Floa Banque
Steering acquisition by the Mini Prêt, not by the install
Three years of collaboration, an always-on programme on iOS and Android, and ASO run by the same team: at Floa, every euro is judged on its ability to produce a Mini Prêt, not an install.
The context
Floa Banque is a specialist in split payments and mini-loans. It has entrusted Mobsuccess with the full management of its app, from ASO to paid, in a collaboration that began more than three years ago: Display from 2023, Apple Ads in June 2025, Meta in November, ASO since January 2026.
The 2026 challenge is twofold. Generating install volume in a market dominated by far larger players, and turning those installs into active users who take out a Mini Prêt. Nothing guarantees that the two objectives can be met together: volume can be bought, take-up has to be earned.
On top of this comes a constraint specific to the financial sector. Strict legal notices and legal approval of every creative: the pace of testing, which drives this line of work, runs up against an approval process.
What we did
An always-on programme, with no channel ever switched off, whose budget is reallocated every month to the best-performing lever at the bottom of the funnel. Decisions are made neither on the install nor on the sign-up, but on the Mini Prêt: a lever is accelerated or paused according to its ability to produce them.
Three levers complement each other. Apple Ads on iOS provides the volume base and brings in the highest-intent traffic, with a Max Conversion campaign, a shift towards non-brand terms and a Competitors campaign in exact match. Meta on Android is the scaling lever, with carousels and videos per product; its sign-ups convert into a Mini Prêt twice as well. Display completes the set-up at the bottom of the funnel, bought on results against Mini Prêt events.
ASO is run by the same team, and that is what makes it useful: titles, subtitles and keywords overhauled in April then in July, new screenshots, a preview video on both operating systems, a first visual A/B test. The Apple Ads Competitors campaign accelerated organic ranking on the same queries. What paid buys, organic keeps.
Results
Between January and September, the cost per install falls by 68% and the cost per Mini Prêt by 82%, while the budget goes down. Performance is driven by optimisation, not by investment.
- Nearly 6 installs in 10 lead to a sign-up, and 1 Meta sign-up in 10 takes out a Mini Prêt, almost twice the rate of Apple Ads.
- On the stores, the app ranks first for “floa”, “mini prêt”, “prêt” and “coup de pouce”.
More cases in the same field
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.
61,000 installs, and above all 15,000 banks connected
An always-on display campaign since 2022, optimised on an action rather than a download: the moment the user finally links their bank account to the app.
