Real-Money Gaming
Ad copy that cut cost-per-install for a gaming app
-34%
Cost per install
Khiladi Adda
- 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% |
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?
Have a project? Let's talk.
Whether it's organic growth, performance, AI workflows, or a product you need built — start with a conversation.