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Market and competitor analysis

The work began with detailed audit of competitors and audience. We researched what types of freelance tasks are in demand in different regions, how performers and customers behave, and what problems they have with existing services.

Based on this, we created a matrix of user needs and pain points — from complicated registration to a long search for an artist.

It was held abehavioral trigger analysis in competitors' apps (via App Radar and SimilarWeb) to understand at which stages users most often abandon the product. This allowed us to form a positioning: «"A platform where customers and performers find each other without unnecessary steps.".

Formation of a marketing strategy

We developed a complete customer journey for both roles — customer and performer. We created a separate funnel for each:

• customer → order creation → confirmation → publication,
• performer → registration → view tasks → submit an application.

On this basis, it was designed 2 sets of advertising campaigns in Meta Ads:

• for customers — focus on speed and secure payments,
• for performers - the opportunity to find work nearby and without commissions.

Separately prepared video creatives in the format “1 order = 1 click” and a series of short banners with live situations (“Order a translation — find a freelancer in 10 minutes”).

The click-through rate (CTR) increased by 701% during the test runs.

We started with Google App Campaigns (Search, Display, YouTube) and Facebook App Install Ads. To monitor performance, we integrated Firebase and Appsflyer, and set up events: install → registration → first task → active user.

In the first 10 days, a series of A/B tests into 18 creatives that differed in tone, visuals, and CTA. After analysis, it turned out that dynamic videos with a specific scenario worked best — “get an order while others are searching.”.

It was created individual campaigns with geotargeting, focused on large cities (Tashkent, Samarkand, Namangan, Andijan, Fergana).

Analytics-based optimization

A dashboard was created in Looker Studio, displaying key metrics: CPI, CTR, Retention Rate (1/7/30).

Every week, we analyzed user behavior: which of them return, which events activate repeated interaction.

Data showed that users engaged through Meta Ads have 221% higher retention and are more likely to move to the “regular performer” stage.

We have updated the campaign structure:

• Google Ads was left for cold traffic,
• Meta Ads — for remarketing and scaling. In parallel, we tested an engagement scenario via a Telegram bot that automatically redirected the user to the App Store or Google Play with UTM tags.

Scalability and consistency

After achieving stable efficiency, we implemented automation rules in Ads Manager: stop underperforming ads, optimize bids for CPI, and rotate creatives every 7 days.

Also connected internal referral mechanism — the user received a bonus for inviting a new freelancer.

This allowed to increase organic installations on 18%, without additional costs.

At the final stage, we conducted an audit of the analytics: we integrated all events in GA4, synchronized them with advertising platforms and created a reporting template for the client.