Pala De 7
Pala De 7
In late 2024, I partnered directly with Pala de 7, a Saudi padel sports app, to launch a performance-driven campaign aiming to boost installs, in-app engagement, and brand presence across key Gulf markets.
Over a short but highly productive period, I led a multi-platform strategy across Meta, Google, TikTok, Apple Search Ads, and Snapchat. The campaign resulted in over 10,000 app installs, strong in-app actions, and a measurable transformation in the app’s content strategy, especially video and influencer usage. The client’s internal team adopted new video formats and storytelling approaches, leading to long-term improvements beyond paid campaigns.
Platforms We Used
October 2024 - February 2025
Time period
📲 Total Installs
Saudi Arabia
Target market
InApp Conversions
+3M
Awareness & Engagement
Top Free Sports iPhone Apps
About Pala De 7
Pala de 7 is a Saudi sports tech startup focused on bringing the excitement of padel to everyone, from beginners to professionals. The app enables users to:
Book padel courts across Saudi Arabia
Join public or private matches
Track performance & stats
Compete in national tournaments
At the start of the project, the app had potential but lacked a compelling content direction and scalable ad structure.
MAIN OBJECTIVES
🎯 Drive new installs and user adoption in KSA
🧠 Guide the internal team toward more effective content formats
📲 Increase in-app engagement: logins, game joins, payments
📊 Establish platform benchmarks (Meta, TikTok, Google)
🗣️ Expand reach through influencer-led content
OUR AUDIT
Strengths
✅Clear niche: padel rising fast in Saudi Arabia
✅Well-structured app with gamification mechanics
✅Flexible platform ready for performance optimization
✅Willingness of the internal team to experiment with new content
Challenges
- UX and funnel issues within the app (e.g. slow onboarding)
- Content before our collaboration lacked storytelling or hooks
- High CPI on Meta for iOS users early on
- Payment and budget interruptions mid-campaign
Opportunities 🚀
✅Google Android platform delivered high-efficiency installs
✅Apple Search Ads had strong CPI performance ($1.04)
✅Influencer-based creatives significantly outperformed generic videos
✅Competitive gap: few padel-specific apps were running full-funnel performance campaigns in KSA
Compatitor and indusry analysis
- Padel-related app downloads in KSA surged by +42% YoY in 2024
- Most competing apps focused on booking only, with little in-app community or competitive features
- CPI across the region averaged 5.5–9 SAR for iOS and 2–3.5 SAR for Android
- Pala de 7 outperformed industry average in Android CPI
- Content was the biggest differentiator: UGC-style and influencer integration drove up CTR significantly
Strategy
1. Multi-Platform Funnel
Google (Android + iOS): Best for efficient reach and install volume
Meta (iOS only): Focused on conversion-stage targeting with dynamic creative testing
Apple Search Ads: Delivered high-intent traffic with the lowest CPI
TikTok & Snapchat: Used for awareness bursts and influencer video distribution
2. Content Transformation
Influencer videos (Anmar + others) were tested, and winning formats were reused
Static visuals were deprioritized in favor of short-form vertical content
The in-house content team adopted the new style, continuing after the project ended
3. Creative A/B Testing
CTR-linked CPI analysis allowed rapid optimization
New video drops were scheduled weekly
Arabic voice-over and localized cultural references outperformed generic messaging
4. In-App Optimization Direction
Analysis of in-app events like
GuestLogin,JoinGameTapped, andFillLoginDetailsScreenWeekly reports shared with product team to improve UX and reduce drop-off
Gallery
Impact Statement
This project wasn’t just about driving installs—it was about reshaping how Pala de 7 communicates with its audience.
Through smart performance planning and bold creative shifts, we built an engine that will keep producing value long after the ads stopped.
START PROJECT
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