HeartScan is an innovative mobile app that uses AI and SCG (seismocardiography) technology to allow users to monitor their heart health in real time, without the need for additional medical equipment. With just a smartphone and the app, users can check their heart function within a minute and receive alerts about potential irregularities.
At the start of our collaboration, HeartScan was already running Google Ad campaigns in the US using automated strategies. At the time, the primary goal was to drive as many app downloads as possible. However, after in-depth analysis, we identified a critical issue: while the number of downloads was growing, the number of active users subscribing to the paid plan was not increasing at the same rate.
Many users downloaded the app but did not continue to use it or purchase a subscription.
The initial campaigns attracted users who were interested in testing the app but had low purchasing intent.
The ads were focused on a single market (USA), missing potential audiences in other regions.
The Google Ads campaigns lacked structured segmentation, which made it difficult to optimize performance.
We needed a new strategy that would focus on attracting high-value users who were more likely to engage with the app long-term and subscribe.
We shifted targeting to focus on iOS users, significantly increasing the conversion rate from installs to paid subscriptions.
We tested campaigns in six new countries:
Canada, Australia, Japan, United Kingdom, Germany, Austria.
We diversified ad placement across three traffic sources:
By shifting the focus from downloads to high-value users, optimizing targeting, and expanding internationally, we helped HeartScan significantly increase subscription conversions while maintaining cost efficiency.
Alena Shkiranda (Performance Team Lead), Alina Bukalova (Senior Performance Consultant), Yulya Autko (Creative Strategist)
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