How Artik’s Video Creatives Slashed CPI and Boosted YouHodler’s Installs

Challenge

By the end of 2024, the mobile advertising market hit a historic high: overall spending exceeded $1 trillion, and finance/crypto emerged among the most competitive niches. The average CPI (cost per install) for crypto apps in December reached $8–$9 on Android and $11–$12 on iOS. High ad costs and intense holiday-season advertiser activity made promotion especially expensive.

The YouHodler team approached us with an app that already had over 1 million installs but faced three main challenges:

1. High CPI: in certain campaigns, it reached $6 on Android and $9 on iOS.
2. "Complex" crypto theme: many potential users perceived cryptocurrency as confusing and overly risky.
3. Brand distrust: we had to show that YouHodler is a reliable and easy-to-use service, not just another obscure fintech product.

Our goals:

1. Lower the cost of acquiring new users (CPI) despite the marketplace frenzy.
2. Highlight the simplicity and benefits of YouHodler, removing skeptics’ doubts.
3. Increase conversions while maintaining or improving audience quality—so that users not only install the app but remain active in it.

Our Approach

2.1. Why Google Ads

We chose Google Ads as our main promotional channel because it offers scalable tools for fintech and crypto brands:

• YouTube (video ads with massive reach)
• Google Display Network (banner ads, “clickable” video banners)
• Search campaigns (for users who are already seeking financial solutions or crypto wallets)

2.2. Multiple Creatives — Four “Headliners”

To address different audiences and test a variety of messages, we developed numerous video ads. However, we’re focusing on four core concepts in this case study because describing every single format would be cumbersome for both parties. These four are not the only successful solutions but best illustrate how we “demystified” crypto and what we achieved for YouHodler.

Four Key Creatives: Idea, Goal, Results

Below are concise descriptions of each. For convenience, we break it down into what we show, why, and the numbers achieved.

3.1. Creative: “Fiat vs Crypto”

• Idea (what we show):
  A direct comparison of traditional investments (cash, stocks) with cryptocurrencies. We visually highlight the advantages of digital assets (speed, independence, growth potential).
• Goal (why):
  Overcome the notion “crypto is too risky and unclear”; demonstrate that it can outperform traditional tools.
• Result (numbers):some text
  • CTR: ~3.2% (above the average for the finance vertical in Google Ads).
  • CPI: dropped to $2.50 (Android) and $4.20 (iOS) under this creative (versus the initial $6–$9).
  • Comment: the dynamic format and straightforward comparison resonated with an investment-minded audience.

3.2. Creative: “30 Seconds to Buy Crypto”

• Idea:
  A step-by-step video showing the entire process in just 30 seconds, with a countdown timer in the background.
• Goal:
  Prove that using YouHodler is literally “two taps,” easy enough for newcomers.
• Result:some text
  • CTR: ~3.5% (higher than “Fiat vs Crypto,” thanks to a clear, gamified “30-second” demonstration).
  • CVR (conversion from click to install): reached up to 2.8% in certain segments.
  • CPI: averaged $2.00–$2.20 (Android).
  • Comment: this worked especially well on YouTube and in the Google Display Network (video banners) because people saw the interface “in action” and realized how simple it was.

3.3. Creative: “Fits Everyone”

• Idea:
  Rapid snapshots of different user scenarios—an office worker, a student, a retiree, and someone in a wheelchair—each one using the YouHodler app.
• Goal:
  Expand reach and show that crypto isn’t just for “geeks” and experts.
• Result:some text
  • CPI: roughly $2.30 on Android and $3.80 on iOS.
  • Increased retention: YouHodler’s internal data indicates that users from this ad stayed in the app 15% longer after 7+ days than others.
  • Comment: the focus on “universal accessibility” appealed to a broader audience, especially in Europe.

Creative: “$10: Coffee or Crypto?”

• Idea:
  Comparing everyday spending ($10 for two cups of coffee) with putting the same $10 into cryptocurrency. The theme: “start small, so you’re not afraid of bigger risks.”
• Goal:
  Remove the financial barrier (“I need lots of money to dabble in crypto?”—No, $10 is enough).
• Result:some text
  • Lowest CPI at around $2.00 on Android (in some geos, as low as $1.80).
  • CTR: ~3.0% (slightly below the “30 seconds” ad), but converted to installs steadily.
  • Comment: resonated with the mass audience who tried it “out of curiosity.”

Budget Allocation

4.1. Pre-Holiday Testing

In late November and early December, we ran small-scale “soft tests.” Although ad rates were high, this phase provided baseline data on which concepts most intrigued users.

4.2. Scaling in January–February

After the holiday rush, once ad costs in Google Ads normalized, we funneled the main budget into the creatives that delivered the best CTR, CVR, and retention from the December tests.

Final Results

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CONCLUSION

Despite fierce competition and the ingrained notion that “crypto is complicated,” we reduced CPI by nearly half and attracted over a hundred thousand new users for YouHodler. We leveraged Google Ads (YouTube, GDN) and a wide variety of creatives, highlighting four standout concepts in this case.

Ultimately, our approach showed people that crypto can be accessible, with YouHodler acting as a straightforward entry point even for minimal budgets. If you, too, are looking for a way to capture users’ hearts (and smartphones) in a demanding niche, the Artik team is ready to help you find the right creative and strategy!