Ad copy that cut cost-per-install for a gaming app
- Industry
- Real-Money Gaming
- Timeline
- 6 months
- Budget
- ₹40L+ media
- Services
- Ad Copy, Performance, Creative Testing
Khiladi Adda was scaling spend while CPI crept up and creative fatigued fast. In a heavily policy-restricted category, the usual aggressive hooks weren't an option.
The constraints
- Strict ad-policy limits on real-money gaming.
- Creative burning out within days at scale.
- Pressure to grow installs without blowing up CPI.
The strategy
Make copy a system, not a guess. Build a compliant hook library and run a disciplined weekly testing matrix so winners replaced losers before fatigue hit.
The execution
- 01Built a hook library of compliant, emotion-led angles.
- 02Ran a weekly variant-testing matrix across Google and Meta.
- 03Tightened message-match between ad and landing page.
- 04Killed fatigued creative on a fixed cadence, not on vibes.
The results
| KPI | Before | After | Change |
|---|---|---|---|
| Cost per install | ₹118 | ₹78 | -34% |
| Install volume / mo | 21K | 46K | +120% |
| Ad CTR | 1.3% | 2.1% | +61% |
| Creative lifespan | 3 days | 9 days | +200% |
How this was measured:figures come from the client's own analytics — Google Analytics 4, Google Search Console, and the relevant ad-platform dashboards — tracked over 6 months. Before/after windows are like-for-like.
Key learnings
The hook mattered more than the offer, and the volume of compliant variants is what actually beat fatigue. Systematise creation or the account stalls.
He turned our ad copy into a machine. We finally scaled installs without watching CPI run away.
Want results like this?
Questions, answered
- What results did Khiladi Adda achieve?
- -34% Cost per install. Cost per install: ₹118 → ₹78 (-34%); Install volume / mo: 21K → 46K (+120%); Ad CTR: 1.3% → 2.1% (+61%).
- How long did the Real-Money Gaming project take?
- 6 months. Budget: ₹40L+ media.
- Which services were used for Khiladi Adda?
- Ad Copy, Performance, Creative Testing.
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