In early 2024, we got a client who was previously working with an in-house media buyer but was dissatisfied with the results.
We typically avoid taking over ad campaigns from previous media buyers because the segmentation is often poor, requiring us to start from scratch. However, in this case, the client's in-house media buyer had done excellent segmentation work.
Here's what we accomplished in brief:
- Conducted a comprehensive audit of the project
- Analyzed existing ad campaigns that were generating only 0-4 conversions daily
- Transferred select ad campaigns to an external DSP to leverage our media buying expertise
- Revitalized "dead" segments to deliver 100+ daily conversions
The initial setup was as follows:
Ad network: Adsterra (which we highly recommend)
Ad format: Popunder
Vertical: VPN (though the principles apply equally to dating/adult/software/gambling—optimization is ultimately a numbers game)
Initially, client’s mediabuyer achieved 30+ conversions daily, but after methodically blocking unprofitable sources and manually adjusting bids, he ended up with just $2 daily spend and 0-4 conversions. This appeared to be a failed segment—but we saw potential.
The target KPI: keep installation cost below $4.
Our approach:
- We migrated all blacklisted zone IDs and bids to a white-label DSP solution, enhanced with our proprietary tools via API
- We reactivated the segments using our specialized tools
The results:
- Week 1: Warm-up phase—our algorithms searched for ways to revive segments with minimal impressions and conversions
- Week 2: Our algorithms identified scaling opportunities, increasing conversions to 38-53 daily
- By Week 4: Conversions reached 51-144 daily
What about the cost per acquisition (CPA)?
- Week 1: CPA remained under $4
- Week 4 and beyond: CPA consistently stayed below $4
As for CPM, it increased 16x while maintaining the same CPA.
How did we achieve this?
That's the advantage of our expertise.