How a Pet Health App Cut Costs and Increased High-Intent Users

830+

In-App Registrations

-80%

Cost Per Result

$1.47

Cost Per Registration

The Challenge

The client originally preferred focusing ads only on English-speaking countries, hoping it would attract higher-quality users.

While this did bring in steady installs, the costs were a bit higher than we’d normally expect for a subscription app.

Since we were still optimizing for installs, Meta had limited signals to find people who would actually engage, and without in-app event tracking, we couldn’t guide the algorithm toward more valuable actions.

Creative testing was also still in early stages.

As their trusted Meta Ads agency, we moved forward with the client’s initial approach and monitored everything closely.

This ensured we gathered enough data to make informed, collaborative decisions about future optimization opportunities.

Our Solution

Once initial data confirmed the limitations of the narrow targeting strategy, we shifted the account into a more scalable and efficient structure:

1. Switched Optimization to In-App Registration

Instead of optimizing for installs, we optimized for in-app registration, a far stronger signal of user value.

This gave Meta higher-quality conversion data and improved downstream performance.

After achieving exceptional in-app registration volume at an efficient cost, we then advanced optimization toward trial starts.

Despite Black Friday season driving up auction prices, trial-start performance has remained strong and cost-efficient, signaling high user intent and healthy scaling potential.

2. Expanded Targeting to Worldwide

We broadened reach to global targeting, giving the algorithm the widest possible auction to reduce costs and identify high-intent users.

3. Introduced New Creative Concepts

We deployed a batch of new creatives, including:

UGC-style videos
Research-based creatives
Metaphoric ad copy
Simple, high-contrast mobile-native designs

‍

By optimizing for in-app registrations, improving our creative testing, and refining our paid ads services, we strengthened the signals Meta needed to find higher-quality users.

These adjustments allowed our user acquisition services to work far more efficiently and deliver users who were genuinely interested in the app.

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Results

After restructuring the campaigns, performance improved dramatically:

Acquisition Metrics

838 in-app registrations at just $1.47 each
134 trial starts
1,527 installs for the app install campaign alone
Over 2.3M impressions and 970K+ completed events

Business Impact

Once the new strategy went live, Meta’s delivery quickly stabilized and began scaling more efficiently than before.

Instead of just bringing in casual installers, our campaigns started attracting users who genuinely engaged with the app, people completing registrations, starting trials, and interacting with the product in a meaningful way.

Cost efficiency improved across every stage of the funnel as Meta received better optimization signals.

This allowed the algorithm to consistently find stronger audiences at a lower price.

The expanded creative library also played a major role; by introducing new formats and styles, CTR increased noticeably while CPMs dropped, giving the client far more value for every dollar spent.

What started as a campaign focused on basic install volume evolved into a system built for long-term, subscription-driven growth.

In short, the app wasn’t just getting downloaded, it was finally getting discovered by the right users.

These results shifted the account from simply generating installs to generating meaningful subscription-driven growth.

“The difference was night and day. Once the team shifted us to in-app event optimization and expanded our targeting strategy, our costs dropped dramatically and the quality of users improved immediately. We’re finally seeing the kind of results we hoped for.”

Di M.

Pet Health App

Conclusion

By shifting from limited, install-focused targeting to a global, in-app-event strategy paired with fresh creative, we helped the client dramatically reduce acquisition costs and attract far more engaged users.

It was a collaborative process that turned their early traction into meaningful, scalable growth.

As a leading app growth agency offering comprehensive mobile app marketing services, Strataigize Marketing specializes in helping great products get the visibility they deserve.

If you’re looking to drive better performance, improve user quality, and scale efficiently, we can help you turn your goals into measurable results, just like we did here.

Want better app users for less?

Book a Call

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