Role: Head of Creative / Design

What it was

A pregnancy app — chat with an AI midwife, track your week, see your baby in AR. Bootstrapped, tiny budget. Before raising money, the founders needed to know one thing: if we pay for ads, do we actually get users cheaply enough to make this work?

What I did

I ran the ads myself and built a simple loop: make a batch of ad videos → see which ones got people to install the app for the least money → make more like the winners. I tested plain videos, casual phone-shot videos, and screen-recording ads against each other.

The result

I cut the cost of getting one new user from €7 down to €1.47 — about half what an app install normally costs (the going rate is roughly €3, and €3.20–4.80 in Europe). I also found the exact winning formula: show the app's chat and the baby in the first three seconds. Total spent to learn all this: ~€1,700.

Why it matters

I know the difference between an ad that looks nice and one that actually makes people install and pay — and I can prove which is which from the dashboard.