spend and improve efficiency.Scaling & Iteration
Identified winners, scaled profitably across geos, and fed top creatives into evergreen loops.Reporting & Refinement
Delivered weekly insights tied to actual MRR impact—refining approach based on retention and monetization data.
Outcome:
The new paid media system significantly improved acquisition efficiency and scaled user growth without overspending. Campaigns consistently attracted high-intent users, while the creative strategy reinforced Mojo’s trusted, clinical brand, elevating both performance and perception.
Key Achievements:
Lower CAC: Customer acquisition cost dropped by 38%, driven by tighter bid strategies and refined audience targeting.
Higher ROAS: Campaigns delivered a consistent 2.5x ROAS within 3 weeks of relaunch, outperforming previous agency benchmarks.
Stronger Brand Positioning: Creative output aligned tightly with Mojo’s clinical and credible tone—boosting trust and click-to-install rates.
Faster Scaling: Launched and tested 150+ ad variants, enabling rapid scale without creative fatigue.
Improved User Quality: High-intent users converted better and retained longer, directly impacting MRR growth.
Operational Clarity: Growth team gained clear visibility on what drives performance—turning guesswork into a repeatable system.
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