01Optimise
Get more from the users you already have
App Store Optimisation, onboarding and paywall experiments, pricing, monetisation and retention. The levers that lift conversion and LTV before you spend a euro on ads.
Mobile app growth · ASO · Paid UA · Product
Your app's growth partner.
The mobile app growth partner for founders who don't have a marketing team yet — ASO, paid UA and product, handled by someone who already knows how.
No fitting slot? Email me at office@tap-convert.com and I'll reach out.
Clients I grow
What I do
Three levers, one accountable operator.
No hand-offs between an "ASO person", a "media buyer" and a "product consultant". One partner who connects product and marketing and owns the numbers end to end.
02Scale
Profitable user acquisition
Paid UA across Apple Search Ads, Google UAC and Meta. I map your ARPU, free-to-paid rate and LTV to set a hard CPA ceiling — then scale only the channels and cohorts that clear it.
03Launch
Take a new app to market with a plan
Positioning, store presence, attribution setup and a sequenced paid + organic launch. Fractional CMO support from day one for founders launching without a marketing function.
How I work
One partner. Your numbers. Constant contact.
No account managers, no hand-offs, no once-a-month report you have to decode. You work directly with the person doing the work.
01
A single point of contact
You work directly with me, end to end. The person who studies your app is the person who runs the campaigns and the experiments — nothing gets lost in translation.
02
A plan built on your numbers
We start by studying your situation and your KPIs, then agree a clear plan tied to your unit economics — what to move, in what order, and what success actually looks like.
03
We talk, not just report
Frequent, direct communication instead of a monthly PDF. You always know what's happening and why — and we adjust together as the numbers come in.
Case studies
Profitable acquisition, decided by unit economics.
A few representative paid-UA engagements, kept anonymised by category.
Health & Fitness
€0.46CPI vs €0.70 ceiling
5-year Apple Search Ads ownership, 43 locales
Per-country CPI ceilings vs local ARPU. €0.46 CPI vs €0.70 ceiling · 2.3× LTV:CPA · profitable for 5 years.
Apple Search Ads · ASO
−20%CPI
EdTech
Attribution rebuild & CPI reduction
Live ASA account, no attribution stack. Built revenue→keyword attribution and re-bid around paying users — CPI −20%, sustained.
Apple Search Ads · ASO
~10×LTV:CPA
Lifestyle
Google UAC when ASO hit its ceiling
Broke out of saturated App Store search into UAC display / YouTube. Weekly-sub payback in ~2 weeks · ~10× LTV:CPA.
Google Ads (UAC) · ASO
€10k+per month at positive ROI
Lifestyle
Meta at scale — first-party, own capital
Scaled to €10k+/month at positive ROI, then paused on the iOS 14 attribution hit and redirected budget to ASO.
Meta Ads · Web2App · ASO
The method, on every account
- 01
Revenue audit
ARPU, free-to-paid rate and LTV first. The numbers that decide what you can afford to pay for a user.
- 02
ASO diagnosis
Store presence, conversion and keyword position — the cheapest growth before any ad spend.
- 03
Country segmentation
Per-market CPI ceilings against local ARPU. Scale only what clears the bar.
- 04
Launch & iterate
Sequenced paid + organic, with revenue-tied reporting and a single point of contact.
Questions founders ask
Straight answers before you book a call.
The questions that come up most before an engagement starts — unit economics, launch order, ASO vs. paid, and the tools underneath it all.
How do you grow a subscription app?
Map ARPU, free-to-paid conversion, and LTV before you touch a channel — that sets the ceiling for what you can pay per install. Everything else follows from that number.
See the full answerHow do you launch a subscription app?
Get attribution and unit economics in place before you spend a cent — most launches fail because nobody can tell which channel is actually working, not because of a bad channel choice.
See the full answerI have downloads but no one's converting to paid — what do I fix first?
Check attribution before you touch the paywall. If you can't see which install source produces payers, the fix that looks obvious often isn't the actual problem.
See the full answerDo I need an ASO consultant, or can I do it myself as a solo founder?
Basic ASO — metadata, screenshots, keyword hygiene — most solo founders can do themselves. It's a genuine keyword gap against category leaders where outside help starts to earn its cost.
See the full answerAgency, freelancer, or fractional CMO — what's actually different for a mobile app?
An agency sells execution hands, a freelancer sells one skill, a fractional CMO sells judgment. For a mobile app specifically, the harder question is who can move between marketing and product decisions — because the two are inseparable.
See the full answerRevenueCat vs. Adapty — which should I use?
Start with RevenueCat unless you have a specific reason not to. Move to Adapty when paywall A/B testing speed, not subscription infrastructure, is your actual bottleneck.
See the full answer