--- static_export_time: "2026-07-30T17:45:01+00:00" title: "How SoundCloud decreased CPI by 39% with custom product pages" description: "Discover how SoundCloud decreased CPI by 39% by leveraging its ratings & reviews & increased its campaign conversion rate by 58% with custom product pages." url: "/en/case-studies/soundcloud" locale: "en-US" image: "https://www.apptweak.com/img/2025/01/soundcloud-cpp-cover.png?auto=compress%2Cformat&q=95" --- # How SoundCloud decreased CPI by 39% with custom product pages Company: SoundCloud Industry: Music Streaming - ###### Get Started for Free Join the top mobile leaders using AppTweak [Start free trial](https://app.apptweak.com/accounts/new?locale=en) [Request a demo](/en/request-schedule-a-demo) - 39%lower cost per installs - 58%increase in conversion rate [SoundCloud](https://soundcloud.com/) is the world’s largest music and audio platform. Since launching in 2008, SoundCloud has been differentiating itself thanks to its unique content and features, including the ability to share music and connect directly with artists, as well as unearth breakthrough tracks, raw demos, podcasts and more ## Challenge The SoundCloud team was looking for new ways to lower their cost-per-install (CPI) and increase conversion rates to improve the efficiency of their ongoing Apple Search Ads campaigns. The team at SoundCloud was aware that in order to solve challenges to their paid marketing efforts and maximize Apple Search Ads’ impact they needed to play on the existing synergies between ASO and Apple Search Ads. Soundcloud turned to AppTweak to identify any “low hanging fruits” opportunities that would help them score a first win and **demonstrate the impact of custom product pages**  before scaling from there. ** ** ## Solution AppTweak identified that a good way to start testing custom product pages is in competitor campaigns. Leveraging custom product pages in competitor campaigns helps you capitalize on high-intent users by emphasizing your app’s differentiators exactly when they’re considering their options. ### **1. Mining SoundCloud’s customer reviews to identify opportunities ** To start, AppTweak’s App Growth Consultants mined SoundCloud’s customer reviews and carried out a sentiment analysis. By digging into customers’ reviews, AppTweak’s team identified that users were particularly enjoying the possibility of having unlimited skips, as well as the presence of fewer ads compared to key competitors in the app stores. These reviews proved that SoundCloud had a major competitive advantage, which could be used to power its competitor campaigns for success.  ### **2. Optimizing creatives to increase conversion rates ** Upon identifying this competitive advantage from users’ reviews, the AppTweak team designed a new set of app store screenshots that clearly highlighted the benefits of SoundCloud’s more generous free-tier service. AppTweak’s designers reflected on how to visually capture the action of skipping from track to track while keeping the focus on SoundCloud’s large music catalog. The AppTweak team eventually opted to use a carousel view of playlist covers split across two screens and updated the captions to highlight the unlimited skips feature. Small adjustments were made to improve the readability of the captions in the assets. ![Optimizing creatives to increase conversion rates - Soundcloud case study](/img/2024/07/Screenshot-CPP-2.png?auto=compress%2Cformat&q=95) _New screenshots that highlight SoundCloud’s competitive advantage_ ### **3. Implementing custom product pages to increase relevancy ** This new creative was then leveraged to create custom product pages to be used in the Apple Search Ads campaigns targeting competitor brand names. ## Results SoundCloud achieved a 58% increase in conversion rate for their Apple Search Ads campaign, while also reducing their cost-per-install by 39%, leading to significant budget savings. ![case study soundcloud custom product pages for apple search ads](/img/2024/12/ASA-custom-product-page-.png?auto=compress%2Cformat&fit=scale&h=534&q=95&w=768) _Evolution of weekly conversion rate (Apple Search Ads Installs/Impressions)_ ![](/img/2025/10/1736007876697.jpeg?auto=format%2Ccompress&w=200&h=200&fit=crop) Katrina Nguyen | Senior Manager, Performance Marketing > AppTweak’s team helped us improve, monitor, and measure our store performance. It has been a joy working with such a dynamic and dedicated team of professionals who always went the extra mile to make sure we hit our goals. ## More case studies - [ ### How SoundCloud Increased ROAS for non-branded keywords by 190% Read the story ](/en/case-studies/soundcloud-asa) - [ ### How Deezer used AppTweak’s API for its ASO reporting Read the story ](/en/case-studies/deezer-api) - [ ### How PrizePicks achieved a 71% lower CAC on Apple Ads ahead of Super Bowl LX Read the story ](/en/case-studies/prizepicks) - [ ### How King restored 100% of keyword installs by uniting ASO & Apple Ads Read the story ](/en/case-studies/king-aso-apple-ads) - [ ### How Bolt achieved +8.6% incremental installs with organic custom product pages Read the story ](/en/case-studies/bolt) - [ ### How Zupee grew organic downloads by 134% after rebuilding its ASO for free-to-play Read the story ](/en/case-studies/zupee) [See all case studies](/en/case-studies)