Gigfalcon is a map-based freelance platform that connects buyers with local or remote service providers across the United States. Unlike traditional marketplaces, Gigfalcon lets users discover freelancers visually through an interactive map, helping them find trusted professionals nearby or based on specific preferences. They partnered with Roveir to design and execute a Meta Ads strategy focused on driving app installs and user signups. The goal was to attract more buyers to the platform, strengthen local engagement, and create a clear path from discovery to service purchase while the provider network was already active.

Our Process

Step 1

Discovery

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Our first step was to understand Gigfalcon’s dual-sided model and unique positioning within the freelance marketplace ecosystem. While supply (service providers) was already strong, the key growth lever lay in activating buyer-side demand. We identified the main goals as:

  • Increasing app downloads on both iOS and Google Play
  • Attracting buyers seeking local services
  • Testing creative messaging that highlights proximity and trust

This foundation guided how we approached targeting, creative testing, and funnel design.

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Step 2

Market Research

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We analyzed audience behavior within the U.S. freelance market, focusing on users who prefer localized, verified services over global gig platforms. Key insights included:

  • Small business owners actively seek local freelancers for convenience and reliability.
  • Users are motivated by trust signals such as map visibility and U.S.-based verification.
  • Meta remains one of the strongest discovery channels for freelance and service-based platforms.

Based on this, we segmented two initial audiences:

  1. Primary audience: U.S.-based small business owners.
  2. Secondary audience: Broader industries (e.g., design, repair, admin, marketing) to identify high-converting verticals.

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Step 3

Meta Ads Campaign Strategy

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Roveir designed a Meta campaign structure optimized for app installs and user acquisition across both iOS and Android.

  • Campaign setup: ad sets for the App Store and for Google Play, each testing unique combinations of creatives and CTAs.
  • Ad format mix: Static images showcasing the map-based discovery feature as well as targeting key pain points that might come across building a team/hiring.
  • Messaging focus:
    • “Scale Your Team Instantly”
    • “Hire Help In Minutes”
    • “Finish Projects Faster, Save Money”

We paired each ad with direct download links to ensure a seamless conversion flow.

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Step 4

Launch Strategy

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The campaign launched in phased waves to measure audience responsiveness and cost efficiency:

  • Phase 1: Test phase targeting small business owners to establish benchmark install costs and CTRs.
  • Phase 2: Expand to broader industries based on early performance insights.
  • Phase 3: Refine creative direction to double down on top-performing verticals and geo-locations.

We continuously monitored install-to-signup ratios to optimize conversion quality beyond downloads.

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Step 5

Next Steps

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With early traction from Meta driving consistent installs, the next phase will focus on:

  • Introducing lookalike audiences based on engaged buyers.
  • Expanding regional targeting to test high-demand metro areas.
  • Launching retargeting ads to convert passive browsers into active buyers.

By continuing to blend localized messaging with data-backed audience insights, Gigfalcon is well positioned to scale its buyer base and strengthen its marketplace network.

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Results

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