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Scale your app withusers who pay.

Google App Campaigns, Meta and Apple Ads for subscription and in-app purchase apps. We point the campaigns at users who pay, build the creatives that reach them, and track what each one earns. That's how we took two apps from 10K to a million installs, profitably.

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Minimalist Phone app

Most apps are teaching the algorithm to find the wrong users.

  • The wrong optimization eventIf you optimize toward installs, the algorithm finds cheap installs. The campaign learns whatever you teach it, and most apps teach it the wrong lesson from the first day of spend.
  • No creative systemOne or two early creatives worked. When they wore out, budget moved to variations with no hypothesis behind them: no idea why the original worked, and nothing built for YouTube or Shorts.
  • Measurement blind spotsOn iOS, SKAN and AdAttributionKit report late and in coarse buckets, and in-app revenue events don't fire on their own. The algorithm sees a fraction of the real signal, and bids on what it can see.

Here's how we'll scale your app.

  1. 01

    Fix the tracking and the optimization event

    We check that in-app events and revenue reach the ad platforms correctly, through your MMP, SKAN and AdAttributionKit. Then we find the event that predicts a paying user and point the campaigns at it. If the algorithm can't see value, it can't bid for it.

  2. 02

    Find out what's actually working

    We look at which creatives, placements and markets bring in users who pay, not just users who install. Install numbers can look healthy while revenue stays flat, so we judge every campaign by what its users go on to spend.

  3. 03

    Build a creative system, not one-off ads

    We use AI for testing variations and fast edits, and work with UGC creators and video editors on the ads that need a real person or proper production. Every test starts from a reason the last winner worked, so the next one can beat it.

  4. 04

    Scale on value, not installs

    Once the signal is right, bidding moves toward value: tROAS on App Campaigns, value optimization on Meta, and budget shifted to the markets with the best payback. Not all installs are created equal. We find the profitable ones and get you more of them.

Productivity app

A bootstrapped launcher with no runway to learn on the job grew from 10K to 1M installs in 12 months, profitably, with zero VC. Portrait UGC videos for YouTube Shorts, a stricter paywall and campaigns judged by revenue per country took it into 25+ markets.

Read the full case study

The hero ad · 6.2M views · built around the intent signal the campaign optimized toward.

Meditation app

Growth had stalled and YouTube was the obvious unlock, but nothing in the library was built for it. We engineered the hook structure that drives App Campaign scale: a single video reached 93M views, taking the app from 0 to 1M installs.

“Karl and his team are always available and their recommendations brought us amazing growth. I'd recommend ePPC 100%.”
Joosep Tinn, COO, MindSpa (Synctuition)

The video · 93M views · built around the hook structure that unlocks YouTube scale.

A good fit if

  • →Your app has real traction, somewhere between 10K and a few hundred thousand installs, and growth has stalled or is getting expensive.
  • →You earn from subscriptions or in-app purchases and can share the revenue events that show which users are worth paying for.
  • →You're open to testing: new creatives, changes to onboarding and the paywall, and acting on what the numbers show.

Probably not if

  • ×The app is still looking for product-market fit. Better campaigns don't fix a product problem.
  • ×Users aren't staying. If retention is broken, all we'd improve is how fast you spend budget on the wrong audience.

What our clients say

 

Malwarebytes · Cybersecurity apps

Ad revenue doubled in a few months, with ROAS holding

Malwarebytes brought us in at the start of 2024 to scale their mobile paid acquisition. Fast creative testing and campaign optimization grew the channels they were already on and opened new ones in Meta Ads and Apple Ads.

Nishant, leads growth at Malwarebytes

 

Minimalist Phone · Productivity app

Martin ran the ads himself, until the app outgrew one person's experience

Before we joined, Martin managed Minimalist Phone's campaigns on his own. Now we run its Google campaigns worldwide along with Meta, and work with him on creatives and the in-app funnel.

Martin, Founder, Minimalist Phone

Markus Seppam
Markus Seppam
Leads app strategy

A team on your account, with Markus setting the strategy.

Markus is our main app specialist. He led the award-winning campaigns that took Minimalist Phone and Synctuition from 10K to a million installs, and he sets the strategy on every app account we run.

Day to day, several people from our team work on your app: running Google App Campaigns, Meta and Apple Ads, testing creatives and keeping the tracking honest. Measurement questions go to our in-house data scientist.

Do you know which installs turn into paying users?

Book a free strategy call and we'll show you where the value signal is leaking, and what we'd change first.