JoyTunes app icon


Customers get musical.
JoyTunes grows global subscribers.

JoyTunes ad on the App Store
JoyTunes makes it easy, fun, and affordable to learn to play a musical instrument. With Apple Search Ads, the education app increased awareness in new markets and reengaged lapsed customers to grow conversions by 2 times and revenue by 10x. 

The Results

10x increase in revenue in less than a year.
30% increase in organic downloads.
2x higher conversion rate from free to subscription than any other marketing channel.
2 weeks time-to-ROI per user.

The Challenge

JoyTunes monetized 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 JoyTunes team needed to attract new users with strong intent to drive subscriptions and increase revenue. They also wanted to reengage former users who might be interested in taking up an instrument again.

The quality of downloads is so good that the number of users who upgrade from free to subscription is double compared with any other paid channel.

The Solution

Build awareness at the top of App Store search results.

Since launching Apple Search Ads, the JoyTunes team saw an increase in brand confidence, which they attribute to a boost of visibility at the top of App Store search results. In addition to more downloads, they received more reviews and ratings on the App Store. In fact, organic traffic grew over 30 percent. 


“The quality of downloads is so good that the number of users who upgrade from free to subscription is double compared with any other paid channel,” says JoyTunes Cofounder and CEO Yuval Kaminka. “Revenue is up by 10x in a year,and time to return on investment is less than two weeks.”

Expand reach to grow in new markets.

The team at JoyTunes was also able to expand across markets with Apple Search Ads campaigns, rapidly growing from a startup into a profitable business. “Our two apps were built on innovative machine learning technology, but we’re a small team without the distribution channels of large companies,” adds Kaminka. “Apple SearchAds helps our apps get discovered quickly in the U.S. and the UK, as well as other countries.”

Reengage subscribers to drive growth.

With Apple Search Ads, the JoyTunes team also tested a redownloads campaign aimed at returning users who downloaded the app but did not fully learn the instrument. “It’s clear that reengagement 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.”

Company Snapshot

  • JoyTunes
  • Education category
  • Founded in 2015
  • Based in Palo Alto, California, U.S.
PostSnap app icon


Customers print postcards. PostSnap drives global revenue.

Read the success story