Surfshark

Client

Surfshark is a leading VPN service provider, available in over 100 countries worldwide. The company offers solutions for secure and anonymous internet browsing across multiple devices, including smartphones, PCs, and smart TVs.

Objective

• Acquire new users for iOS and Android mobile apps

• Increase conversion rates from free trials to paid subscriptions

Implementation

Traffic Testing and Optimization
Over the course of our two-year collaboration with Surfshark, we tested a wide range of traffic sources. This allowed us to swiftly identify the most effective campaigns for each channel and region. Our focus was not just on acquiring new users, but also ensuring they converted to paid subscriptions after the trial period. We consistently analyzed the performance of traffic for both iOS and Android to maximize quality and conversions.

Channel Diversification
To ensure sustainable growth in subscriptions and increase ARPU (average revenue per user), we implemented a traffic channel diversification strategy. This broadened our reach, boosted user loyalty, and maintained a steady flow of subscribers. We conducted A/B testing across three subscription models—monthly, semi-annual, and annual—tailoring creatives to the needs of different audience segments. This approach helped us identify the most profitable combinations.

Situational Campaigns and Creative Optimization
We maximized results by launching situational campaigns around events such as Black Friday, Cyber Monday, and Christmas, driving significant spikes in sales and subscriptions. Throughout the process, we refined our strategy by eliminating underperforming channels and traffic sources that didn’t convert users from trials to paid subscriptions, ensuring optimal ad spend.

Results

• 215 annual subscriptions for Surfshark

• Increased ARPU through optimized subscription models and targeted creatives

• Successful scaling of CPA marketing with a strong focus on converting free trials into paid subscriptions

Conclusion

Our collaboration with Surfshark demonstrated that an effective traffic channel diversification strategy combined with creative optimization can drive sustainable growth in the competitive VPN market. A systematic approach to traffic testing and situational campaigns helped Surfshark not only attract new users but also retain them, leading to increased revenue per customer.