Moonate

Moonate's glowing-orb ad passed $1M in spend while barely showing the app. The concept leans on a glowing orb rather than the product UI. It opens with a relatable story hook about a husband falling asleep.

It went through about 400 iterations, including tinnitus-specific versions. Marcus Burke uses it as a worked example in his video on building a $2M/month app.

Superwall

Moonate found its tinnitus angle by learning how users already use noise. The tinnitus-specific ads came from learning that users mask tinnitus with noise, then writing copy in the exact words people use for their pain and desires. Specific, current phrasing lets the people who feel seen engage and convert.

With broad targeting, Meta picks the audience from engagement, so specific copy helps it find the right people. The tip's evidence also cites a green noise app ad concept tested at around 100 versions. Its example phrase from another category is "rewire toxic attachments".

Superwall▶ 10:03

Prime viewers in the ad that they will land on the App Store. Mention the word app in the copy or show an app demo so people expect the store page. Without that context the jump to the App Store feels jarring and install rate suffers.

Many successful app install ads either mention app in the copy or show some form of app demo. The advice is not to try to hide that you are an app.

Superwall▶ 8:23