ROAS: 31
Project Brief:
Scaling Installs & Subscriptions for GlassWire’s Privacy-First Firewall
GlassWire offers a powerful yet user-friendly solution for users looking to monitor their network, detect threats, and take control of their privacy. The mission was clear: grow high-quality installs and turn trials into paid subscriptions by targeting users concerned with digital safety, system performance, and real-time threat visibility.
Our task was to design and manage a full-funnel acquisition strategy that could scale globally while maintaining performance benchmarks across both app and desktop platforms.
technology Used
Building Performance Around Privacy and Trust
GlassWire users are privacy-savvy and tech-conscious — they need more than just generic messaging. Our strategy emphasized control, transparency, and ease of use. We crafted campaigns that demystified firewall tools, highlighted GlassWire’s standout UI, and offered clear value to everyone from IT pros to casual users curious about who’s using their bandwidth.
Approach:
- Implemented full-funnel tracking to measure behavior from first click through to subscription.
- Identified and segmented audiences based on behavior (e.g. tech enthusiasts, privacy advocates, gamers, small business users).
- Created performance-focused assets that balanced educational messaging with urgency and clarity.
- 1
Google Ads: Search and Display campaigns focused on high-intent queries like “best firewall app,” “network usage monitor,” and “stop suspicious internet activity.” We used ad extensions and tailored landing pages to boost conversion rates and A/B tested messaging to fine-tune performance.
- 2
Meta Ads: Engaged decision-makers through precise B2B targeting on Facebook and Instagram, emphasizing time savings, centralized visibility, and automation benefits.
- 3
Microsoft Ads: Captured an additional layer of desktop users — particularly business professionals and IT teams — through Bing, where competition was lower but intent was strong.
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- 4
TikTok Ads: Launched short-form video ads focused on educating a broader tech-savvy audience with snackable content about bandwidth leaks, unknown devices, and real-time monitoring. Creatives used a mix of app walkthroughs, user tips, and light humor to grab attention while driving installs.
- 5
Mailchimp: Set up automated onboarding flows to increase activation rates from free trial users, plus email campaigns for upgrades, reactivation, and product education.
- 6
Google Analytics + Google Tag Manager: Established event-based tracking for downloads, trial activations, subscription upgrades, and churn signals. This allowed continuous optimization of creative and spend across all channels.
Outcome
The campaign successfully drove a measurable increase in both installs and trial-to-paid conversion rates. By aligning performance media with the mindset of privacy-focused users, we were able to scale efficiently while preserving the trust-first nature of the brand. Whether users came for control, security, or peace of mind — we ensured they found value quickly and stayed engaged.
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