BigCashWeb
From $50,000 to $300,000 in monthly budget, without letting performance slip
A test launched on Google Ads, despite its reluctance towards rewarded platforms, that became an acquisition engine running at $300,000 a month within eighteen months.
The context
BigCashWeb runs a rewarded platform: users are rewarded for actions they complete. The big ad networks file this model somewhere between finance and gambling, even though it is neither, and it makes access to the major advertising platforms harder.
That is precisely what nearly stopped the project before it started. The teams’ initial answer came down to one sentence: Google doesn’t like rewarded platforms, but we can test.
So the question was about the ceiling: how far can acquisition on Google Ads be pushed with a product the platform does not favour, without performance deteriorating?
What we did
A test first, at a few dozen dollars a day. Then a stepped scale-up as the results were confirmed: $50,000 a month after a few months, $300,000 eighteen months later, without ever losing sight of the client’s profitability target.
What scaling up demands is not a setting but a rhythm: ads get rejected, a campaign that worked the day before has to be adjusted and resubmitted, creatives wear out, and a channel always ends up hitting its limit. At that point you change strategy rather than persist.
It is this back-and-forth (test, learn, start again) that opened up each successive source of growth, more than a recipe applied once and for all.
Results
Eighteen months after a first test at a few dozen dollars a day, acquisition runs at $300,000 in monthly budget, with performance held.
- A stepped scale-up: a few dozen dollars a day, then 50,000 a month, then 300,000.
- Channels, approaches and creatives tested continuously. Not all of them worked.
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