JoyTunes grows from fledgling startup to thriving business

JoyTunes had a high-quality product but limited resources and channels to drive app discoverability. Since using Search Ads, the quality of customers downloading its apps has helped drive a 1,000 per cent increase in revenues, a 30 per cent growth in organic downloads and a higher value per user.


  • Increase revenue
  • Attract quality users to its premium version
  • Grow organic downloads
  • Reengage lapsed customers


  • Search Match for keyword discovery
  • Campaigns in international storefronts
  • Re-engagement campaign for lapsed users of the app


  • Revenue increase of 1,000 per cent in less than a year
  • Time-to-ROI per user of less than two weeks
  • Double the conversion rate from free to subscription of any other marketing channel
  • Organic downloads up by 30% from positive reviews and ratings

Music App Fine Tunes Its Growth Model

JoyTunes aims to create musicians in every household with apps that make it easy, fun and affordable to learn to play a musical instrument. Since activating their first campaign on Search Ads, JoyTunes has quickly grown from a fledgling startup into a profitable, sustainable business.

“We came to market with two amazing apps built on innovative machine-learning technology, but we’re small – we didn’t have the distribution channels of large companies,” says Yuval Kaminka, co-founder and CEO of JoyTunes. “Search Ads gives us the opportunity and insight we need to be discovered in every music-learning app search in the US and the UK, as well as other countries.”

Since using Search Ads, Kaminka has seen an increase in brand confidence that he attributes to the visibility and quality users downloading from Search Ads: “In addition to more downloads, we’re getting more reviews and ratings on the App Store. This has led to a growth in organic traffic of more than 30 per cent, and over the past year, revenue is up by 1,000 per cent,” he adds.

JoyTunes monetises its Simply Piano app by encouraging users to upgrade from the free version to a monthly subscription, full of engaging courses and new songs.

“The quality of users is so good that the numbers upgrading from free to subscription is double that of any other paid channel,” Kaminka says. “With Search Ads, our time to return on investment is less than two weeks.”

Re-engaging subscribers
Kaminka has also created a re-engagement campaign aimed at users who have already downloaded the app, but not fully learned the instrument.

“We’re still testing this campaign but already it’s clear that re-engagement is very important for conversion to subscription,” he says. “Learning an instrument is tough, and many users give up after a few months. But when they’re ready to try again and return to the App Store, they see our familiar app at the top of search results, and decide to restart their learning journey with us.”

The quality of users is so good that the numbers upgrading from free to subscription is double that of any other paid channel.

Yuval Kaminka, JoyTunes

Company Snapshot

  • JoyTunes
  • Simply Piano by JoyTunes
  • 15 employees
  • Headquarters: Palo Alto, California
  • Debut 2015
  • App Store rating: 4+
View in the App Store