Campaign Overview
Vertical: Utilities (VPN)
Traffic Format: Popunder
GEOs: Germany, France, Italy, Spain
Devices: Desktop & Android
Pricing Model: CPA
Campaign Duration: 35 Days
The Challenge
Demand for VPN services continues to grow as users place greater importance on online privacy, unrestricted content access, and secure browsing. The advertiser wanted to expand across multiple European markets while maintaining a target CPA below $10.
The campaign had already performed well on several traffic sources, but scaling further became increasingly expensive. TrafficHunt Popunder traffic was chosen to deliver larger volumes while maintaining profitability.
Initial Campaign Setup
The campaign launched simultaneously across four Tier-1 European GEOs using a multilingual landing page.
Traffic Settings
- Popunder
- Android & Desktop
- CPA optimizer + s2s
- Four localized landing pages
- Broad publisher targeting
The first phase focused primarily on collecting data before making optimization decisions.
Initial Performance
| Metric | Results |
| Impressions | 8,940,000 |
| Visits | 72,100 |
| Conversion Rate | 2.9% |
| CPA | $11.80 |
| ROI | 72% |
Optimization Strategy
1. GEO Segmentation
Instead of managing all countries under one campaign, each GEO received its own budget, bidding strategy and landing page.
This made it possible to react independently to local performance trends.
2. Landing Page Localization
Rather than simply translating content, the team localized messaging for each market.
The updates included:
- Local trust indicators
- Region-specific privacy messaging
- Native-language testimonials
- Localized pricing displays
3. Bid Optimization
TrafficHunt performance data revealed that evening traffic consistently generated the highest conversion rates.
The advertiser:
- Increased bids during peak evening hours
- Reduced bids overnight
- Raised bids only for premium publishers
- Excluded underperforming placements after sufficient conversion data
4. Conversion Funnel Improvements
Several UX updates were introduced:
- Faster page loading
- Simplified subscription flow
- Larger CTA buttons on mobile
- Reduced unnecessary redirects before checkout
Final Results (After 35 Days)
| Metric | Before | After |
| Impressions | 8.9M | 12.8M |
| Visits | 72,100 | 105,700 |
| Conversion Rate | 2.9% | 4.8% |
| CPA | $11.80 | $7.10 |
| ROI | 72% | 190% |
After optimization, the advertiser increased traffic volume by more than 46% while reducing CPA by almost 40%. Overall ROI improved by 118%, enabling profitable scaling across all four GEOs.
Why It Worked
Several optimization techniques combined to deliver consistent improvements:
- Independent optimization for each GEO allowed more precise budget allocation.
- Localized landing pages increased user trust and engagement.
- Time-based bidding captured higher-intent users during peak activity.
- Faster landing pages reduced abandonment before conversion.
- Publisher-level optimization ensured budgets were concentrated on high-quality inventory.
Key Takeaways
✔ Treat each GEO as a separate market with its own optimization strategy.
✔ Localized messaging consistently outperforms direct translations.
✔ Use time-based bid adjustments to maximize ROI.
✔ Regularly review publisher performance and remove low-quality traffic sources.
✔ Scaling works best when driven by data rather than increasing budgets indiscriminately.
