Channel Concentration
One CPM spike or algorithm change on TikTok or Meta could hit the whole plan.
How a rewarded health app got 47% more paid installs in 8 weeks by scaling AppLovin and Google Ads nearly 10X
New channels. More scale.
+47%paid installs
52%AppLovin + Google share of spend
~2XGoogle Ads installs
In just two months, Admiral Media launched AppLovin from scratch and unlocked a new growth lever on Google Ads
Head of Growth @Rewarded health app
Two-thirds of the budget sat on TikTok and Meta
Our client, a rewarded health app, ran two-thirds of its paid budget on Meta and TikTok. In August 2026 it brought in Admiral to find growth beyond social.
Diminishing Returns
More social budget would have raised CPIs and saturated the same audiences.
Untapped Inventory
AppLovin untested. Google Ads under 10% of spend, almost all Search. YouTube untouched.
We built two new channels instead of pushing social harder
Launching AppLovin on ad ROAS
We launched AppLovin in selected EU markets, optimizing for ad ROAS over cheap installs. Interactive end-card videos led performance.
Opening up video inventory on Google Ads
Campaigns leaned heavily on Search, so we added video-only campaigns to reach YouTube and
video users.
A cross-network creative loop
New creatives were tested on AppLovin, and winners moved into Google, keeping both networks stocked with proven assets.
AppLovin and Google Ads:
9% to 52% of spend in 8 weeks
Spend on the two channels grew almost 10X, and paid installs increased by 47%.
~2X
Google Ads installs
Google Ads installs#1Channel by Spend: AppLovin
Channel by Spend: AppLovin- AppLovin
- Google Ads
- Meta
- TikTok
- Apple Ads
- Other
Swipe or use the arrow keys to see all months
Paid spend vs. July total (July = 1.0X)
2.0X1.5X1.0X0.5X0.0X
1.64XSep, 2026
Other: Snapchat, Unity, Moloco. Source: Adjust, paid channels, Jul-Sep 2026.
What other apps can take from this
Diversify before social plateaus
Test new networks while your core channels still perform, with enough budget for each campaign to exit the learning phase.
Match the network to your users’ motivation
If your app rewards users, test AppLovin early. Its audience already looks for ways to earn, so reward-led messaging lands naturally.
Optimize for how you make money
If you earn through in-app ads, optimize for ad ROAS, not installs. On Google, run video-only campaigns separately so Search doesn’t absorb the budget.
Is AppLovin worth testing for your app?
We’ll show you where new networks could add scale.
Channel strategy, full-funnel media execution and creative production, Admiral Media handles all three.
150+Apps Scaled
$500M+Ad Spend Managed
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