How Google Ads Optimization Revived a Stagnant Security App

Strataigize implemented a data-first, revenue-aligned Google Ads strategy, focusing on restoring signal integrity before scaling spend.

1. Resolving Data Inconsistencies Across Platforms

The first and most critical step was correcting how Google Ads interpreted app events.

Historically, Google Ads was optimizing based on unreliable purchase value signals, which caused the algorithm to chase volume rather than intent. Strataigize corrected this by restructuring conversion priorities and bidding logic.

Key Actions Taken:

• Audited Firebase, Google Ads, and RevenueCat event mappings
• Identified unreliable historical purchase data
• Switched bidding from:
  • In-App Actions Value (Purchases) → In-App Actions (Purchases)
• Reconfigured conversion hierarchy:
  • Purchases = Primary (optimization signal)
  • All other events set to Secondary (observation only)

This allowed Google Ads to relearn who is likely to purchase, instead of predicting value prematurely.

Why this matters:

Without clean purchase data, value-based bidding hurts performance. Stabilizing learning around actual buyers is essential before scaling.

2. Funnel Clarity Without Algorithm Pollution

Strataigize added additional funnel events, not to optimize toward them, but to gain insight without distorting bidding behavior.

Some goals appeared as “misconfigured” in Google Ads, intentionally. These events were tracked strictly for reporting and diagnosis, not bidding influence.

This gave the team full-funnel clarity without compromising optimization.

3. Revenue-Driven Geographic Optimization

Using RevenueCat’s trial-to-paid conversion and conversion to paying views, Strataigize identified which markets actually generated revenue, not just volume.

High-Quality Markets Identified:

• United States
• Canada
• Nigeria
  
  

High Install / No Paid Conversions Removed:

• India
• Pakistan
• Bangladesh
  
  

High-Intent Expansion Markets Added:

• UAE
• Saudi Arabia
• Oman
• Qatar
• Singapore

This shift intentionally reduced install volume and improved revenue efficiency.

4. Intent-Based Messaging & Audience Strategy

Ad copy and audience targeting were rebuilt to filter out low-intent users before they installed.

Key refinements included:

• Positioning the app clearly as a paid, premium security product‍
• Removing misleading “free” implications
• Adding custom keyword-based audience segments aligned with purchase intent
• Reducing reliance on broad in-market segments to avoid trial abuse
  

The goal was not more trials, it was better trials.

5. Paid & Organic Growth Alignment (ASO)

While paid traffic quality improved, organic performance surged, reinforcing overall growth.

Top 10 U.S. Rankings Achieved:

This organic lift strengthened brand authority and supported paid conversions downstream.

5. Paid & Organic Growth Alignment (ASO)

While paid traffic quality improved, organic performance surged, reinforcing overall growth.

Top 10 U.S. Rankings Achieved:

This organic lift strengthened brand authority and supported paid conversions downstream.