Case study · Meta Ads
How creative testing cut this app's Meta Ads cost per install by 69%
A home screen video widget app, launching on Meta Ads from zero. We made the video creatives and ran the tests that took its cost per install from $12.80 to $3.92 in under a month.
Cost per install
-69%
$12.80 → $3.92, first test vs batch 2
Best creative
$3.27
per install, "Customize your home screen"
Creatives tested
8 angles
and 11 versions of the best one
Cost per install, batch by batch
Spend divided by installs, US and UK/Canada/Australia campaigns together. Lower is better.
The winner
"Customize your home screen"
The simplest angle won: show the home screen coming alive with video widgets in the first second, and say what the app does in five words. Its best ad set brought installs at $3.27.
What we did
Creative testing, step by step
1
8 video angles, made for the feed
Short vertical videos, each built around one reason to download: customizing the home screen, sharing a moment, discovering the app, travel and more.
2
One creative per ad set
The first test put 5 creatives in one ad set, and Meta spent almost everything on one of them. Giving each creative its own ad set and budget made every angle get a fair read.
3
US and UK, Canada, Australia apart
Separate campaigns showed the English-speaking markets outside the US were cheaper: $3.61 per install in batch 2, so they got their own budget.
4
Cut the losers, iterate on the winners
Each batch dropped the expensive angles and added new versions of the cheapest ones, which is how the home screen video went through 11 versions.