Install Uplift
32%
Increase in Customers
40%
Saga (formerly FitGPT) is an AI-powered fitness app built for anyone ready to start their fitness journey, especially for those who crave structure, personalization, and modern tech. With AI-generated workouts and data-driven plans, Saga caters to beginners and enthusiasts looking for smarter, more adaptive training solutions. After initial experimentation with in-house campaigns, Saga turned to Roveir to take things further, by launching multiple keyword-based Google campaigns at once, dialing in performance and building a full-funnel strategy optimized for long-term growth.
Discovery
We began by assessing Saga’s existing Google campaigns: identifying what had worked, what hadn’t and what needed to scale. While the team had tested performance marketing internally, managing multiple campaigns simultaneously while optimizing for results proved difficult to balance with aggressive growth goals. We aligned on a core objective: reduce cost-per-install while expanding reach and preparing the groundwork for long-term retention through in-app engagement.
Market Research
We focused on US-based users who are at the start of their fitness journey, especially those looking for AI-generated workouts, gym alternatives, or structured coaching. We analyzed trends across similar competitors and studied how users were engaging with Saga’s features (like trial workouts and gym plans) to inform future segmentation and messaging. In addition, we also benchmarked CPC, CPI, and CPA targets based on industry averages to establish realistic growth milestones.
Google Ads Campaign Strategies
We rolled out four keyword-focused campaigns: Brand Awareness (top of funnel) to position Saga as a category leader; Performance (mid-funnel) to drive installs from intent-based searches; Feature Campaigns highlighting use cases like AI workouts; and Retargeting & Expansion to re-engage users and test broader match types. To build early momentum, we temporarily increased the target CPA to feed the algorithm enough data, then gradually reduced it as performance stabilized. This approach helped us exit the learning phase and unlock broader targeting across audience segments.
Launch Strategy
Once live, our focus shifted to constant iteration. We optimized campaigns based on CPI and early conversion behavior, reallocated budget toward high-performing ad groups like Saga brand keywords, and scaled campaigns that showed early traction—such as our brand awareness campaign, which drove installs at a $7.54 CPI. We also maintained daily check-ins and regular alignment with Saga’s internal team to keep performance goals sharp and flexible.
Saga, a fast-growing consumer tech app, came to us looking to accelerate installs and user growth.
Install Uplift
Increase in Customers
Downloads in 6 months
Decrease in CAC
Let’s build a compliant, scalable growth engine.
Designed for performance.
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Saga (formerly FitGPT) is an AI-powered fitness app built for anyone ready to start their fitness journey, especially for those who crave structure, personalization, and modern tech. With AI-generated workouts and data-driven plans, Saga caters to beginners and enthusiasts looking for smarter, more adaptive training solutions. After initial experimentation with in-house campaigns, Saga turned to Roveir to take things further, by launching multiple keyword-based Google campaigns at once, dialing in performance and building a full-funnel strategy optimized for long-term growth.
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