The XPass campaign stands as a strong example of how a well-planned and executed search strategy can deliver transformative results. By combining SA360’s advanced features with GA4’s powerful analytics, we turned a target of 10K installs into a reality of 22K installs, positioning XPass as a market leader in Vietnam’s digital toll payment landscape. This is the case study for app install growth.
Background and Client Goals
XPass is a digital toll collection service in Vietnam that aims to provide drivers with a faster, more convenient, and cashless toll payment solution. As competition in the market intensifies, XPass sought to scale user adoption quickly through digital advertising.
The primary client objective was to increase mobile app installations, setting a clear KPI of 10,000 installs during the campaign period. Beyond this immediate goal, XPass wanted to raise overall awareness of digital toll payment solutions and establish itself as a leading player in the industry.
Strategy and Planning for App install growth campaign
To achieve the ambitious growth targets, we developed a data-driven strategy leveraging Search Ads 360 (SA360) integrated with GA4. Our approach focused on three core pillars:
- Granular Keyword Targeting
We identified high-intent keywords such as “XPass đăng ký,” “nạp tiền thu phí tự động,” and “thu phí không dừng,” ensuring we captured users actively searching for toll payment solutions. - Audience Segmentation
Using GA4 insights, we built custom segments of frequent drivers, highway commuters, and users previously exposed to toll-related services. - Performance Tracking & Measurement
With GA4 and Campaign Manager 360 integration, we established robust tracking to attribute installs correctly, configured floodlight tags for conversion measurement, and set up dashboards to monitor installs and cost-per-install (CPI) in real time.
Implementation
The campaign was structured in Search Ads 360 with tightly themed ad groups aligned to keyword clusters, enabling higher Quality Scores and better ad relevance. We implemented ad extensions (sitelinks, callouts) to highlight convenience features such as “Nạp tiền dễ dàng,” “Thanh toán tự động,” and “Không cần dừng xe.”
Floodlight configuration was designed to track both direct installs and post-install engagement, allowing the client to measure not only acquisition but also retention behaviors.
Advanced features included:
- Automated bidding strategies (Target CPA) to optimize installs efficiently.
- Dynamic ad copy testing to refine messaging for higher CTR.
- Cross-device tracking to capture user journeys from search to app install.
Optimization and Iteration
We continuously monitored campaign performance in SA360, using GA4 signals for deeper insights. Key optimization steps included:
- Bid adjustments on high-converting keywords.
- Geo-targeting refinements, prioritizing highways and urban areas with the highest toll usage.
- Ad copy optimization, where headlines emphasizing “Nhanh chóng – Không dừng xe” drove CTR up by 25%.
As a result, CPI decreased by 18% while total installs accelerated far beyond expectations.
Results and Impact
The campaign with delivered 22,000 installs, more than 2.2 times the original KPI of 10,000. This outstanding growth demonstrated the effectiveness of our strategy and the scalability of SA360 combined with GA4.
Beyond the numeric success, XPass also saw a measurable increase in brand visibility and adoption of digital toll payment solutions. The surge in installs allowed XPass to rapidly expand its user base, strengthening its market position against competitors.
Client Satisfaction and Recommendations
The client’s expectations were exceeded significantly. They not only achieved their install goal but also gained valuable insights into user behavior and campaign effectiveness.
Based on our analysis, we recommended:
- Expanding into display and video campaigns to complement search demand capture.
- Leveraging lookalike audiences built from GA4 first-party data.
- Continuing to invest in automated bidding for sustainable, long-term growth.
Conclusion about case study for app install growth
With XPass, the core objective was to implement a complete growth setup. Through lean search campaign development and accurate measurement using GA4, the results exceeded KPIs by more than double. Through these projects, I want to prove that Digital Marketing is not just advertising but a continuous optimization action where every number tells a story of growth.