Career case study
El Jannah: scaling app adoption while reducing the cost of acquisition.
During Ed Jones’s agency career before founding Edify Digital, he worked on app-growth strategy for El Jannah, combining always-on App Campaigns, promotional activity, first-party audiences and AI-driven bidding to grow installs while reducing cost per install.
Career case study — work from Ed Jones’s agency career before founding Edify Digital.
Services: Paid Search & Performance
Results at a glance
More installs at a lower cost.
- 745
- Installs
- August 2025
- 90%
- Installs via App Promotion Campaigns
- 2,706
- App Promotion Campaign installs
The challenge.
Scale app installs in a market dominated by major delivery platforms while maintaining valuable customer behaviour and growing repeat engagement.
Objectives included efficient profitable app growth, a lower CPI, repeat purchases, loyalty and a meaningful revenue role for the app.
The approach.
Always-on App Campaigns
App download extensions
Across Search and Performance Max.
App-exclusive promotional offers
First-party audience retargeting
AI-driven creative rotation
tCPA bidding
App Lifetime Value
Used to inform acquisition targets.
Month by month.
Monthly trend · Installs
- April installs
- 38
- May installs
- 366
- June installs
- 619
- July installs
- 696
- August installs
- 745
Where the installs came from.
2,706
App Promotion Campaigns
90%
257
App Extensions
9%
38
Promotional Campaigns
1%
What the work demonstrated.
The El Jannah work showed how app acquisition becomes more valuable when installs, promotional strategy, repeat behaviour and customer lifetime value are planned as one system rather than separate objectives.
Related services
The services behind this work.
Next step
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