52K+ App Installs & a 50% Reduction in CPI for JawaHR
The Results at a Glance:
Adam Jones
Chief Customer Officer @ BePro
Campaign Stats
The Challenge: Scaling Without Spiraling Costs
As a leading digital recruitment platform in Saudi Arabia, JawaHR faced a classic growth dilemma: how to maintain a massive influx of new job seekers without letting the Cost Per Install (CPI) eat into the margins.
After launching in 2020, the brand needed to transition from “general awareness” to a sophisticated, mobile-first acquisition strategy that prioritized quality users who would actually apply for jobs, not just download the app and disappear.
Our Approach: The "Data-Deep" Google App Strategy
We didn’t just run ads; we fed the algorithm. By leveraging Google App Campaigns (UAC) over a multi-year period, we turned JawaHR into a dominant force across Search, YouTube, and Display.
The Power of Algorithmic Maturity
Most brands quit too early. By maintaining consistent activity since 2020, we gave Google’s AI years of data to build a “DNA Profile” of the ideal JawaHR user. This long-term patience is exactly what allowed us to drop the CPI to record lows in 2025.
Optimizing for “Deep-Funnel” Value
Installs are vanity; engagement is sanity. We shifted our optimization focus from “Installs” to In-App Actions. This ensured that the 52,000+ users we acquired weren’t just numbers – they were active job seekers driving the marketplace ecosystem.
Hyper-Local Market Targeting
Operating in the Saudi Arabian market requires localized nuance. We tailored our ad assets to align with regional employment trends and job-seeker behaviors, ensuring our messaging felt native to the SAR audience.
The Execution: Turning Data Into Efficiency
Our team moved the needle from “steady growth” to “high-efficiency scaling” through rigorous budget and bid management:
- The Efficiency Breakthrough: While the historical average CPI sat at 1.89 SAR, our recent 2025 optimizations slashed that by nearly 50%, bringing the cost down to a remarkable 0.96 SAR per install.
- The Recent Surge: In a single 30-day window (April–May 2025), we generated 3,010 high-quality installs on a disciplined budget of just 2.89K SAR.
- Continuous Asset Refinement: We utilized Google’s full ecosystem – Search, Play Store, YouTube, and Discover – to ensure JawaHR was wherever the talent was.
The Growth Snapshot (2020 - 2025)
| Metric | Performance |
| Total Installs | 52,800+ |
| Total Impressions | 15,000,000+ |
| Recent Monthly Installs | 3,010 |
| Optimized CPI | 0.96 SAR |
Why It Worked
Strategic Patience: By avoiding erratic budget shifts, we allowed the machine learning to stabilize, resulting in a 50% efficiency gain over time.
Full-Funnel Integration: We balanced 5.6M+ impressions with 1,860+ high-value in-app actions, proving that our traffic translates into platform utility.
- Market Expertise: Deep understanding of the Saudi Arabian digital landscape allowed us to capture high-intent users at a fraction of the competitor’s cost.
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