Challenge
NTM, short for News That Matters, needed to scale app installs quickly across India without losing cost efficiency. As a clutter-free news aggregation app sourcing updates from 1,200+ verified publishers, the challenge was to generate large install volume while still attracting users likely to trust the platform and stay engaged after download.
Strategy / what we did
Built for install volume at scale
We deployed Google App Campaigns optimized specifically for installs, giving the account the reach it needed to grow quickly across India while still maintaining a disciplined acquisition cost.
Positioned around relevance and trust
The creative and messaging leaned into two big levers: instant breaking-news utility and the credibility that comes from sourcing content from more than 1,200 trusted news publishers.
- Deployed Google App Campaigns optimized for install growth at scale.
- Structured campaigns to balance high volume with CPI control.
- Used breaking-news positioning to appeal to high-intent users.
- Highlighted 1,200+ verified news sources to reinforce credibility and trust.
Execution breakdown
Google App Campaign setup
The account was built for install-led performance, allowing Google to distribute across relevant inventory while optimising toward efficient user acquisition.
Creative angle development
We used fast-news hooks, market-focused messaging, and trust-building source claims to create ad creatives that felt both timely and credible.
Scale plus CPI optimisation
The campaign was shaped to keep installs flowing while controlling cost per install, producing strong spend efficiency even as volume increased.
Key metrics / outcomes
The campaign delivered exactly what the growth brief demanded: large-scale app acquisition with disciplined costs. Instead of sacrificing efficiency to chase download volume, NTM was able to grow installs aggressively while holding a CPI that stayed highly competitive for the category.
- Scaled installs nationally across India without losing cost control.
- Generated meaningful app-user growth for a fast-moving news product.
- Balanced growth volume with CPI discipline instead of overpaying for installs.
- Turned trust-led messaging into a more efficient acquisition engine.
Timeline / deliverables
How the work was structured
Growth brief and positioning
Clarified the install-scaling target and aligned campaign positioning around fast, reliable, clutter-free news consumption.
Campaign and creative launch
Deployed Google App Campaigns with creatives that emphasized speed, relevance, market snapshots, and trusted sourcing.
Scale and CPI refinement
Optimised for a balance of install volume and cost efficiency, keeping CPI low while sustaining high download momentum.
Core deliverables
Everything was designed to make the app feel timely, credible, and easy to install at scale.
Google App Campaign launch
Install-focused setup engineered to drive scale across India's mobile audience.
Trust-led app acquisition creatives
Creative angle built around breaking-news utility and 1,200+ verified sources.
Scale and CPI balancing
Campaign tuning focused on keeping installs high without letting costs drift.
Proof / dashboard snapshot
Google Ads install dashboard
The dashboard supports the core acquisition story directly: 17K conversions, Rs 5.11 cost per conversion, Rs 0.37 average CPC, and roughly Rs 87.1K total spend.
Creative samples used to drive installs
The creative set combined speed, market relevance, and trust cues to persuade users that NTM was a useful daily habit rather than just another news app.
The campaign was clearly configured to push app downloads, with the dashboard showing strong conversion volume at a highly efficient CPI.
The creatives reinforce NTM's positioning as a concise, reliable news source powered by a large network of verified publishers.
The proof set supports the main commercial win: NTM grew aggressively without paying an inflated price for each new install.