Rosy App - Overcoming Sexual Health Advertising Barriers

Challenges

• Advertising Restrictions: Rosy encountered multiple restrictions due to the nature of its focus on sexual health. Ads were unable to drive directly to app stores on Meta, and Rosy was completely prohibited from advertising on the Apple App Store.

• Limited Options: Rosy was confined to using landing pages for ad traffic instead of direct app store links, limiting their ability to generate app installs and sign ups, their primary KPI.

Solution

• Meta Strategy Adjustment: Despite the restrictions, Pennock worked to utilize Meta primarily for awareness, which Rosy lacked.

• Pivot to Google Ads: After exhausting all efforts to resolve issues on Meta and Apple, Pennock shifted focus to Google Ads, where the results were more favorable. The strategy also optimized spend and Google campaigns to target the most valuable conversions—iOS app installs and signups.

• Conversion Focus: Focused on high-value actions within the app, such as app installs and user signups, leading to significant growth even with a constrained budget.