Case Studies
Growth Decoded.
Real Results, Real Scale.
Travel Category
Airbnb dominates
vacation rental ROI with BrightLake’s
Intelligent Bidding.
“Strategic, precise, and results-driven. BrightLake’s proactive bidding and creative optimization didn’t just beat the competition, it scaled our ROI while lowering costs. They are the elite growth partners every high-stakes brand needs.” Airbnb UA Team.
Client: Airbnb
Industry: Travel
Revenue: $12.241B
60% +
150% +
60% +
Average monthly install.
Average monthly ROI.
Increase Tap-through rates.
Challenge.
Airbnb bids on Search Result with a KPI requiring ROI > 100%, and competitors (e.g. booking.com) exerts strong competitive pressure onthe core keyword, effectively optimizing cost and improving ROI are amongst the top priorities.
Solution.
Through custom product page optimization and enhanced visual presentation in search ads, we significantly improved Tap-through rates (TTR), algorithmically aligning with Apple ads impression distribution weights to drive overall user acquisition growth.
The Intelligent Bidding System employs 'Average Cost per Tap (CPT) > Target CPI' as a market monitoring benchmark, using forward-looking CPI predictions to strategically impact competitors' bidding result. This approach effectively lowers our CPT for keywords while improving overall ROI.
Key Findings.
-
Scale-Driven Growth: Successfully increased monthly installs by 60%, proving the strategy’s ability to drive significant volume.
-
High-Efficiency Returns: Achieved a consistent 150% ROI, balancing rapid user acquisition with strong profitability.
-
Superior Engagement: Realized a 45% surge in Tap-through Rates (TTR), validating that the creative and targeting optimizations resonated deeply with the audience.
Gaming Category
Cut Avg CPI
Boost installs by
From non-branded
Keywords.
““Expert, transparent, and proactive. Bright Lake’s team stays on top of every algorithm change so we don’t have to. It’s like having an elite in-house ASO team on speed dial.” Genshin Team.
Client: Genshin
Industry: Gaming
Downloads: 245M+
500 +
2000 +
6000+
Keywords that drive Installations.
Impression-related
keywords.
Expended and deployed keywords.
Challenge.
As our client released the first open-world RPG games on mobile and planned to expand into global markets, they encountered several key challenges when optimizing their Apple Ads campaigns: protecting branded keywords, discovering non-branded keywords, limited region expansion,
and high CPA.
Solution.
Optimizing Branded Keyword with Cost- Efficiency Bidding across markets We monitor hourly bidding fluctuations for branded keywords globally, enabling real-time, dynamic bid adjustments and effective keyword protection while optimizing for lower costs through impression share tracking.
By building predictive models that analyzed user engagement and payment behavior tied to specific keywords, such as retention rates, we efficiently identified high-performing non-branded keywords, significantly contributing to the client's long-term ROI goals.
​
Efficient Global Campaign Management Powered by Automation We implement automation rules and performance metrics for global campaign management, continuously monitoring keywords to optimize automated bidding and budget allocation, ensuring efficient achievement of the client's goals.
​
​
Key Findings.
-
The campaign achieved over 60% 7-day ROI—34% higher than the RPG category average
-
40% of installations from non-brand keywords (double the industry benchmark)
-
Costs were 30% lower than benchmark data, demonstrating both efficiency and scale.
High Conversion
Achieved
“BrightLake is a true extension of our team. Their data-driven
approach and technical expertise in Apple Ads turned our brand keywords into a primary growth engine with massive gains in
conversion and ROI.” Pocket Game Team.
Client: Pocket Gems
Industry: Gaming
Downlaods: 350M+
CPA decrease.
Increase Tap-through rates.
191 %
47%
60%
Conversions increased .
Challenge.
Airbnb bids on Search Result with a KPI requiring ROI > 100%, and competitors (e.g. booking.com) exerts strong competitive pressure onthe core keyword, effectively optimizing cost and improving ROI are amongst the top priorities.
Solution.
Through custom product page optimization and enhanced visual presentation in search ads, we significantly improved Tap-through rates (TTR), algorithmically aligning with Apple ads impression distribution weights to drive overall user acquisition growth.
The Intelligent Bidding System employs 'Average Cost per Tap (CPT) > Target CPI' as a market monitoring benchmark, using forward-looking CPI predictions to strategically impact competitors' bidding result. This approach effectively lowers our CPT for keywords while improving overall ROI.
Key Findings.
-
Scale-Driven Growth: Successfully increased monthly installs by 60%, proving the strategy’s ability to drive significant volume.
-
High-Efficiency Returns: Achieved a consistent 150% ROI, balancing rapid user acquisition with strong profitability.
-
Superior Engagement: Realized a 45% surge in Tap-through Rates (TTR), validating that the creative and targeting optimizations resonated deeply with the audience.
Tiger Trade Grows
New Depositors by
60% Through
Full-Funnel Optimization.
“Installs were never the number we cared about most; deposits are. Seeing new depositor volume grow while keeping non-brand demand as a real contributor was the outcome we needed.”
