Scaled App Store installs 23% while cutting cost per install 22%
Adsynth rebuilt a budget-capped Apple Search Ads account around match-type discipline — scaling acquisition volume and lowering blended cost at the same time.
Bob Shop's Apple Search Ads account was stuck in a structural trap: its highest-intent brand terms were budget-capped — leaving active App Store demand uncaptured — while competitor and generic campaigns bled spend on broad-match queries with no install intent.
Broad-match leakage was quietly draining budget on unrelated banking and logistics searches every month, undermining the efficiency of the whole account.
Uncapped high-intent brand bids
Raised the brand daily cap so the campaign could absorb all direct organic demand instead of throttling it — capturing volume without inflating brand CPI.
Isolated match types
Separated exact-match from broad/search ad groups so the algorithm could no longer match high-value budget against low-intent queries.
Strict exact negatives
Established structural negative-keyword safeguards on exploration ad groups, eliminating broad-match waste at the source.
Strict, structure-first management proved Bob Shop could scale acquisition volume and drive down cost at the same time. Monthly installs grew by more than 190 users while blended acquisition cost fell from $1.41 to $1.10.
Budget leakage on non-converting queries was eliminated entirely, and the brand campaign held a highly efficient $0.77 CPI even as volume climbed — evidence of a tightly optimized funnel rather than spend-to-grow.
“Structure-first management scaled volume and cut cost at the same time — the funnel got bigger and cheaper in the same 90 days.”
