Subscribers who actually watch.
Challenge
The client needed volume around big matches — UEFA games, Premier League weekends, and derbies — without CPI spiking. Their Meta-and-Google-only setup couldn’t deliver when the games were on.
Solution
Build the plan around the games, not the platforms — using different channels before, during, and after kickoff, with goals shifted from installs to real signups and first streams.
A sports streaming app was running ads only on Meta and Google. The installs were good quality, but the setup couldn’t bring in enough of them around the biggest matches. Sports fans don’t care about ad channels; they care about matches — so the plan needed to be built around the games.
$1.75
Cost per install — down from $2.80, 38% cheaper
2.1×
More installs during big matches than before
$4.10
Cost per signup — down from $7.20, target hit

ABOUT THE CLIENT

Loyal fans, but no way to reach them at the right moment

A sports streaming app with a loyal fanbase was running ads only on Meta and Google. Quality was fine; volume around marquee matches was not. Each channel needed a distinct job, and the price paid had to change with the moment.

SOLVING ADVERTISING CHALLENGES TOGETHER

Not enough installs when it mattered most

The client needed lots of installs around big matches — UEFA games, Premier League weekends, and big derbies — without paying way more for each one, and their two-channel setup simply couldn’t deliver the volume when the games were on.

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WHAT WE DID

A plan built around the match calendar

  • Before the match — TikTok and Unity showed highlight clips 2–3 days before kickoff to build excitement.
  • At kickoff — Meta and Apple Search Ads caught people right when they wanted to watch the game.
  • After the match — Follow-up ads brought back people who saw highlights but hadn’t installed yet.
  • Smarter goals — The ad platforms were told to chase real signups and first streams, not just installs.
  • Different ads per channel — Highlight reels on TikTok, sports games on Unity, and match-specific cards on Meta.

RESULTS THAT EXCEEDED EXPECTATIONS

Monthly installs by channel

TikTok and Unity grew month by month around big matches while Meta and Google stayed steady — lifting total installs from 18K to 67K in six months, cutting CPI by 38%, and hitting the cost-per-signup target.

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"We had the fans — they’re loyal. What we didn’t have was a way to reach more of them right when they wanted to subscribe. Roigen built the plan around our matches, not around the ad platforms."

— Client, Head of Growth

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