4x increase in app downloads and an 40% decrease in acquisition costs

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The Brief

Poppy Seed Health (PSH) is an app that connects parents to doulas and nurses. PSH contacted CFD to increase app installations and decrease acquisition costs through Facebook and Google Ads.


On Facebook, we ran a traffic campaign with a landing page view optimization, as the company didn’t wish to use Meta Pixel or Facebook SDK. This was a choice made in compliance with data privacy. The account structure contained a top of the funnel campaign and a middle of the funnel campaign, targeting visitors who didn’t register or click on the ‘Download App’ button. The top of the funnel campaign had 1 interest per ad set which allowed us to identify the best performing audiences clearly. We tested multiple ad creatives during the process.

On Google, we launched a new Android install campaign, a search campaign containing all brand-related keywords and another search campaign for all service-related keywords. The campaign with service-related keywords had ad groups for pregnancy, nurses, miscarriage, breastfeeding and baby products. 

Prior to CFD’s work on the account, Poppy Seed Health experienced challenges  with their iOS app install campaign. The iOS campaigns were not delivering or getting impressions. We created a new iOS app install campaign and implemented a target cost per installation to ensure the campaign was getting impressions and clicks.

As we continued to optimize, we began to identify the best creatives from our robust stockpile of images and videos. We scaled our best performing creatives, audiences and ad copy combinations and also launched a retargeting campaign. 


The search campaigns had an average CTR of between 2.80% and 7%. The cost per conversion was between $5 – $8 for search campaigns. For the Android install campaign, we recorded a cost per install of $3.73 which was much lower than the CPI of $6-$7 that was in place when we took over the account.

On Facebook, we recorded a cost per landing page view of as low as $0.66.

We also discovered the best performing creatives for future use and scaling.

In general, we increased the number of Poppy Seed Health users 4x within 6 months and decreased acquisition costs by 40% from previous ads.

"Since October, we've nearly 4x increased our membership base, incredible results! And many, many learnings."
Poppy Seed Health