JoyTunes drives higher revenue
and organic lift in downloads.

JoyTunes had a high-quality product but limited resources and
channels to drive discoverability of its apps around the world.
Using Apple Search Ads, the company expanded into new markets,
increased revenue by 1,000% and saw an organic lift
in downloads of 30%.


  • Increase revenue.
  • Grow organic downloads.
  • Attract quality users to its premium version.
  • Re-engage lapsed customers.


  • Search Match for keyword discovery.
  • Campaigns on the App Stores in multiple countries.
  • Re-engagement campaign for lapsed users of the app.


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

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 Apple Search Ads, JoyTunes has seen an increase in brand confidence that the company attributes to the visibility and engagement of users downloading from Apple Search Ads.

“In addition to more downloads, we’re getting more reviews and ratings on the App Store. Organic traffic has grown more than 30%, and over the past year, revenue is up by 1,000%,” says Yuval Kaminka, co-founder and CEO of JoyTunes.

Expanding into new markets.

With the help of Apple Search Ads, JoyTunes has quickly grown from a startup into a profitable business by expanding across markets.

“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,” adds Kaminka. “Apple Search Ads gives us the opportunity and insight we need in order to be discovered in the US and the UK, as well as other countries.”

Driving higher value per user.

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 downloads is so good that the number of users who upgrade from free to subscription is double compared to any other paid channel,” Kaminka says. “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 downloaded the app, but did not fully learn 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 downloads is so good that the number of users who upgrade from free to subscription is double compared to any other paid channel.

Yuval Kaminka, JoyTunes

Company Snapshot

  • JoyTunes
  • Education category
  • Founded in 2015
  • Based in Palo Alto, CA, USA
  • 25 employees
  • App Store rating of 4+