Challenge

Apple Ads is one of Tamam’s most valuable user acquisition channels—and for good reason. Users searching for lending and financial solutions within the App Store represent high-intent audiences that convert at meaningfully higher rates than broader digital channels.

However, competition for Tamam’s key brand search terms intensified across the Apple Ads ecosystem, driving up their cost per tap (CPT) and cost per acquisition (CPA). With aggressive goals for growth and a primary KPI tied directly to in-app loan purchases—a conversion that lives at the very bottom of the funnel—the company faced climbing costs with real business consequences.

Working closely with Tamam, OMD MENA identified a major efficiency challenge: the rising competition on brand search terms was inflating acquisition costs and limiting the brand’s ability to scale profitably.

Solution

To scale more efficiently, OMD MENA identified two clear opportunities: protect high-intent brand demand and unlock incremental growth through broader generic search acquisition. To execute this strategy at scale, OMD MENA leveraged Search Ads Maven by Kochava, an automation platform built for Apple Ads performance optimization.

After a deep discovery session to understand Tamam’s growth objectives, campaign structure, and KPIs, OMD MENA activated two automation strategies:

• Brand Defense Automation: Tamam’s brand keyword campaigns were equipped with real-time, intelligent bid management that monitors competitive activity and automatically adjusts bids to suppress conquesting from rivals. The aim was to keep CPT and CPA in check without sacrificing share of voice or install volume. This precision automation replaced time-intensive manual bidding with a scalable, always-on protection layer.
• Keyword Journey Automation: For Tamam’s generic keyword campaigns—where new, incremental audiences are discovered—OMD MENA implemented Keyword Journey automation to systematically prioritize high-performing search terms and optimize bids throughout the user acquisition funnel. This was to ensure that budget was continuously steered toward keywords most likely to drive downstream loan conversions, not just taps or installs.

Rather than treating efficiency as the end goal, OMD MENA reinvested savings from brand campaigns into incremental growth opportunities, creating a performance flywheel that scaled results.