Achieving 130% ROAS and Cutting the cost per Install by 52%

The goal was simple on paper but tricky in practice: drive more app installs without letting ROAS slip. To get there, we targeted audiences across Asia Pacific, the Middle East, and Africa, running campaigns across multiple channels (Google App Campaigns, Meta Ads, TikTok Ads, and YouTube) to see which ones performed best in each market. From there, we used tracking data to fine-tune the channel mix, doubling down on whatever worked best for each part of the funnel.

Client

HTX, formerly known as Huobi, is a global cryptocurrency exchange where users can buy, sell, and trade a wide variety of digital assets. The platform was founded in China in 2013 and has since relocated its headquarters to the Seychelles, making it one of the longest-standing and largest crypto exchanges in the industry today.

About

Crypto campaigns come with their own set of headaches, mainly due to strict regulatory and advertising policies across platforms. Add to that the challenge of targeting multiple countries, each with different languages and user behaviours, and you've got a campaign that needs precise, reliable data to make smart calls, such as how much to adjust, and whether to push for scale or focus on ROI. When we first took over the account, though, tracking wasn't set up properly, and ROAS was underperforming as a result.

Our Approach & Strategy

We built our strategy around three core pillars:

Tracking: We implemented SDK tracking to capture accurate performance data and audience behaviour for each country, giving us the data accuracy needed to make confident decisions.
Continuous A/B Testing: We ran structured tests across formats and value propositions, layering in local language variations and geo-segmented targeting to see what truly resonated in each market.
Audience Segment Architecture: We organised campaigns by crypto awareness and intent tiers, which helped us allocate budget more efficiently and reach the right people at the right stage.

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Results

In just two months, the campaign delivered:

130% ROAS achieved
52% reduction in Cost per Install
10% increase in install rate

Conclusion

This partnership is a great example of KPI Media's ability to help app-based brands scale across multiple countries, even in a highly regulated space like crypto. It also highlights our experience navigating platform policies to advertise products that many agencies shy away from.

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