3-Month Engagement Summary & Handover Report
June 1, 2026 — August 31, 2026
A complete overview of our 3-month engagement
The big picture of our 3-month partnership
June 1 — August 31, 2026
Over the 3-month engagement, we built and managed NG Slot's entire digital advertising infrastructure from the ground up. We launched and iterated on 5+ Google Ads App campaigns targeting both Android and iOS, explored 5 additional advertising platforms (Meta, Reddit, Snapchat, Vibe TV, Bing), set up a CRM via GoHighLevel, developed push notification strategies through Firebase, and produced creative assets and messaging frameworks. The primary Google Ads Android campaign became the dominant performer, generating over 20,500 app installs at an average cost of $1.44 per install (from the direct API). The iOS campaign scaled to over 1,600 installs. We also established the Punt Casino cross-promotion strategy through Meta Ads.
App install campaigns across Android & iOS
June 1 — August 31, 2026
| Campaign | Status | Spend | Clicks | Impressions | Installs | CPI | CTR |
|---|---|---|---|---|---|---|---|
| [Google] NG Slot Android Campaign 2026 | Enabled | $29,476 | 100,825 | 2,728,141 | 20,552 | $1.43 | 3.70% |
| [Google] NG Slot iOS Campaign 2026 | Enabled | $10,193 | 29,691 | 1,879,574 | 1,631 | $6.25 | 1.58% |
| Download Campaign - V1 General | Paused | $174 | 223 | 5,171 | 0 | — | 4.31% |
| Download Campaign - #2 | Paused | $138 | 254 | 15,635 | 0 | — | 1.62% |
| [IOS] App Installs | Paused | $49 | 86 | 8,782 | 5 | $9.81 | 0.98% |
The Android campaign was the clear winner, delivering 92.6% of all installs at $1.43 per install. iOS was significantly more expensive at $6.25 per install, which is typical for iOS app campaigns given Apple's privacy restrictions and higher auction competition. The early "Download Campaign" iterations (V1 General and #2) were test campaigns that were paused after they failed to generate tracked installs, which informed the strategy shift to the dedicated Android/iOS App campaigns that performed much better.
Performance evolution month over month
June was the testing/ramp-up month where we launched initial campaigns. July was the peak performance month with $36.8K in spend driving 21,698 installs at $1.70 CPI. August saw a significant reduction in spend due to budget discussions, account suspension issues, and a strategic shift toward multi-platform diversification (Meta, Reddit, Snapchat, Vibe, Bing for Punt).
Where installs came from by device type
Mobile dominated as expected for an app install campaign, generating 86.6% of all installs at a $1.76 CPI. Tablet users had a slightly higher CPI at $2.00 but still delivered meaningful volume with 2,969 installs. Desktop and Connected TV had negligible installs, which is expected for app campaigns.
Facebook & Instagram traffic campaigns
Traffic campaigns for NG Slot website and Punt Casino
| Campaign | Status | Spend | Clicks | Impressions | Reach | Landing Page Views | CPC | CTR |
|---|---|---|---|---|---|---|---|---|
| Traffic Campaign | Punt | Paused | $350 | 1,723 | 19,470 | 10,127 | 1,530 | $0.20 | 8.85% |
| Traffic Campaign | NG Website | Active | $271 | 1,116 | 12,714 | 5,984 | 1,119 | $0.24 | 8.78% |
| V1 Traffic Campaign | Paused | $0 | 0 | 0 | — | — | — | — |
Meta was used primarily for traffic campaigns driving users to the NG Slot website and the Punt Casino landing page. The CTR of 8.82% across both campaigns is exceptionally strong (industry average for gaming is typically 1-2%), indicating highly engaging ad creatives. At $0.22 CPC, Meta delivered very cost-effective traffic. The Punt campaign generated 1,530 landing page views from $350 spend. Meta was not used for app installs (Google Ads was the primary app install driver).
Reddit, Snapchat, Vibe TV, Bing, and Firebase
Beyond Google and Meta, we tested and launched across multiple channels
Gaming/casino advertising faces significant policy restrictions across platforms. Google was the most permissive for app install campaigns. Meta worked well for traffic to websites. Reddit, Snapchat, and others required creative workarounds (simpler messaging, no mention of coin purchases) or faced licensing requirements. Bing emerged as a reliable alternative for Punt with fewer restrictions. The multi-platform approach ensured NG Slot was not over-reliant on any single channel.
