UA is broken - Here’s how developers can fix it without hiring a bigger team

• Nearly 65% of App Store downloads occur after a search.
• AI Campaign Manager helps developers monitor key metrics in real-time.
• Outsourcing can be a smart growth move.
• With the right automation tools, one person can do the work of five.

The mobile gaming industry has never been more competitive. CPI is rising, and even the most well-made games are struggling to reach their audiences.

For many developers, especially smaller studios and indies, traditional user acquisition (UA) strategies are no longer sustainable. But here’s the good news: you don’t need a massive team or a large budget to scale.

Efrain Aldaz, the marketing director at MStars.AI and Ann9, has spent the last several years helping developers navigate the evolving Apple Ads ecosystem.

He explains why what we’re seeing today is a shift - away from large manual UA teams and toward lean, AI-driven strategies that automate the heavy lifting.

If you feel like your UA strategy is broken, here’s how to fix it.

1. Stop wasting budget on low-intent channels

A major reason many developers see poor returns is that they’re advertising to the wrong audience. Broad targeting on social channels can burn through budgets fast, with limited return. By contrast, Apple Ads allows developers to reach users with high intent - people actively searching for apps like yours.

Nearly 65% of App Store downloads occur after a search, and search result ads boast an average 60% conversion rate. This is where small teams can win big. But targeting is only the first step - scaling and optimising is where most teams hit a wall.

2. Use AI to expand keywords and match user intent

Finding the right keywords across multiple markets is time-consuming and often guesswork. That’s where AI comes in. Platforms like ours at MStars.AI can generate thousands of relevant, localised keyword suggestions based on your app, your competitors, and real-time trends.

This isn’t just helpful - it’s transformative. We’ve seen UA managers go from manually testing a few dozen keywords to automatically launching campaigns with hundreds of high-potential terms across multiple countries. All without adding headcount.

3. Automate the mundane, focus on strategy

Most UA managers spend hours pulling data, checking bid performance, and compiling reports. That’s time that could be better spent on growth planning and creative optimisation.

Our AI Campaign Manager helps developers monitor key metrics in real time - from CPT and TTR to impression share and install volume. It flags underperforming keywords, suggests bid adjustments, and even pauses non-performing campaigns. With automated reports and alert systems, you can manage 10+ campaigns with the time it used to take to handle one.

4. Creative testing doesn’t need to be a bottleneck

One of the most overlooked aspects of UA is creative fatigue. Even high-performing ads can wear out fast. But creative iteration is often slow, especially for small teams.

Using AI-powered creative tools, you can generate new ad variations based on top-performing templates. Combine this with real-time A/B testing and automated creative rotation, and you suddenly have a full creative testing pipeline without needing a full creative department.

5. Don’t go it alone: Outsourcing can be a smart growth move

For teams that don’t have the in-house resources or expertise, working with a partner can be the fastest path to better results. Whether it’s campaign setup, localisation, keyword research, or ongoing optimisation, outsourcing UA to experienced teams with proprietary tools can reduce your costs and improve performance.

At MStars.AI, our managed services team supports developers with an end-to-end Apple Ads strategy—from market research to automation implementation. The goal is to free up your internal team to focus on what they do best: making great games.

6. Rethink what scaling looks like

Scaling doesn’t mean spending more. It means improving ROAS by identifying what works, where it works, and doubling down on efficiency. With the right automation tools, one person can do the work of five. You can run localised campaigns in 10 countries without hiring a translator. You can monitor ad performance 24/7 without staying up all night.

This is the future of mobile game marketing—and it’s already here.

Final takeaway

User acquisition isn’t broken beyond repair. But it does require rethinking how you work. AI, automation, and intent-based channels like Apple Ads are changing the game. The question is: will you adapt?

The developers who embrace these tools will not only survive the next wave of competition - they’ll lead it.