Installs are easy. Installs that apply are not.

JawaHR is a recruitment and training app in Saudi Arabia, and in the app world it is genuinely easy to buy downloads. Anyone can spend money and watch the install counter go up. The problem is that most of those installs open the app once and disappear. JawaHR never needed more downloads. It needed the right ones: real job seekers who would actually apply, and it needed them without letting cost per install climb as spend scaled.

That is a harder problem than it sounds, because optimizing for cheap installs and optimizing for quality users usually pull in opposite directions. Push hard for volume and costs creep up while quality drops. The job was to grow installs and improve efficiency at the same time, not trade one for the other.

The “Data-Deep” Google App strategy.

We ran this on Google App Campaigns, but the real edge was never the channel. It was how much the algorithm already knew. Three things made it work.

• Algorithmic maturity
  We have kept JawaHR’s Google App Campaigns running consistently since 2020. That gave Google’s machine learning years of clean signal about who converts, which is an advantage you cannot buy overnight and a competitor cannot shortcut. The account started every campaign smarter than a cold one ever could.
• Deep-funnel value optimization
  We stopped optimizing for installs and started optimizing for what happens after the install. By feeding the algorithm the high-value in-app actions that signal a real job seeker, it learned to go find more people like them. Over the account’s life that has driven 1,860+ high-value in-app actions, not just downloads that go nowhere.
• Hyper-local market targeting
  Finally, we tailored the creative and targeting to Saudi Arabian employment trends, so the ads spoke to the market rather than at it. In a specific labor market, relevance is what makes every riyal of spend work harder.

Cost per install cut nearly in half, from 1.89 SAR to 0.96 SAR.

The efficiency gain was the headline. CPI dropped almost 50%, from a historical average of 1.89 SAR to an optimized 0.96 SAR, even as we scaled. In one recent 30-day window, we drove 3,010 installs on a 2.89K SAR budget. Across the account’s lifetime, the program has delivered 52,800+ installs and 15M+ impressions, all across Search, Play Store, YouTube, and Discover.