The challenge
What made this hard
Extension installs are easy to buy and hard to buy well. Low-intent clicks produced installs that were uninstalled within days, so the real metric was retained, active users at a target CPI.
The approach
What LeadPlay did
- 01
Rebuilt conversion tracking around retained installs rather than raw installs, so optimisation signals matched the business goal.
- 02
Mapped high-intent shopping and coupon search demand across Google and Microsoft, with negative-keyword sculpting to cut wasted clicks.
- 03
Layered DV360 prospecting with custom intent audiences and frequency caps to keep programmatic incremental.
The outcome
What the client gets
A scalable, fully funded acquisition channel where Capital One Shopping paid only for installs that met the agreed quality bar.