Tonaly came to us spending well but plateauing. Here's exactly what we changed in 90 days.
What we found in the audit
The ad library was leaning on product demos. Strong for warm audiences, weak for prospecting. The hook bank had drifted into feature-speak.
The changes we shipped
New angle: identity, not utility. Hooks built around 'the musician you wanted to be' rather than 'learn chords faster'. Real player testimonials. AI variations to multiply the winners.
What happened
CPA down 47%. Spend up 3.2x. ROAS held. Retention from new cohorts up week over week.
R
Rhys
Founder of The Social Outline. 8 years running performance creative for mobile apps.
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