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:Brand Awareness (Top of Funnel): Positioning Saga as a category leaderPerformance (Mid-Funnel): Driving installs based on intent-led search behaviorFeature-Based Campaigns: Highlighting specific use cases like AI workoutsRetargeting & Expansion: Re-engaging users and testing broader match typesTo 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: Optimized campaigns based on CPI and early conversion behaviorReallocated budget toward high-performing ad groups (e.g. Saga brand keywords)Scaled campaigns showing early traction - like our brand awareness campaign, which drove installs at $7.54 CPI.Maintained daily check-ins and aligned regularly with Saga’s internal team to keep performance goals sharp and flexible‍