Scaling Fintech App to 5M+ Downloads Through Data-Driven Acquisition Strategy

As part of Careem’s fintech expansion, I led the paid media and organic growth efforts for Careem Pay with a focus on app downloads, signups, and merchant awareness in the UAE. Using a multi-platform strategy combining Meta, Google, and affiliate acquisition, I helped the brand cross 5M+ app downloads, achieved 3M+ verified signups, and cut cost-per-acquisition by 25%, paving the way for Careem’s evolution into a Super App.

Service Areas:
✅ App Marketing (iOS & Android)
✅ Meta & Google Ads
✅ Merchant & Consumer Campaigns
✅ Audience Targeting & Funnel Strategy
✅ Creative Direction
✅ CPI & CPA Optimization

📌 The Challenge

Careem was well known for ride-hailing — but not yet top-of-mind for digital payments. The goal was to position Careem Pay as the go-to fintech app, increase app downloads from new and existing users, and drive signups and merchant transactions.

They needed someone who could:

  • Build top-to-bottom funnel media strategies
  • Optimize cost-per-install (CPI) without sacrificing quality
  • Drive verified signups and app transactions
  • Support B2B merchant onboarding campaigns

🧠 My Approach

I designed a multi-funnel marketing framework across Meta, Google, LinkedIn, and affiliate channels — tailored to both consumers and merchants.

Here’s what I implemented:

  • Segmented campaigns for consumers and SMEs with separate creative funnels
  • Installed Firebase & MMP tracking for full-funnel attribution
  • Launched awareness + conversion split campaigns for new user onboarding
  • Developed creative assets aligned to campaign stages (awareness, intent, action)
  • Ran LinkedIn and Meta lead gen campaigns to onboard merchants
  • Deployed Google UAC for app installs, continuously optimized with event-based targeting

📈 The Results

  • 📲 5 million+ app downloads
  • 👤 3 million+ verified user signups
  • 💸 25% reduction in CPI and CPA across paid channels
  • 🤝 Strengthened merchant onboarding via precision targeting on LinkedIn
  • 🔄 Built a retargeting loop that improved install-to-signup ratio significantly

🗣 What the Team Said

“This wasn’t just user acquisition — it was smart acquisition. The funnel logic, media testing, and creative strategy helped us scale without inflating costs.”
— Growth & Product Team, Careem Pay

💡 Key Takeaway

In fintech, trust and simplicity win. Our performance approach for Careem Pay combined multi-layered targeting, real-time tracking, and funnel-specific creative — resulting in cost-efficient, scalable growth across the MENA region.

📍 Launching a fintech app or expanding your digital product reach?‍