Work / TaskArc
TaskArc
The Situation
The client was already spending on Meta and Apple Search Ads, but installs were coming in slowly and the campaigns were not producing subscribers. The app itself was sound: AI builds an itemised quote from a plain-language description, jobs are tracked through to payment, and the whole thing is priced for one person rather than a crew. The problem was not the product, it was everything around it: what the ads said, who they reached, and what happened in the first two minutes after the install.
The Constraint
One person’s budget, not a venture-funded one. A trades audience that is on a job site during the day and does not sit on a phone browsing apps. A single-seat price point of $19 a month, which caps what an install is allowed to cost and leaves no room for spray-and-pray testing. And a 14-day trial, which means every acquisition decision has to wait two weeks before it can be judged on anything real.
What we did
The work
- Rebuilt the Meta campaign structure and took over day-to-day management
- Ran a two-creative video test across iOS and Android, read to registration rather than to clicks
- Paused the losing creative on evidence, not on click-through rate
- Audited the funnel from ad impression through onboarding to the paywall
- Designed a new UI in Figma aimed at the trial start, not at the download
The result
- Install volume improved materially after the campaign rebuild
- The creative test produced a decision Meta’s own optimisation had already started making: one video carried the better click-through rate but a 59% worse cost per install and zero registrations, and was cut
- Hook rates were measured against the software benchmark of roughly 23% and came in at 12 to 14%, which set the creative brief that followed
- [subscribers added / cost per trial / trial-to-paid: numbers to fill in from the current month]
What is next
- Ship the new UI and read the trial start rate against the old flow
- Verify the measurement stack end to end before scaling spend, since purchases can currently reach Meta from more than one source
- Decide the paywall’s position relative to the first AI-generated quote
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Ready when the work has to be right the first time.
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12 years40+ shipped products6 industries
Karachi and Sharjah