Thrive wasn’t about to play the budget-burning game.

We weren't going to spray ads all over Mumbai and pray for downloads. We broke the city into 11 pincode clusters - Downtown, Midtown, Central, you name it. Then we stacked up order volumes against restaurant density and placed bets where the math made sense.

No lazy “Install Now” campaigns here. Co-branded ads with restaurant partners gave us trust and traction. But the real move? Ditching install goals. Why chase downloads when we could chase intent? Our data said anyone browsing 3+ menus was 2x more likely to order. So we optimized for that moment.

And the audience? No generic interests. We pulled up Thrive Direct’s audience, built lookalikes, and ran with them. Every penny worked overtime. 250K installs. 30K orders. The momentum gathered speed with another 300K installs and 40K orders organically. All in just 8 months.

Forget budgets. When you know where to look, the numbers follow.