Why Most Mobile App Ads Fail (And How We Fix That With a Full-Funnel Strategy at Trendify)

Why Most Mobile App Ads Fail (And How We Fix That With a Full-Funnel Strategy at Trendify)

Brought to you by trendify.com

Most mobile app ads only focus on installs, and that’s why they fail. Learn how Trendify uses a full-funnel paid ad strategy to turn downloads into long-term revenue.

If you’re running ads for your mobile app—or even thinking about it—this is probably the most important thing I can share with you.

Most founders make the same mistake: they focus all their energy on getting installs. I get it. Installs feel like progress. But if you stop there, you’re missing the whole game. At Trendify, we’ve helped apps scale from $10K/month in ad spend to millions, and I can tell you with full confidence—the apps that win? They master every part of the funnel.

Here’s what that actually means.

Most Founders Obsess Over Installs… and That’s Why They Get Stuck

Middle-of-funnel ads (the ones that directly drive installs) are where most people pour their budget. And that’s not totally wrong—this is where you validate your product and prove it can convert. But installs without retention, and without monetization, are just expensive vanity metrics.

You need to think in terms of a full-funnel strategy: top of funnel, middle of funnel, and bottom of funnel. Each stage has a different job, and if you’re only playing one level of the game, you’re leaving serious money on the table.

Let me break it down.

Top of Funnel: The Part Most Apps Completely Ignore

Top of funnel (TOF) is where users first hear about you. It’s not about pushing installs—it’s about building trust. And that trust compounds.

Imagine trying to get someone to marry you before even saying hi. That’s how most apps approach paid ads. They’re asking people to install without ever showing up in their feed, without context, without trust.

Apps like Duolingo? They spend most of their time here. Because when people see your brand multiple times—through organic content, reach campaigns, creator partnerships—they’re way more likely to download when it counts.

We had one client who saw their CPI drop 30% just by layering in TOF content. Same ad budget, same product—completely different result.

Middle of Funnel: The Core of Your Paid Ad Engine

Middle of funnel (MOF) is where the conversion happens. These ads take curious users and turn them into installs. If your app doesn’t convert here, it’s a sign something’s off—either with your creative, your offer, or your onboarding.

At Trendify, we run most of our client budget here. But we’re strategic about it.

We follow a 50-30-20 creative testing split:

• • 50% of spend goes to top-performing concepts, slightly refreshed
  
• • 30% goes to meaningful variations (new hook, different creator, adjusted CTA)
  
• • 20% goes to totally new ideas we want to test
  

This structure lets us scale while still exploring new angles. And the golden rule? Don’t kill a good ad too fast. If it’s working, replicate it with subtle tweaks. Scale what converts—don’t overthink it.

Also, your ads should feel like a friend explaining the app on FaceTime. Not like a pitch. That’s what gets scroll-stopping engagement.

Bottom of Funnel: Where the Money Actually Happens

Most apps stop after the install. That’s a huge mistake. Because installs don’t pay the bills—users do.

Bottom of funnel (BOF) is where you figure out what actually drives revenue. This is about retention, activation, and monetization. If people are installing but dropping off before subscribing or using a key feature, your bottom of funnel needs work.

Here’s what we implement for clients:

• • In-app event tracking (via MMPs like Appsflyer)
  
• • Retargeting campaigns using emails and lookalike audiences
  
• • Optimized onboarding sequences based on ad-level data
  

For example, we once noticed a major drop-off in step 2 of a client’s onboarding flow. It turned out the copy was confusing. We tweaked it, re-ran the same campaign, and saw a 22% lift in trial starts. Same ads, different BOF experience.

How Trendify Ties It All Together

If you’re just running middle-of-funnel ads and expecting to scale, you’re setting yourself up for disappointment. What we do at Trendify is build systems that cover every stage of the funnel—from first impression to paying subscribers.

That’s how we’ve helped apps backed by YC, used by millions, or just breaking into the market hit new levels of growth with paid ads. We don’t guess. We use structure, creative systems, and full-funnel strategy to make your spend actually work.

If you’re serious about scaling, stop thinking about ads in isolation. Start thinking about them like a funnel.

More coming soon.

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Scaling your Mobile App through Content

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Cheers.

- Srikar & Sai Karra