A two-week app install campaign that converted Gulf’s 25-Tetri fuel discount into 12,000+ downloads and a 14.05% conversion rate, using segmented messaging across Google Ads, DV360, and YouTube to shift customer payment behavior toward QR-based transactions.

THE CHALLENGE

Gulf had introduced a 25-Tetri-per-liter discount for customers who paid through the Gulf app’s QR feature, but the promotion alone was not enough to change payment habits at scale. Most fuel buyers still paid at the pump with cash or card, and a large segment of existing app users had never activated the QR payment function. Gulf needed a campaign that went beyond driving installs and actually shifted how customers completed transactions at the station.

STRATEGY

Ad Geeks identified that a single install message would miss the distinct motivations of Gulf’s audience. The strategy split the target into three segments, each receiving different creative and messaging:

• Targeted price-sensitive non-Gulf customers (Deal Seekers) with ads leading on the 25-Tetri saving, positioning the app as a direct path to lower fuel costs
  
  

• Reached existing Gulf customers who were unaware of the app with messaging focused on convenience and the QR payment experience rather than the discount alone
  
  

• Re-engaged dormant app users (App Sleepers) through retargeting sequences that highlighted the QR feature they had not yet activated
  
  

• Built the media plan across Google Ads, DV360, and YouTube with separate creative sets for Android and iOS, ensuring each platform’s ad format matched user behavior on that operating system
  
  

• Implemented full-funnel conversion tracking from ad impression through app page visit, install, and first QR payment to measure behavioral outcomes beyond download volume
  
  

EXECUTION

The campaign ran over two weeks across Google’s advertising ecosystem. Google Ads handled app install campaigns with keyword and in-app targeting. DV360 extended reach through programmatic display across Georgian web inventory. YouTube carried video ads that demonstrated the QR payment flow in under 15 seconds, giving prospective users a visual walkthrough before they reached the app store page.

The campaign’s core assets and their distribution formats are summarized below:

Creative personalization drove the campaign’s efficiency. Deal Seekers saw the 25-Tetri discount as the headline. Gulf Customers received messaging about skipping the payment line. App Sleepers were shown a direct prompt to try the QR feature they already had installed. That segmentation kept the conversion rate above 14% across all audience groups rather than diluting it with a single generic message.

KEY INSIGHT