Case studies › Apps & Utilities
A UK app grows downloads in English-speaking markets for 10 months
A UK mobile app promoted app downloads with pop-under ads on PPCmate, reaching 200–250K impressions over 10 months.
Pop-underApp installsGlobalApp developer
200–250Kimpressions
1K+tracked conversions
4 countries10 months running
At a glance
IndustryApps & Utilities
GoalApp installs
Ad formatsPop-under
RegionGlobal
AdvertiserApp developer
The challenge
A UK mobile app wanted more people to see app downloads, in United Kingdom, Australia, Ireland, without a big media budget or a marketing team running it every day.
What they did
- Ran 16 campaigns on Pop-under, split by offer and country.
- Used a fixed price, so every impression cost the same and the budget was fully predictable.
- Capped frequency on 14 of 16 campaigns so the same person didn't see the ad too often.
- Turned on AI optimization on 2 of 16 campaigns to shift budget toward what worked.
Growth over time
Impressions per month
Impressions
Where the audience came from
Impressions by country
United Kingdom100%
Devices
Impressions by device
Mobile · 42%
Desktop · 54%
Tablet · 4%
Best time of day
Hour by hour (UTC)
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Darker = more impressions. Strongest hours (UTC): 9:00, 10:00, 11:00, 20:00.
Ad formats
How the impressions split
~98%of impressions from pop-under · paid per view
Inside PPCmate X
Top campaigns after optimisation
| Campaign | Pricing | Daily budget | Freq. cap | Top country | Device | Impressions | Clicks | CTR | Conversions | Ran | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Campaign 1Pop-under | Max bid CPM | No cap | 1/day | United Kingdom | Desktop | 130–140K | — | — | 700+ | Feb–Jun | |
| Campaign 2Pop-under | Smart CPM | $10/day | 1/day | United Kingdom | Desktop | 110–120K | — | — | 700+ | Jun–Nov | |
| Campaign 3Pop-under | Smart CPM | $5/day | 1/day | Australia | Desktop | 300+ | — | — | 2 | Oct | |
| Campaign 4Pop-under | Smart CPM | $2/day | 1/day | Ireland | Desktop | 100+ | — | — | 1 | Oct–Nov | |
| Campaign 5Push | Fixed CPC | $2/day | 1/day | United Kingdom | Desktop | 11 | — | — | — | Oct |
Example campaign set-up after optimisation. Names and figures are illustrative.
Timeline
10 months on PPCmate, month by month
Feb~11K46 conv.First month
Mar~15K58 conv.
Apr~18K71 conv.
May~19K70 conv.
Jun~25K131 conv.
Jul~24K111 conv.
Aug~28K137 conv.
Sep~32K161 conv.
Oct~36K163 conv.
Nov~37K176 conv.Peak
Illustrative results showing what advertisers can achieve with PPCmate optimisation. Names and figures are examples. Your results depend on your offer, targeting and budget.