Driving App Installs and Signups for a Digital Payment Brand through High-Intent Performance Marketing
CPA reduced
₹230 to ₹169
Improved CPA limits
Installs
22,700
3-month installs
ROI platforms
Higher ROI
Channel testing
Contents
Introduction
A leading fintech brand in the digital payments space, offering seamless, next-gen transaction solutions, aimed to acquire new users and app installs through a precision-driven performance campaign. Competing with notable players like 7 Ring and IDFC Firstap, the brand sought to establish a foothold in India's metro markets.
Objective
The primary marketing objective was to drive user signups and app installs through highly optimized digital performance ads. The business goal focused on generating traffic and maximizing ROAS from tier-1 urban centers.
Target Audience
- Demographics: Males and females aged 18–49, primarily focused on the 18–35 cohort from mid to high-income backgrounds.
- Psychographics: Digitally-savvy urban professionals seeking smarter, faster, and more secure ways to manage payments and finances.
- Media habits: Heavy users of social media, mobile-first, app download-prone, responsive to utility-driven messaging and mobile ad formats.
Geography
The campaign targeted India's top 7 metro cities: Delhi, Mumbai, Bangalore, Hyderabad, Pune, Gurgaon, and Chennai.
Challenge
Breaking through the clutter of digital-first fintech competitors and efficiently optimizing for signups and app installs in high CAC categories was a key hurdle. The brand also sought to drive performance within strict CPA limits
Approach
- Precision targeting: Focused on18–35 age group with interests in fintech, e-wallets, and personal finance.
- Geographic segmentation: Budget and delivery focused exclusively on India's top performing urban hubs.
- Continuous optimization: Weekly efficiency checks to refine creatives, placements, and channel-wise allocation based on performance.
- Performance measurement: Hard KPIs like CPA and app installs tracked alongside soft engagement metrics.
Solution
Platform | Targeting Leveraged | Role in Campaign |
Meta (FB/IG) | Age, city, interest, device | Driving app installs and retargeting via Lookalikes |
Google UAC | OS, behavior, geo, device | Intent-based traffic + Play Store optimization |
Programmatic DSP | Income, app behavior, metro cities | Scale reach across premium inventory with ROAS focus |
Results
- Improved CPA targets from ₹230 to below ₹169
- App installs expected to cross 22,700 in 3-month period
- Continuous channel testing introduced higher ROI platforms
The campaign successfully established a scalable funnel for NeoZap, optimizing user acquisition across high-LTV cities and devices.
Campaign Execution
- Creatives: Static images for app performance ads
- Campaign Duration: 30 days (April 2025)
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