Mobile App Creative That Lowers CPA and Lifts Store Conversion
From App Store screenshots to statics, UGC, AI-generated video and paywall design — Scalebay produces every creative asset your app needs in house, briefs it against your campaign data, and judges it on CPA and conversion rate rather than on how it looks.
Creative is the single biggest lever in mobile performance marketing, and it works on both sides of the funnel. On the store side, our ASO creative lifts organic visibility while Custom Product Pages (CPP) on iOS and Custom Store Listings (CSL) on Google Play make your paid traffic convert harder. On the media side, we produce feed-native statics that unlock placements beyond Search — including the Google Display Network — plus UGC and AI UGC video for the placements where filmed creative wins. And because acquisition ends at the paywall, we design the paywall and retention screens that decide whether the traffic you already paid for ever converts. Everything is produced in house, from brief to final asset.
Creative produced for teams at
Home Design 3D · Free2move · Poulpéo · Le Point · Euronews · Trace
Creative That Earns Its Place in the Media Plan
We don’t ship assets and hope — every creative is briefed against your data and measured on what it does to CPA, conversion rate and store performance.
One in-house team across every creative format
5
creative disciplines under one roof — store assets, statics, UGC, AI UGC and paywalls
70+
mobile apps grown by our team, with creative at the centre of the work
100%
produced in house — no outsourced studios, no hand-off between brief and asset
Our Creative Services
Five creative disciplines that compound: store creative feeds organic visibility and paid conversion, statics open up placements, UGC and AI UGC bring down CPA, and paywall design converts the traffic you’ve already bought. All produced in house, all tested the same way.
01
ASO Creative — Store Assets, CPP & CSL
Store creative does two jobs at once: it raises your organic visibility in App Store and Google Play search, and it makes the paid traffic you already buy convert harder. We design the assets, then extend them into audience-specific store pages — Custom Product Pages (CPP) on iOS and Custom Store Listings (CSL) on Google Play — so each campaign lands somewhere built for it. We produce:
Icon, screenshot & app preview video design · Custom Product Pages (CPP) for Apple Search Ads · Custom Store Listings (CSL) for Google Play · Store A/B testing & conversion-rate optimisation
Outcome: More organic installs and a lower effective CPA on paid campaigns
See the work: Home Design 3D store creative →02
Static Creative for Feed & Display
Statics are the quiet workhorses of app marketing. They perform on static placements — the Facebook and Instagram feed above all — and they are what lets you expand Google beyond Search into the Display Network and wider inventory, instead of leaving that reach unused. Designed in house, at the volume testing actually requires. We produce:
Feed-native statics for Meta · Display & discovery formats for Google · Concept and angle variations at volume · Resizing and localisation across placements
Outcome: Broader placement coverage without giving up efficiency
See the work: Up static creative →03
UGC Creative & Creator Briefs
We run UGC end to end: writing the briefs, directing what gets shot, then iterating on the winners until CPA actually moves. Most teams don’t have the people, time or creator network to produce UGC internally at the cadence paid media needs — that is the gap we fill. We handle:
Creator brief writing & direction · Hook and angle iteration on proven winners · Full production pipeline for teams without in-house capacity · Performance-led editing and reversioning
Outcome: A lower CPA from creative that reads as native, not as an ad
See our case studies →04
AI UGC — Realistic Video & Voice
We have refined a production technique for AI-generated UGC that holds up in a live auction: realistic on-camera presenters, realistic voice, and results that stand next to filmed creative rather than being obviously synthetic. It gives you UGC volume and iteration speed without a shoot, a cast or a reshoot cycle. We produce:
AI presenters with natural, realistic voiceover · Script, hook and angle variants at speed · The same testing discipline we apply to filmed UGC · Fast iteration on whatever wins
Outcome: UGC-style volume at a fraction of the production time
See the work: Free2move AI UGC →05
Paywall & Retention Screen Design
Acquisition doesn’t end at the install — it ends at the paywall. We design the paywall and retention screens that convert the traffic you have already paid for: pricing presentation, plan hierarchy, trial framing, and the onboarding screens that decide whether a user ever reaches the offer at all. We design:
Paywall layout, pricing & plan hierarchy · Trial and offer framing · Onboarding & retention screen design · Variants built for A/B testing
Outcome: A higher conversion rate on the paid traffic you already buy
See the work: Table Top Tunes paywall →How we test
Creative Testing & Iteration
None of the five disciplines above is a one-off delivery. Each one feeds a testing loop: we isolate one variable at a time, read the result against CPA and conversion rate rather than clicks or impressions, scale what wins and retire what fatigues. That loop is what turns a creative library into a compounding advantage. We track:
One variable per test, so results are readable · CPA and conversion rate as the verdict · Creative fatigue and refresh cadence · Winners reversioned across placements and markets
Outcome: A creative pipeline that gets cheaper per result over time
See how our CREATIVE STRATEGIES drive profitable, scalable growth
FAQ — Mobile Creative Strategy
Why is creative the biggest lever in mobile user acquisition?
Targeting and bidding are largely automated now — the platforms optimise those for you. Creative is the variable you still fully control, and it is what decides whether an impression becomes an install. In practice a new winning concept moves CPA further than any bid adjustment, which is why we treat creative as a continuous production and testing system rather than a one-off deliverable.
What are Custom Product Pages (CPP) and Custom Store Listings (CSL)?
They are audience-specific versions of your store page: Custom Product Pages are Apple’s version on the App Store, Custom Store Listings are the Google Play equivalent. Instead of sending every campaign to the same generic listing, you match the store page to the ad the user just clicked — same message, same visuals, no disconnect. It is one of the most reliable ways to lift install conversion rate on Apple Search Ads and Google App Campaigns without touching your bids.
Do static ads still work for mobile apps?
Yes, and they reach placements video cannot. Statics perform on static inventory — the Facebook and Instagram feed in particular — and they are the format that lets you expand Google beyond Search into the Display Network and wider inventory. Teams that only produce video quietly cut themselves off from a large share of the reach available to them.
How does UGC lower CPA?
UGC reads as a recommendation rather than an advert, so it holds attention longer in feed environments and converts at a lower cost. The gain does not come from producing one good video, though — it comes from iteration. We write the briefs, direct what gets shot, then rebuild the winning hooks and angles repeatedly until CPA settles at a lower level. For teams without the capacity to produce UGC internally, we run that whole pipeline.
Is AI-generated UGC good enough to run in paid campaigns?
It is, when it is produced carefully. We have refined a technique for realistic AI presenters with realistic voice that performs in live campaigns instead of looking synthetic. The practical advantage is speed and volume: script, hook and angle variants without a shoot, a cast or a reshoot cycle — tested with the same discipline we apply to filmed UGC.
Why is paywall design part of a creative strategy?
Because acquisition ends at the paywall, not at the install. You can buy excellent traffic and still lose it to pricing presentation, plan hierarchy, or an onboarding flow that never reaches the offer. Designing the paywall and the retention screens around it is usually the cheapest conversion-rate gain available, precisely because the traffic has already been paid for.
Is your creative produced in house or outsourced?
In house, all of it — store assets, statics, UGC direction, AI UGC and paywall design. That matters for cadence: there is no hand-off between the people reading the campaign data and the people making the next asset, so iteration takes days rather than weeks.
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