Most app teams don't need more tactics. They need someone to figure out why they're stuck. I diagnose the growth problem, fix the signal layer, build creative systems, and run the channels hands-on.
One operator, not an agency. Subscription apps and mobile games.
Three places the damage usually hides. When I open an account, I check these first — most of what holds an app back sits in one of the three.
Meta optimizes per ad set, not per campaign. Spend pools in a few ad sets while the rest go hungry. The split is usually wrong before anyone looks at the creative.
After ATT, Meta sees a slice of what happens. Trial starts come back. Renewals and cancellations do not. You end up optimizing on half the data.
Most teams ship a lot and test nothing. Spend is the metric that tells the truth. IPM and CPI stay busy and miss the winners.
No hand-offs between a media buyer, a tracking specialist, and a creative strategist. One partner who connects signal engineering, creative, and paid channels end to end.
I find the cohorts that pay back and kill the ones that don't. I run the campaigns myself.
The measurement layer that tells the ad platforms who your best users are. I build it hands-on, and it moves the numbers more than any creative swap.
I build testing loops that keep producing winners past the first month. I work with creators and coordinate production.
A clear read on what is broken, what to fix first, and whether paid can work for your app.
The person studying your data is the same person running your campaigns and setting up your attribution. Frequent updates, not monthly slide decks.
Audit your numbers, attribution, creative, and funnel. I set the CPA ceiling from your unit economics first.
Get the measurement layer clean. Event mapping, attribution setup, conversion tracking. No point scaling on broken data.
Launch campaigns, test creatives, find the cohorts that pay back. Cut what doesn't work fast.
Increase spend on what works. Keep testing new creative. Iterate daily.
Most of my work is under NDA. These clients let me publish the numbers.
Subscription
Health & Fitness
GamingSamet stepped in and gave us the confidence boost we needed. It was a turnkey solution: an assessment call, access to our tools, and he handled the rest. Within a short time, and very little ad spend, we had several experiments completed and a solid read on our starting CPI.
Samet helped us find UA cohorts that hit 100% ROAS by D28 in our key market, the US. He spotted indicators in our data that let us push to Tier 1 markets faster and saved us significant spend. The creatives he ran resonated perfectly with our audience.
His expertise in performance marketing and content optimization was invaluable. A structured approach, deep technical knowledge, and actionable results delivered fast. What impressed us most was the speed at which he delivered.
Incredibly helpful, professional, and to the highest knowledge in all things paid media. He helped my team thrive in creating ads and testing creatives, and on each campaign he exceeded our clients’ expectations.
He supported us in user acquisition with smart strategies. Reliable, proactive, and highly knowledgeable in UA. Would happily work together again.
Unbelievably helpful in diagnosing my Meta ads scaling issues. Went above and beyond with personalized recommendations.
Paid UA, signal engineering, and creative systems for subscription apps and mobile games. The named results above, plus 30+ more apps under NDA.
Worked with multiple Deutsche Telekom apps. Built influencer-to-paid workflows and an internal creative testing process. Trained the team to run UA independently.
Led paid UA for subscription and commerce apps. Clients included Volkswagen, JOKR, Flink, and Congstar.
$1M+/month UA budgets. Pearl's Peril reached $86M+ in lifetime revenue. Jelly Splash reached $39M+. Also ran UA for Pearls of Atlantis and Match & Pop.
DACH and international expansion.
Hyper-local campaigns across European cities.
Earlier career: Google, Intel, and Oracle. Paid UA advisory for game studios via Mobile Game Doctor.
Pick the level of involvement that fits where you are.
I run your paid acquisition day to day, so you get senior UA leadership without a full-time hire you may not need yet. That means owning the channels, the creative testing, and the attribution setup, and reporting to you directly. You get someone who has done this at scale, part time.
An agency puts an account manager between you and the people doing the work. With me there is no hand-off: the person studying your data is the same person running your campaigns and setting up your attribution. Reporting is a conversation, and changes happen the day we discuss them.
When something upstream is broken. If your cash flow cannot cover a payback period that runs six weeks through the app stores, if retention drops off in the first few days, or if your events and attribution cannot measure revenue yet, more spend just scales the problem. I check that first. Sometimes the honest answer is that paid UA is not your bottleneck right now.
Meta, Google App Campaigns, Apple Search Ads, TikTok, and ad networks. Most subscription and gaming budgets start on Meta, because that is where creative testing moves fastest. I open new channels once the funnel holds and the numbers are stable.
Yes. I run the creative strategy and the testing system myself, and produce the assets with vetted creators, editors, and designers in my network. You brief one person and get one accountable owner: I coordinate production, decide what gets tested, and kill what does not perform.
I judge campaigns on revenue. A campaign can bring 10,000 cheap installs and still deliver zero paying subscribers, so I look at blended ROAS and payback against real revenue, cross-checked between the ad platform and your MMP. The two rarely agree.
Diagnosis takes days: I read the account and tell you what is broken and in what order to fix it. Signal fixes start feeding the algorithms within weeks. Verdicts on creative and scale take longer because subscription revenue matures, and a campaign that looks break even on day 7 can be clearly profitable by day 28. The named results on this page took two to three months. Anyone promising a week is reading the wrong numbers.
Profitable can still leak. On €100,000 monthly spend, the difference between 107% and 132% ROAS is €25,000. Every month. Most teams would fire a consultant who charged that much and delivered break even. When the account underperforms on its own, the same money goes to Meta instead, and nobody sends you a receipt for opportunity cost. That gap is the first thing I size up.
I work on a monthly retainer, scoped to how involved you need me: advisory, embedded, or embedded with creative production. The intro call is free and covers fit and scope. For earlier teams that are not ready for a retainer, I run a paid diagnostic session instead, so you leave with a clear read either way.
Subscription apps and mobile games, mostly. I have worked with apps spending their first $100 on Meta and apps spending six figures a month. Stage matters less than two things: whether the product retains, and whether the economics can carry paid growth.