Simultaneous launch across 3 GEOs optimised on the sign-up event. Best result: Georgia with 5.1% CR.
The task
The campaign launched from scratch: the advertiser had no buying history in this geo. We needed to simultaneously test the same product across three GEOs with identical creatives, to see whether differences in results were driven by the market rather than campaign execution.
We worked the "App Install" vertical in the Georgia market. Payment model — CPA per in-app sign-up, main sources — .
How we did it
The plan was built so each step could be rolled back on its own.
- Launched all three GEOs simultaneously with identical creatives and a single optimization event — in-app sign-up, not install — so any difference in results could be attributed to the market reaction.
- Set a rule: a gap in results has to hold for roughly a week and a half before it is treated as a market signal rather than random noise.
- Once the CR gap failed to close and held through the first ten days, began reallocating budget toward Georgia.
What went wrong
The first real setback hit during scaling. All three GEOs started with the same materials, but Georgia immediately pulled ahead with a 5.1% CR against a mixed 3.2% across the other two markets — the question was whether this was a durable market signal or early noise, before reallocating budget.
The gap turned out to be explained by lower attention cost in Georgian ad inventory, not by differences in creatives or audience — the same materials ran everywhere. Once the gap held for the designated week and a half, budget was confidently reallocated toward Georgia.
The result
By the end of the period, the setup hit its planned numbers. Over the 2025: campaign roi — 220%, best cr (georgia) — 5.1%, geos launched simultaneously — 3.
Result: 220% ROI and the best CR of 5.1% in Georgia against a mixed 3.2% in the other two markets; the "wait a week and a half before trusting the signal" rule is still used by the team today.
What we took away
- Identical creatives and a single optimization event are the only way to compare GEOs honestly against each other.
- A difference in results has to hold, not just appear, before it can be treated as a market signal.
These numbers belong to one specific setup, geo, and buying period. Economics will differ on another offer or in another season — we always recalculate them before launch.