Super Unlimited · B2C · free VPN app
Buy search ads in Apple and Google stores only where the return holds up
Spend capped by ROAS; some cannibalization of organic installs accepted
Unknownapple-search-adspaid-search
What they did
Only paid channel is Apple and Google search ads. Bids on specific keywords (beyond 'VPN') and specific markets, partly for brand defense; ROAS watched closely with a ceiling on spend. Uses extra push in countries where it isn't #1 yet (e.g. Android outside the US).
What happened
Guest notes ads sometimes cannibalize organic installs; no results shared.
In their words
Sub Club by RevenueCat · How the World's #1 VPN App Reached 1 Billion Downloads – Tanuj Chatterjee, Super Unlimited“Well, Apple and Google, it's for search ads”
“We focus on specific keywords, specific markets where we spend dollars on, and we look into the ROAS very carefully, and you can't go beyond a certain amount. We also see sometimes some of these ads will cannibalize our organic channels anyway”
Related topics
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