Results at a Glance
- ROAS from below break-even to 3.6× — paid Meta return on ad spend climbed from ~0.5× in the launch weeks to a ~2.1× optimised run-rate, peaking at 3.6× in the best month (nearly 4×, about +300% vs launch).
- -85% Cost per Purchase — from roughly €760 in the opening quarter to about €115 once the account was optimised.
- ~130 purchases per month at scale, up from a handful in the first weeks.
- Fuelled the funding round — the growing, paying customer base built through the campaigns helped Equito reach its equity funding round on Crowdcube.
- Profitable within ~6 months — ROAS crossed break-even and stayed there.
About Equito
Equito App is a Spanish investment app that lets everyday users invest in fractions of real estate and earn monthly rental income — making property investment accessible from small amounts, right from their phone.
First-hand results
This case study is based on Scalebay's own first-hand experience running Equito App's paid user acquisition on Meta. Every figure below comes directly from the ad account our team managed — not a third-party estimate or benchmark.
The Launch Challenge
Equito App partnered with Scalebay to launch paid user acquisition for a Spanish-market investment app from a standing start. Launching a regulated, considered-purchase product on Meta is hard:
- Cold account, no signal: at launch the pixel had no purchase history, so the algorithm had nothing to optimise toward — the first weeks delivered spend with almost no purchases.
- High cost per purchase: in the opening quarter, cost per purchase sat around €760 and ROAS was well below break-even.
- Long, high-intent funnel: users had to travel from install through account creation and verification to a funded purchase, so optimising toward cheap installs simply wasted budget.
Our Strategy
Our experts rebuilt the account around the purchase event and fed the algorithm the signal it needed to learn.
1. Optimise toward the purchase, not the install
We moved bidding and campaign objectives onto the bottom-funnel purchase event, so budget chased funded investors rather than cheap downloads.
2. Feed the pixel, then scale
We concentrated early spend to accumulate purchase signal, exited the learning phase, and only scaled budget once cost per purchase was stable.
3. Audience & creative iteration
We tested broad against interest-based audiences and refreshed creative continuously, keeping the winning combinations and cutting the rest.
Our Results
ROAS from below break-even to 3.6×
Comparing the launch quarter to the optimised run-rate, ROAS rose from ~0.5× to ~2.1×, and reached a peak of 3.6× in the best month — nearly a fourfold improvement (about +300%).
Cost per purchase down ~85%
As the algorithm learned, cost per purchase fell from roughly €760 in the opening quarter to about €115 — an ~85% reduction.
Growth that helped secure funding
The campaigns did more than hit media targets — they built Equito a larger, engaged and paying customer base. That commercial traction helped the company reach its equity funding round on Crowdcube (raising over €555K in November 2024), turning ad-driven customer growth into investor confidence.
Profitable, repeatable scale
Monthly purchases grew from a handful at launch to around 130 per month, and the account crossed break-even within roughly six months of launch and stayed profitable.
Ready to scale your app?
Scalebay's experts can turn your app into the next success story. Whether you need organic or paid user acquisition, media restructuring, or advanced tracking, we deliver results that actually matter.
.png)
.png)
.png)
%20(1).png){kind=small}