We began by assessing Saga’s existing Google campaigns: identifying what had worked, what hadn’t and what needed to scale. While the team had tested performance marketing internally, managing multiple campaigns simultaneously while optimizing for results proved difficult to balance with aggressive growth goals.
We aligned on a core objective: reduce cost-per-install while expanding reach and preparing the groundwork for long-term retention through in-app engagement.
We focused on US-based users who are at the start of their fitness journey, especially those looking for AI-generated workouts, gym alternatives, or structured coaching. We analyzed trends across similar competitors and studied how users were engaging with Saga’s features (like trial workouts and gym plans) to inform future segmentation and messaging. In addition, we also benchmarked CPC, CPI, and CPA targets based on industry averages to establish realistic growth milestones.
We rolled out four distinct keyword-based campaigns focused on:
To drive momentum early, we temporarily raised the target CPA to give the algorithm enough data, then progressively brought it down, with future plans to lower it further as performance is stabilized. This approach has helped us exit the learning phase and unlock broader targeting across audience segments.
Once live, our focus shifted to constant iteration:
With a strong install foundation and solid campaign performance, we’re moving into the next phase:
Saga’s multi-campaign launch drove strong early traction. With over 1,200 installs in just 14 days, engagement and search intent confirmed product interest and growth potential.
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