Ad copy that cut cost-per-install.

The Challenge

Scaling spend, creeping CPI.

Khiladi Adda was scaling spend while CPI crept up and creative fatigued fast. In a heavily policy-restricted category, the usual aggressive hooks weren't an option.

• Strict ad-policy limits on real-money gaming
• Creative burning out within days at scale
• Pressure to grow installs without blowing up CPI

The Strategy

Make copy a system, not a guess.

Build a compliant hook library and run a disciplined weekly testing matrix so winners replaced losers before fatigue hit.

• Built a hook library of compliant, emotion-led angles
• Ran a weekly variant-testing matrix across Google and Meta
• Tightened message-match between ad and landing page
• Killed fatigued creative on a fixed cadence, not on vibes

The Results

Fatigue beaten, installs up.

Figures come from the client's own analytics, Google Analytics 4, Google Search Console, and the relevant ad-platform dashboards, tracked over 6 months. Before and after windows are like-for-like.

Key Learnings

Hooks beat offers; volume beats vibes.

The hook mattered more than the offer, and the volume of compliant variants is what actually beat fatigue. Systematise creation or the account stalls.

Results