A CPA-model dating offer run into the German market via Facebook targeted ads over three weeks — 340 confirmed sign-ups at an average €4.10 cost per acquisition, spend of €1,394.
The task
The request came from a partner who wanted to enter the geo fast, without a long ramp-up. We needed to find the right creative tone for a German dating offer — the German market shows sharply divergent results between variants of different tone.
We worked the "Dating" vertical in the Germany market. Payment model — CPA per confirmed signup, main sources — Facebook Ads.
How we did it
The plan was built so each step could be rolled back on its own.
- Tested five creative concepts with different tones — from sincere and relationship-focused to light and provocative.
- Both winning variants used candid, "real" photography instead of stock images, combined with direct copy that put no pressure on the user.
- Kept targeting broad initially (ages 25–45, all genders), then segmented tightly once data came in.
What went wrong
The first real setback hit during scaling. Creatives with an overtly light or provocative tone produced both weaker engagement and more moderation problems — the German dating audience turned out to be demanding about message tone.
Kept only sincere, relationship-focused creatives with candid photography in rotation, and narrowed targeting to the 30–38 age group, which delivered almost double the conversion rate of the rest of the range combined — budget was reallocated in its favor by the second week.
The result
By the end of the period, the setup hit its planned numbers. Over the three weeks: conversions — 340, cpa — €4.10, spend — €1,394.
340 confirmed sign-ups at an average €4.10 CPA and €1,394 spend over three weeks.
What we took away
- In dating, creative tone matters more than targeting precision at the first testing stage — you need to hit the right emotional register first.
- Candid, "real" photography consistently outperforms stock images.
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.