Rebuild on Target CPA
Migrated to a Target-CPA App Campaign strategy, activated automated creative and audience optimisation, and shifted budget dynamically toward high-performing signals.
TallyKhata (SureCash) · App Growth · Google App Campaigns · Jul 2020–Mar 2021
Scaled TallyKhata past 1.3M installs while cutting acquisition cost ~30%
TallyKhata is a business accounting and ledger app for Bangladesh's small shop owners. As Google Ads lead I rebuilt its app-install engine on a Target-CPA strategy — delivering rapid, national-scale growth while driving cost per install down to $0.11.
- Role
- Performance Marketing Manager · Google Ads Lead
- Market
- Bangladesh
- Channel
- Google App Campaigns (UAC)
- Window
- Jul 2020 – Mar 2021
Results at a glance
1.3M+New installs in under 7 months
$0.11Average cost per install
$0.09Best CPI — Jan 2021
−30%Cost-per-install reduction
The brand
A ledger app for millions of shopkeepers, chasing scale on a strict CPI
TallyKhata (SureCash) is a business accounting and ledger app built for Bangladesh's small shop owners. The goal was rapid user growth while holding strict cost-per-install targets.
Before this work, CPI ran about 30% higher, media investment was 25% lower, and the app campaigns weren't fully tuned for scale or machine-learning efficiency. The brand needed a step-change in both performance efficiency and volume.
What I set out to do
- Break the growth plateau and unlock national scale
- Hold a strict CPI while dramatically increasing install volume
- Tune campaigns for Google's machine-learning efficiency
- Improve conversion quality, not just raw install counts
- Build a sustainable, repeatable acquisition engine
The approach
A Target-CPA app engine, governed weekly
To deliver aggressive growth with cost control, I moved the account to a Target-CPA app-campaign strategy and let automation scale the highest-performing signals — under tight weekly governance.
Govern for quality & efficiency
Introduced Firebase event tracking to lift conversion quality, ran weekly performance governance to minimise wasted spend, and refreshed creative monthly to sustain install intent.
How efficiency was protected
- Target-CPA bidding to scale within strict cost limits
- Firebase in-app event tracking for conversion quality
- Dynamic budget shifts toward the best-performing signals
- Weekly governance to cut wasted spend
- Monthly creative refresh to sustain engagement and install intent
The creative
App-install campaign creative
Creative refreshed monthly to keep install intent high across a fast-scaling, machine-learning-driven account.
The results
High volume at one of the category's strongest CPIs
| Metric | Result |
|---|---|
| Total spend | $140,270.01 |
| Total impressions | 583,203,382 |
| Total clicks | 6,615,600 |
| Total video views | 12,198,333 |
| Total installs | 1,312,658 |
| Average CPI | $0.11 |
| Best CPI month | $0.09 (Jan 2021) |
Before vs. after
| Metric | Before | My campaign |
|---|---|---|
| Cost per install | +30% higher | $0.11 (~30% drop) |
| Total investment | Significantly lower | +25% (more capital, efficiently used) |
| Installs | Limited scale | 1.3M+ new installs |
With roughly 25% more investment, the account delivered 1.3M+ installs while cutting acquisition cost by about 30%.
I reduced acquisition cost by nearly 30% while scaling app installs above 1.3 million — making TallyKhata a top accounting app for small businesses in Bangladesh.
Mahdi Hasan · Performance Marketing Manager
Execution snapshot
How the engine was run
| Focus | Implementation |
|---|---|
| Campaign type | Google App Campaigns (UAC — Target CPA) |
| Tracking | Firebase in-app conversion events |
| Optimisation | Target CPA with automated creative & audience optimisation |
| Budget approach | Dynamic shifts toward high-performing signals |
| Governance | Weekly performance reviews; monthly creative refresh |
| Reporting | Google Ads optimisation scores & insights |
My role
What I owned
- Led the entire Google Ads app-growth strategy as Google Ads lead
- Migrated the account to a Target-CPA app-campaign model
- Implemented Firebase event tracking for conversion quality
- Ran weekly governance and dynamic budget reallocation
- Scaled installs past 1.3M while driving CPI down month over month
- Built a sustainable performance-growth framework for the product
What I took from it
Key insights
Automation, governed
Target CPA scaled hard, but weekly control is what kept it efficient at volume.
Quality tracking matters
Firebase events improved install quality, not just the raw count.
Budget scales cleanly
25% more spend delivered disproportionate install growth at a lower unit cost.
A repeatable engine
The framework now feeds future revenue campaigns with machine-learning data.
Why this case matters
A high-volume, low-CPI acquisition engine
The work broke TallyKhata's growth plateau and unlocked national scale — expanding its base among small retailers and MSMEs, strengthening its FinTech positioning, and establishing one of the strongest CPIs in the category at scale.
Brand website
www.tallykhata.com ↗