How Amen increased Apple Ads installs by 93% and reduced CPI by 27%

Challenge

Amen, leading Catholic prayer and meditation app by Augustine Institute, needed to grow its App Store reach efficiently while staying within a limited marketing budget. With optimization handled directly in the console, Apple Ads was already part of Amen’s acquisition mix – but the channel wasn’t receiving the consistent, hands-on optimization needed to scale impact.

At the same time, U.S. competition in the faith-based and wellness category was intensifying, making it critical for Amen to improve both its visibility and spend efficiency.

With a lean marketing team and many parallel priorities, Amen needed more time, data, and expertise to confidently push Apple Ads further. The team looked for a partner who could deepen their Apple Ads strategy and ensure every dollar was invested where it would drive the best results.

Solution

Amen partnered with AppTweak to bring a more strategic approach to Apple Ads, with end-to-end campaign management from AppTweak’s app growth consultants.

Building a stronger foundation for growth

The team restructured Amen’s campaigns around strong brand, generic, and competitor themes, enabling clearer control over spend allocation and performance measurement. Using AppTweak’s Campaign Manager, bids were adjusted continuously to maintain efficiency as volumes increased.

Unlocking new keyword opportunities

To expand Amen’s reach without inflating costs, AppTweak conducted advanced keyword and creative research. These signals guided where the team could find new opportunities and scale responsibly.

• Ad Intelligence revealed competitor keywords and historical impression share patterns for top-priority keywords.
• AI-powered keyword research surfaced new, high-intent terms relevant to Amen’s audience.
• CPP Intelligence helped identify how similar apps positioned themselves on the App Store and which intents were worth testing through more tailored search terms.

Providing clarity and control – without additional workload

Every two weeks, the Amen team received a clear, structured update from AppTweak’s consultants showing:

• How CPI evolved
• How spend shifted between campaigns
• Which optimizations were completed and why

This allowed Amen to stay fully informed and confident in their strategy, while freeing them from the day-to-day operational demands of campaign management.

Results

Within the first few weeks of AppTweak taking ownership of campaign management, Amen began seeing measurable improvements in Apple Ads efficiency and performance.

• +93% installs
• –27% CPI
• +82% spend, reallocated toward the strongest opportunities

With a clearer structure and more advanced Apple Ads expertise, Amen now has a more predictable and scalable growth strategy for the App Store – all achieved without increasing internal workload.