Tiimo · B2C · visual planner for ADHD
Use Meta for broad audiences and Apple Search Ads for 'ADHD planner' searches
ASA up to 50% cheaper per trial; ADHD-identifying users convert 3x
Workedapple-search-adspaid-socialpositioning-niche
What they did
Two core personas: the 'juggling multitasker' (neurotypical, busy with family/work/social life) and the neurodivergent user struggling with executive function (time blindness, task initiation, prioritization). Meta is the volume driver and takes the majority of spend: the broadest pool, with sub-variants (parent, office worker) per ad set. Apple Search Ads (~30% of spend) is the efficiency driver for high-intent keywords like 'ADHD planner' and 'ADHD app', reaching the neurodivergent persona, who converts 3x better. ADHD messaging is also tested on Meta.
What happened
Apple Search Ads is up to 50% cheaper per install and per converted trial; neurodivergent-identifying users convert 3x as well as others.
- Stage
- growth
“we have Meta on one side, and this is really where we spend the majority of our budget, because you have also the the broadest audience”
“we have a higher chance to get them through those kind of very specific keywords like ADHD planner or I don't know, um ADHD app”
“30% of my spend is on this efficiency driver because it is efficient, and you can get super targeted”
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- Tiimo: Post 1-2 App Store in-app events a month and keep nominating your app to AppleApple's editors started asking for promo artwork; part of the path to App of the Year 2025
- Tiimo: Watch WWDC as a team and build the new Apple features by SeptemberCompany says it got Apple's attention; no numbers
- Tiimo: Pick one number, tasks done on day one, and rank every feature by itCompany says it helped them focus; no numbers
- Tiimo: In onboarding, let people add things they already do daily, like brushing teethMore tasks created; company says it helped
- Tiimo: Send reminders about the exact tasks people chose during signupPart of a set of changes the company says helped; no numbers
- Tiimo: Celebrate finished tasks with confetti and streaks so progress feels realHelped quite a bit in recent months, per the company; no numbers
- Tiimo: Add a 3x-priced tier with expert courses and body doublingHurt growth numbers; parked to refocus on the planner
- Tiimo: Shut down a weak Android app, then rebuild it properly when you canFreed team time; a rebuilt Android app relaunched and is catching up to iOS
- Tiimo: Remove a feature only a few power users love if it slows buildingUnpopular with those users; built a close substitute
- Tiimo: Keep blended cost per customer under about $10.50 and check it weeklyKeeps paid growth profitable; cut brand spend like influencers
- Tiimo: Spend a lot on influencer marketing while testing many thingsBuilt brand more than revenue; now only done carefully under the cost cap
- Tiimo: Run one Meta campaign per country, broad targeting, one ad set per creative themeBetter cost control, per the company; no numbers
- Tiimo: When a winning ad tires, test its message and its look separatelyThe clean Apple-like look, not the laundry message, drove the win
- Tiimo: Put your App of the Year badge everywhere: ads, screenshots, banners
- Show the paywall before asking people to sign upSales up 52%; 60% had been dropping off at sign-up
- App Masters: Label sign-in buttons 'Continue with' instead of 'Sign up with'10% better in the host's A/B test
- Play your app's sounds during onboarding if the app is immersiveHost says it usually lifts conversion; no numbers