Client: Tiger Trade
Industry: Finance
Revenue: $612.1M
50 %
60%
72%
Average montly install
increase.
Keywords that
were expended.
Increase Tap-Through
rates.
Challenge.
Tiger Trade sought to scale high-intent user acquisition while keeping registration and deposit-acquisition costs under control. For a financial trading app, install volume alone does not represent business value; users must continue through registration and make a deposit.
​
-
Front-end metrics such as installs did not fully reflect user quality, leaving room to improve the registration and deposit funnel.
-
Brand-search volume was limited, so sustained depositor growth required a scalable source of non-brand demand.
-
Financial-trading keywords were highly competitive, increasing cost volatility as spend scaled.
Solution.
Through custom product page optimization and enhanced visual presentation in search ads, we significantly improved Tap-through rates (TTR), algorithmically aligning with Apple ads impression distribution weights to drive overall user acquisition growth.
The Intelligent Bidding System employs 'Average Cost per Tap (CPT) > Target CPI' as a market monitoring benchmark, using forward-looking CPI predictions to strategically impact competitors' bidding result. This approach effectively lowers our CPT for keywords while improving overall ROI.
Key Findings.
-
Installs were treated as a vanity metric; ASA data was tied directly to registration and deposit outcomes.
-
72% of new depositors came from non-brand keywords, proving growth didn’t rely on limited brand search.
-
Screening keyword clusters by registration and deposit rate, not install cost, drove 60% depositor growth while containing volatility.
Kling AI Grows
Installs by 150%
and Paid Users
by 130%.
“Our category moves fast, and staying ahead of trend windows made a real difference. The ROI came in well above what we’d targeted, which told us the approach was working, not just the volume.”
Client: Kling AI
Category: Graphics & Design
Revenue: $153M
150 %
130%
72%
Increase in install volume.
Increase in paid-user
volume and deployed.
Increase Tap-Through
rates.
Challenge.
Tiger Trade sought to scale high-intent user acquisition while keeping registration and deposit-acquisition costs under control. For a financial trading app, install volume alone does not represent business value; users must continue through registration and make a deposit.
​
-
Emerging keywords and trend-driven traffic could peak before conventional campaign cycles reacted.
-
Regional demand followed different lifecycles, requiring market-specific timing rather than a single global cadence.
-
Scaling quickly still had to preserve paid-user quality and meet the client’s ROI target.
Solution.
BrightLake used its keyword-expansion system to monitor market changes across regions, identify emerging keywords and trend-driven demand, and activate coverage before competitors fully responded. This enabled Kling AI to reach high-intent users during the periods when
interest and purchase propensity were strongest.
Bids and budgets were adjusted to the lifecycle of each regional trend: spend was scaled rapidly as interest accelerated, then reduced as momentum declined. This approach converted short-lived market attention into efficient install and paid-user growth, delivering a 70% ROI—20 percentage points above the 50% target.
Key Findings.
-
Speed, not broader targeting, drove the 150% install increase: activating trend coverage before competitors reacted.
-
Region-specific pacing, scaling with rising interest, pulling back as it faded, let paid-user growth (130%) match install growth.
-
Trend-responsive bidding delivered 70% ROI against a 50% target, a 20-point beat suggesting timing beat precision targeting.
Kwai Delivers 121%
More Installs and
125% More Activations.
“We knew the Brazilian market needed more than a translated version of our default approach. The localization work paid off; installs and activations grew significantly, and we didn’t see costs spike the way we expected.”
Client: Kwai
Category: Photo & Downloads: 500M+
121 %
125%
+$0.07
Increase in install volume.
Increase in paid-user
volume and deployed.
Increase Tap-Through
rates.
Challenge.
In Brazil, competition was intense across core competitors, categories, and feature keywords. Raising bids directly risked driving costs higher, while generic keyword coverage and default creative did not fully match local language habits or content preferences. Kwai needed new localized growth sources and stronger click-to-install efficiency.
-
Core search terms were crowded and expensive, limiting efficient incremental reach.
-
Generic targeting missed demand expressed through Brazilian Portuguese and local search patterns.
-
Default creative did not consistently align keyword intent with the benefits most relevant to Brazilian users.
​​
Solution.
BrightLake expanded Brazilian Portuguese keyword coverage across category, feature, competitor, trend, and long-tail terms. Keywords were grouped by intent and user scenario, then tested with conservative bids and budgets to measure both install cost and downstream activation quality before scaling.
Custom Product Pages (CPPs) were developed for distinct keyword groups, highlighting short-form video, entertainment and interaction, or reward features according to user intent. Image, video, messaging, and asset order were tested against tap-through rate, conversion rate, acquisition cost, and activation performance. Budget was then shifted toward the strongest keyword-and-CPP combinations, enabling substantial volume growth with only a $0.07 increase in overall cost.
Key Findings.
-
Localized keyword expansion into Brazilian Portuguese opened new demand instead of bidding up crowded core search terms.
-
CPP-to-intent matching drove activations up 125%, outpacing the 121% install growth on the metric that matters most.
-
Testing keyword/CPP combos at conservative budgets before scaling kept cost increase to just $0.07 despite doubling volume.