Consumer app & TikTok Ads

Making TikTok a repeatable growth channel for the app

The product had traction on other networks, but TikTok was under-tested: a few polished ads looked like TV spots and died in the feed. The team needed volume at the top of the funnel without sacrificing downstream trial quality—optimization had to speak the language of in-app events, not just clicks.

We stood up TikTok Ads with MMP / SDK events verified end-to-end—install, registration, trial start. Creative production shifted to native patterns: hook in the first second, problem → demo → CTA, lo-fi creator energy where brand guidelines allowed. Spark Ads amplified organic winners so social proof lived inside the ad unit. Broad targeting plus strong creative let the algorithm explore; exclusions protected markets where the app wasn’t ready.

Iteration cycles were short: kill losers fast, clone structure of winners with new hooks. App store pages and post-click onboarding were aligned with ad promises so drop-off didn’t erase media efficiency.