Gaming Company Over-Investing in Google Search

Industry: Mobile Gaming (Real-Time Strategy Game)
Goal: Increase game installs and in-app purchases.
 

Mistakes:

 Wrong Ad Format: Used Google Search Ads for keywords like "best mobile strategy game," instead of engaging video ads on YouTube, Twitch, and TikTok.
No Community Engagement: Failed to use Discord and Reddit for organic buzz.
High Acquisition Cost: Ignored Google Play/App Store Ads, which convert better than search ads.
 

Results:

 CPI (Cost Per Install): $12 (vs. $4 via YouTube).
User Retention: 20% drop-off after 1 week.
ROAS: 0.9:1 (ad spend not profitable).
 

Lesson:

Gaming thrives on video content, influencer marketing, and in-app store promotions rather than static search ads.