App install campaigns AU — Surge C4
A tactical framework for high-volume, efficient app acquisition across Google, Meta and programmatic channels in Australia.
- Focus: CPI reduction, scale, and quality (D0–D7 engagement)
- Channels: Google UAC, Meta app campaigns, programmatic mobile DSPs
- Metrics: Installs, cost per install (CPI), 7-day retention, ROAS
Strategy & audience
Surge C4 blends aggressive early-budget testing with segmented audiences and creative envelopes to find scalable pockets in AU markets (metro + regional splits).
Audience layers
- High-intent lookalikes (LTV seed)
- Interest clusters + contextual
- Retention-focused cohorts (day 1 & day 7)
Creative & messaging
Split-test 6 creative variants per audience: demo, feature-highlights, social proof, short gameplay, motion-thumbnail, and deep-link CTA. Localize messaging (AUS English) and assets for major cities.
- Aspect ratios: 9:16, 4:5, 1:1
- CTAs: "Install", "Try free", "Play now" with deep-linking
Bidding, budgets & measurement
Surge phases: discover (7–10 days), scale (14–30 days), optimise (ongoing). Use automated bidding with CPI/ROAS targets and layer constraints on fleet-level spend.
- Start with broad automated bids, tighten by top-performing audiences
- Incremental budget ramp (30% daily max)
- Measure with event-based LTV and MMP reconciliations
Case studies
Selected AU examples — anonymised performance metrics illustrating Surge C4 outcomes.
Result: 42% lower CPI vs prior quarter, 28% uplift in D7 retention. Channel mix: 55% Google UAC, 35% Meta, 10% programmatic.
- Scaled installs: +120k in 30 days
- Average CPI: AUD 0.92
Result: Improved quality installs; 35% higher activation rate from targeted lookalikes. Programmatic filled off-peak supply without CPI creep.
- Scaled paying users: +18k in 60 days
- Average CPA (first deposit): AUD 12.40
Result: Balanced CPI with long-term value focus; automated bidding paired with creative refreshes reduced churn.
- 7-day retention improvement: +14%
- Reach extension via programmatic: +30% unique users
Implementation checklist
- Set up MMP and conversion events
- Seed audiences with highest LTV users
- Deploy 6 creatives per audience
- Enable automated CPI/ROAS bidding
- Monitor D0–D7 cohort metrics
Ready to scale app installs in Australia?
Peakwaveau helps mobile teams design and run Surge C4 launches with clear measurement and tight execution.