Voodoo scales user acquisition across suite of games.

Games developer optimizes Apple Search Ads to increase downloads by 30 percent while lowering cost per acquisition by 10 percent within 30 days.


  • Increase app visibility.
  • Remain competitive across multiple Games subcategories.
  • Grow new user base.


  • Invest in Apple Search Ads as a complement to organic growth.
  • Monitor discovery campaigns to improve keyword strategy.
  • Structure account to drive brand, competitor, and broad visibility.


  • Downloads increased by 30 percent and cost per acquisition decreased by 10 percent within a month.
  • Creative Sets lowered cost per acquisition by 8 percent and increased installs by 13 percent.

Voodoo finds gamers with higher lifetime value.

Headquartered in Paris, France, Voodoo develops and publishes highly casual mobile games including Helix Jump, Fight List, and Hole.io. The richly visual, easy-to-learn games are developed internally as well as in partnership with over 400 studios around the globe. Founded in 2013, Voodoo is one of the top publishers on the App Store, has over 60 games live, and reaches hundreds of millions of players worldwide.

Invest to stay competitive.

Typically, Voodoo launches games with broad appeal and quickly sees a strong volume of organic downloads. Helix Jump, a game where players control a bouncing ball through a helix tower labyrinth, was no exception. The free game, available only on iOS, was immediately popular across countries and demographics.

“We usually start investing in paid marketing when organic downloads stabilize after the initial spike. The beauty of Apple Search Ads is that we can launch a campaign in minutes and respond quickly to any competition by similar apps,” says Shumin Dai, User Acquisition and Monetization Manager at Voodoo. “We launch new games on the App Store regularly and we’ve found that Apple Search Ads is the best way to scale discoverability and acquisition.”

With placement at the top of relevant search results on the App Store, Apple Search Ads helped Voodoo attract gamers searching for free casual games. In fact, Apple Search Ads became one of the biggest sources of downloads for Helix Jump, representing 20 percent of all paid marketing downloads. New users for Helix Jump acquired through Apple Search Ads also stay engaged longer and make more purchases: They have a 15 percent higher lifetime value than new users from other platforms.

Drive relevancy with Creative Sets.

For its app Fight List, Voodoo tested more ad variations beyond the ads automatically created using creative assets from its App Store product page. With Creative Sets, Voodoo was able to pick and choose 10 combinations of its app previews and screenshots. The developer aligned each set to generic and competitor keyword campaigns and featured three different videos showing users how to play the game.

“Creative Sets gives Voodoo additional creative flexibility and creates a more relevant experience for users searching on the App Store. In just weeks, we lowered our cost per acquisition by 8 percent and increased installs by 13 percent with Creative Sets,” says Joséphine Robert, User Acquisition & Monetization manager at Voodoo.

Optimize to scale across markets.

Across key countries, Voodoo creates an Apple Search Ads account structure optimized for its ad revenue supported business model. Discovery campaigns with Search Match help the developer surface new relevant keywords. Brand campaigns focus on brand terms while competitor campaigns include keywords for similar apps to help drive consideration by people searching within the Games category. Generic campaigns feature descriptive keywords like “casual game.”

By optimizing its account structure, Voodoo drove a 30 percent increase in downloads in a single month. Users acquired through Apple Search Ads also are more engaged: They drive on average 18 percent more revenue and have 5 percent higher retention than new users from other platforms.

Voodoo is excited to further optimize performance for the rest of its apps by aligning Creative Sets to different key audiences as well as countries. “Apple Search Ads is a powerful tool for every developer interested in driving awareness, acquisition, and growing revenue. It gives more people the opportunity to discover the relevancy of your app,” says Robert.

Apple Search Ads is a powerful tool for every developer interested in driving awareness, acquisition, and growing revenue.

Joséphine Robert, Voodoo

Company Snapshot

  • Voodoo
  • Games category
  • Founded in 2013
  • Based in Paris, France
  • 100 employees
  • App Store rating of 4+