Current configuration and what to maintain
What is running, paused, and how it is set up
| Campaign | Status | Channel Type | Bidding Strategy | Daily Budget | Notes |
|---|---|---|---|---|---|
| [Google] NG Slot Android Campaign 2026 | Enabled | Multi-Channel (App) | Maximize Conversions | $50/day | Primary performer. Our creation. |
| [Google] NG Slot iOS Campaign 2026 | Enabled | Multi-Channel (App) | Maximize Conversions | $50/day | iOS installs. Our creation. |
| [ios] NG Slot ios Campaign 2026 | Paused | Multi-Channel (App) | Maximize Conversions | $50/day | Earlier iOS iteration. Paused. |
| Download Campaign - V1 General | Paused | Multi-Channel (App) | Maximize Conversions | $5/day | Initial test campaign. Paused. |
| Download Campaign - V1 Social #2 | Paused | Multi-Channel (App) | Maximize Conversions | $5/day | Test campaign. Paused. |
| Download Campaign - #2 | Paused | Multi-Channel (App) | Maximize Conversions | $5/day | Test campaign. Paused. |
| App promotion App | Android | Paused | Multi-Channel (App) | Maximize Conversions | $5/day | Earlier Android iteration. Paused. |
| Google Play | App Promotion | Paused | Multi-Channel (App) | Target CPA | $10/day | Play Store specific test. Paused. |
| [IOS] App Installs | Paused | Multi-Channel (App) | Target CPA | $5/day | Earlier iOS test. Paused. |
The following campaigns existed in the account before our engagement and were PAUSED throughout. They are NOT part of our management: NG Slot App (pre-existing, Target CPA), NG Slot YouTube Engagement 2025 (Demand Gen), Brand New Car Subscriber Campaign 8/29/25 (Demand Gen). All remain paused.
63 tasks across 8 categories over 3 months
All tasks executed during the engagement (June 1 — August 31, 2026)
Key milestones and events over 3 months
Major milestones and activities month by month
Accessed the Google Ads account, audited existing pre-existing campaigns (NG Slot App, YouTube Engagement, Brand New Car Subscriber), and launched initial test campaigns (Download Campaign V1 General and #2) to test app install ad formats and audience responses. Began development of creative assets. Set up GoHighLevel CRM.
Launched [Google] NG Slot Android Campaign 2026 and [Google] NG Slot iOS Campaign 2026 with Maximize Conversions bidding at $50/day each. These became the primary app install drivers. Android campaign ramped quickly, generating thousands of installs.
Launched Meta Traffic Campaign for Punt Casino (July 29) with interest targeting for gambling/casino audiences plus a car enthusiast angle. Created Reddit Ads account and campaigns for Punt (July 30). Set up Snapchat account and attempted ad approval for Punt. V1 Traffic Campaign on Meta also tested.
Created Vibe TV ads. Launched Meta Traffic Campaign for NG Website (Aug 3) with casino/gambling interest targeting. Found and purchased new domain for website. Bing became primary platform for Punt with $45/day budget. Created new Reddit account dedicated to regular campaigns.
Developed messaging changes for app store page and sent recommendations to Hovig. Analyzed August Firebase notification campaigns. Created re-engagement email sequences (v1 and v2). Updated marketing tracking sheets.
Managed NG Google Ads account suspension and unsuspension. Prepared September Firebase notification campaigns. Created marketing calendar for Hovig. Updated all tracking and recon sheets. Began transition planning.
GoHighLevel setup and inbound activity
Inbound communications and contact management
GoHighLevel was set up as the CRM for NG Slot (Location ID: w9Hu6pOETs3czzjuPvOG). It captured inbound Instagram DMs, phone calls, and SMS conversations. No sales pipelines were created as the primary goal was app installs rather than lead-to-sale conversion. The Zapier integration from the client's existing CRM (Concept Studio) to GHL was initiated but remained held up awaiting CRM access from the client's side.
