The Challenge

Xeropan, a new language-learning app, wanted to launch internationally against big-name competitors like Duolingo. Their freemium model relied on converting free users into paying subscribers, which meant campaigns needed to deliver both reach and efficiency. The challenge was finding a cost-effective way to acquire high-value users at scale while proving that paid campaigns could deliver sustainable ROI.

The Approach

MarketingLens built a 12-month growth strategy focused on sustainable performance:

• App-Focused Google Ads: Made Google Ads the primary acquisition channel alongside App Store optimisation.

• Measurement Framework: Set up tracking systems to evaluate campaign performance against revenue outcomes.

• User-Centred Optimisation: Continuously refined campaigns to attract users most likely to convert into paying subscribers.

• Scalable Growth Model: Balanced short-term wins with a long-term path to sustainable ROI.

The Results

The strategy delivered exceptional returns:

• 2x ROAS in the first month, doubling the client’s investment and proving the model worked right from launch.

• 14x ROAS by the twelfth month, showing that sustained optimisation turned early wins into exponential growth.

• 6.7% cost-to-revenue ratio, demonstrating that the campaigns were scalable and highly profitable.

Paid media became a reliable engine for subscriber growth, giving the app the momentum it needed to compete with established players. What started as a high-risk launch quickly evolved into a profitable international business with every ad dollar working harder month after month.