Boosting Productivity App Growth: User Acquisition Campaign With Google DV360

Client Overview

Task Flow is a modern productivity app available on macOS, iPad, and iPhone, built for users who manage multiple projects and need structured task management within the Apple ecosystem. The app offers a free tier alongside paid "Plus" subscriptions that unlock advanced features. Facing rising acquisition costs in a saturated task-manager market, Task Flow needed a campaign that would scale quality installs, deepen engagement with core features, and accelerate conversion from free users to paying subscribers.

Campaign Objective

The campaign aimed to expand Task Flow's user base by driving cost-efficient app installs through DV360's premium inventory. Rising competition from established productivity tools had inflated acquisition costs, and the team needed to reverse that trend while maintaining install quality. A 30% reduction in cost per install within three months was set as the primary benchmark.

Converting free users into Plus subscribers represented the revenue outcome the campaign needed to support. Many users installed Task Flow but never activated paid features. The campaign targeted both new user acquisition and re-engagement of existing free users, with a goal of improving Plus subscription conversion rates by 25% through targeted remarketing and feature-specific messaging.

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Audience & Targeting

Custom intent audiences were built around three behavioral profiles. Productivity enthusiasts were identified through browsing patterns related to task management, project planning, and workflow optimization. GTD (Getting Things Done) methodology followers were captured through content consumption signals tied to that specific framework. Apple ecosystem fans formed the third segment, reflecting Task Flow's platform exclusivity on macOS, iPad, and iPhone.

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Platform & Channels

Premium inventory placements ensured that Task Flow's ads appeared in environments associated with productivity, technology, and Apple ecosystem content. App store placements captured users at the moment of highest download intent. Video placements on content related to work efficiency and personal organization provided contextual alignment that reinforced the creative messaging.

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Creative and Formats

Each creative variant spotlighted a specific differentiating feature. Multi-project task management, the built-in focus timer, and the My Task Flow overview screen each received dedicated video and display treatments. This feature-first approach addressed the core challenge identified in the brief: potential users were struggling to see differentiation among productivity tools. Showing the product in use, rather than describing it in abstract terms, gave Task Flow a tangible edge in the ad unit itself.