What we learned and what matters going forward
Strategic insights from 3 months of data and testing
Android delivered 20,552 installs at $1.43 CPI vs iOS at 1,631 installs at $6.25 CPI. That is a 4.4x cost advantage for Android. This is consistent with industry trends where Android has a larger addressable market, lower auction competition, and fewer privacy restrictions (no ATT/App Tracking Transparency). Recommendation: Allocate 70-80% of Google Ads app install budget to Android.
We encountered ad policy restrictions on Reddit (required simpler creative without coin purchase mentions), Snapchat (may require a gambling license), and general caution across platforms. Google Ads was the most permissive for app install campaigns. Bing worked well as a secondary channel for Punt with fewer restrictions. Recommendation: Focus primary spend on Google and Bing. Use Meta for traffic/awareness only. Monitor platform policy changes regularly.
Both Meta campaigns achieved 8.8%+ CTR, far exceeding the gaming industry average of 1-2%. This indicates strong creative engagement. At $0.22 CPC, Meta is a very cost-effective traffic driver for websites/landing pages, even though it was not used for app installs. Recommendation: Continue using Meta for website traffic and brand awareness, not app installs.
86.6% of installs came from mobile at $1.76 CPI, while tablet delivered 13.4% of installs at $2.00 CPI. Tablet users are still a valuable segment for a slot game app. Desktop and CTV generated negligible installs. Recommendation: Keep tablet targeting enabled. Consider tablet-specific creative in the future.
The Google Ads account experienced a suspension during the engagement that required unsuspension. Gaming/gambling accounts face heightened scrutiny from Google. Recommendation: Maintain strict ad policy compliance, keep ad content conservative, have a plan for suspension appeals, and consider backup ad accounts.
Firebase push notification campaigns were set up and analyzed for August, with September campaigns prepared. Push notifications complement paid acquisition by re-engaging existing users at zero marginal cost per notification. Recommendation: Continue regular push notification campaigns coordinated with the marketing calendar. Test different message types (new features, bonuses, events) to optimize open rates.
The Punt Casino promotion was explored across Meta, Reddit, Snapchat, Bing, and Vibe TV. Meta generated 1,530 landing page views from $350 spend for Punt. While each platform had policy challenges, the multi-platform approach found channels that work. Recommendation: Continue Punt promotion on Bing ($45/day) and Meta (traffic campaigns). Monitor Reddit policy changes for potential reactivation.
What to do next for continued growth
Action items for the NG Slot team to continue growth
The [Google] NG Slot Android Campaign 2026 is the proven performer at $1.43 CPI. It is currently enabled at $50/day. This should remain your primary acquisition channel. Monitor CPI weekly; if it stays under $2.00, consider increasing budget to $75-100/day to scale installs.
iOS installs cost $6.25 each, 4.4x more than Android. Determine whether iOS users have higher lifetime value (LTV) that justifies the premium. If iOS users spend more in-app, the $6.25 CPI may be acceptable. If not, consider reducing iOS budget or pausing.
Bing proved to be a reliable channel for Punt with fewer ad policy restrictions. Keep the $45/day budget running. Bing often has lower CPC than Google due to less competition.
September campaigns are already created. Continue the cadence of 2-3 push notifications per week aligned with the marketing calendar. Test A/B messaging (bonus offers vs new feature announcements vs event notifications) to optimize open and engagement rates.
The Zapier integration from Concept Studio CRM to GHL was held up by access. Complete this to centralize all lead/contact data. This will enable automated follow-ups and better attribution tracking.
Messaging changes for the app store page were recommended and sent to Hovig. Implementing these changes can improve organic install conversion rate, which amplifies the ROI of all paid campaigns by making the store listing more compelling.
Gaming accounts face heightened scrutiny. Proactively review all ad creatives for policy compliance before launching. Have a suspension appeal template ready. Consider maintaining backup ad accounts as a contingency.
Version 2 of the re-engagement email was created. Deploy this sequence to lapsed users to bring them back to the app. Email marketing costs a fraction of paid acquisition and targets users who already showed interest.
Everything you need to take over management
All access, accounts, and assets being transferred
It was a pleasure working with the NG Slot team.
Questions? Reach us at info@melleka.com
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