Challenge
Nemo Money is an investing app designed to help users grow their wealth with ease. It offers commission-free trading, personalized insights powered by AI, and themed investment ideas tailored to your financial goals, making it simple to start, learn, and invest with confidence.
Four main goals were set:
- Reduce Cost Per Deposit;
- Scale paid media channels campaigns efficiently on Meta, Apple, and Google Ads;
- Acquire new paying users in the Middle East;
- Improve creative quality and performance.
Solution
The strategy was:
- Resolve IOS attribution issues that were driving high CPAs;
- Navigate user hesitation due to recession - related news impacting investment behavior;
- Integrate localized payment methods to improve conversion across key markets;
- Address ad rejections and implement creative localization strategies;
- Leverage data from Amplitude, MMP, and Google UI to inform performance decisions.
User Acquisition
The case study period covers January to July 2025, with acquisition efforts running on Meta, Google, and Apple Ads.
Campaigns targeted Nigeria, the United Arab Emirates, Qatar, Kuwait, and Saudi Arabia, reaching male and female users aged 25–44.
Cost of In-app event we optimised for
Top-performing GEOs
Demography
Creatives
Our team produced 700+ creative ad assets. We structured ad groups based on different clusters and ran ads only on relevant topics. UGC became the best performing ad format - storytelling has much more impact on users who trust people more than images and motion videos, especially during uncertain times.
Creatives
Results
Applica’s actions delivered measurable impact across platforms, significantly improving efficiency, creative output, and conversion performance. Key outcomes include:
8x decrease in Cost per Deposit on Meta
3x decrease in Cost per Deposit on Google Ads through a holistic campaign structure combining Performance and Brand campaigns
700+ ad creatives produced and tested, overcoming ad fatigue and rejections
Improved conversion rates in Nigeria through local payment integration with KoraPay
Enhanced platform ad behavior structure and visualization, enabling clearer insights and optimization.
x8
Cost per Deposit decreased on Meta
700+
Ad creatives tested
Client feedback
They showed a good blend of experience in the team setup, and the quick turnaround in activating campaigns was also impressive.
Pras Murukesvan
Growth Marketing Head, Nemo Money
