Client: European Dating App (Confidential)
Market: Western Europe
Channels: Mobile
Primary KPI: Registration Conversion
 

The Challenge
 

The dating app space in Western Europe is extremely competitive. Users are used to seeing similar ads everywhere, and getting them to actually complete a registration — not just click — is where most campaigns fall apart.
 

The client was already investing in programmatic, but CPA was inconsistent and creeping up. The goal was clear: bring acquisition costs down without hurting volume.
 

Our Approach
 

We started by simplifying things and focusing on what was actually driving registrations.
 

Smarter Geo Allocation

Instead of spreading budget evenly across Western Europe, we leaned into markets that were already showing stronger intent — like Germany, France, and the Nordics — and reduced exposure in areas that weren’t converting as well.
 

Budgets were adjusted continuously based on real registration data, not just traffic.
 

Cleaning Up Mobile Traffic

Since this was a fully mobile campaign, traffic quality made a huge difference.
 

We quickly identified patterns in underperforming traffic and filtered aggressively:
 

• Outdated mobile OS versions

• Low-quality browsers

• Placements with high drop-off before registration
   

At the same time, we prioritized environments where users were more likely to complete the full sign-up flow.
 

Creative That Felt Native to Dating Users

Generic dating ads just don’t work anymore.
 

We tested different creative directions — some more lifestyle-driven, others more direct and benefit-focused. Messaging and tone were adjusted depending on the market, since user expectations vary across Western Europe.
 

The key was simple: keep what drives registrations, cut what doesn’t — fast.
 

The Optimization Phase
 

This wasn’t an overnight improvement. We continuously refined the campaign — adjusting geo distribution, tightening traffic quality, and rotating creatives based on actual registration performance.
 

The 46.2​ CPA decrease shown in the screenshots reflects a one-month performance snapshot, after this ongoing optimization work.

The Results

• 46.2 reduction in CPA 

• More stable and predictable mobile acquisition costs

• Maintained volume while improving efficiency
   

Why It Worked
 

We didn’t overcomplicate it.

We focused on better traffic, better markets, and better creatives — all aligned around one thing: getting users to actually register on mobile.

That’s what made the difference.

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