Client Background:

180Score offers cutting-edge AI predictions for football matches — processing real-time and historical data to forecast outcomes with high accuracy. The app appeals to sports enthusiasts, bettors, and data-driven fans looking to gain a competitive edge.

But despite the powerful tech under the hood, the team hit a wall when trying to grow through paid media. Their campaigns were messy, their creatives underperforming, and the app’s promising potential wasn’t translating into profit.

Challenge:

Before we stepped in, the team had:

• Spent $9,000 on Meta ads

• Generated 17,600 installs at $0.51 CPI

• Recorded a ROAS of just 0.46

• Averaged $26.24 CPA with only 341 in-app purchases

The core problems?

• No structured testing: A random collection of ads without performance insights

• Overly complex campaign structure: Made optimization difficult

• No geographic segmentation: Wasted budget across low-converting regions

• Lack of time: Founders were deep in product development and couldn’t execute growth consistently

Solution: Taking the Wheel & Building the Engine

Step 1: From Strategy Advice to Full Execution

After early consulting sessions proved difficult to execute due to time constraints, the 180Score team entrusted us with full campaign ownership — including creative production, media buying, and strategic direction.

Step 2: Customer Persona & Messaging Strategy

We kicked off by deeply researching the market, app store feedback, and audience behavior to identify 3 core customer personas, along with their pains, motivations, and goals. This helped us shape messaging that resonated and converted.

Step 3: Competitor & Creative Strategy Research

We conducted a full competitor audit and built a creative playbook with:

• 5 distinct ad angles

• 5 video ads showcasing the app’s value and user journey

• 10 static images highlighting predictions, testimonials, and data visuals

Step 4: Campaign Restructure & Segmentation

We simplified the campaign architecture and introduced:

• Clear geographic segmentation by performance tiers

• Full-funnel setup to push installs, re-engage users, and convert trials to purchases

• Systematic creative testing cycles to optimize towards proven winners

Results: A Profitable, Scalable Growth Machine

Key Takeaways:

This wasn’t just about fixing ad performance — it was about building a repeatable growth engine. With solid campaign architecture, laser-focused creatives, and real customer insight, we helped 180Score find product-market fit and build a scalable acquisition machine.

What started as $2,500 in spend has grown into $100K in monthly revenue. And with 2025 just beginning, we’ve got our eyes set on the next milestone: 7-figure ARR.

Testimonial:

“We had the tech, but we didn’t have the time or know-how to scale it. The team at Highlight came in, figured out our audience better than we did, and built a growth machine that just works. Couldn’t have asked for a better partner.”

—Alexander P., Co-Founder of 180Score