Reducing Apple Search Ads Acquisition Cost by 22% and Increasing Scale by 40%
Client Background
Finimize is a leading financial education mobile app trusted by 1m+ users globally, empowering users to make smarter investment decisions through quick hitting investing insights and analyst research reports. Their subscription-based premium tier provides detailed financial analysis and is available through monthly or annual plans, with the annual subscription featuring a 7-day free trial.
The Challenge
Finimize sought to validate if their Apple Search Ads (ASA) performance could be enhanced, turning it into a consistently viable acquisition channel alongside Meta.
Previously, ASA campaigns had higher Customer Acquisition Costs (CAC) compared to Meta.
Conversion data was skewed by significant brand-term spend, obscuring incremental performance insights.
The scale of acquisition from non-brand terms was also limited.
Our Solution
Day30 provided strategic, data-driven management of Finimize’s Apple Search Ads, with an emphasis on keyword efficiency, creative optimization, and transparent, actionable reporting.
Execution
Full funnel, granular reporting: Built granular reporting showing cohorted trials and subscribers by keyword, creative, and geography, enabling instant insights and informed decisions.
Re-focused geographic targeting: Concentrated campaign efforts on select high-potential geographies, ensuring statistically significant data and confidence to scale effectively.
Max impressions modeling: Leveraged Share-of-Voice (SOV) data model daily max impressions, to aid bidding strategies
Creative A/B Testing: Created and rigorously tested customized App Store landing pages (CPP) tailored specifically to high-performing keyword clusters, maximizing ad relevance and conversion rates.
Minimum delivery threshold: Established data-backed thresholds for keyword evaluation to prevent premature deactivation, ensuring accurate performance insights.
Results
Within three months, Day30 achieved remarkable improvements:
22% reduction in Cost per Trial (CPT) while increasing trial volume by 40% exclusively on non-brand terms.
12% decrease in Cost per Paying Subscriber, alongside a 25% increase in subscriber volume, demonstrating a clear downward trajectory in acquisition costs.
“The team at Day30 brought a data-driven and tactical approach to our ASA campaigns, which generated promising downward trends, closely matching the performance we see on Meta and positioning ASA as a potential long term channel. They consistently communicated their tactical decisions clearly, rooting them with robust logic and data. I’m excited to continue collaborating on further experiments to scale ASA and reduce our CAC even further.”
What’s next
While early-stage results are promising, significant opportunities remain for further optimization and growth. Day30 continues to refine and enhance Finimize's Apple Search Ads strategy, ensuring sustained efficiency improvements and scalability.
