Case Study: Tellmewow achieves up to 31% higher ROAS with Google AdMob

Tellmewow improves ROAS 31% with AdMob's impression-level ad revenue feature

Tellmewow, a Spanish mobile game studio founded in 2018 with more than 100 million downloads, relied heavily on in‑app ads and ran 200+ Google Ads user‑acquisition campaigns but lacked the visibility to link acquired users’ lifetime value (LTV) to campaign spend and reliably optimize ROAS. To solve this, Tellmewow implemented Google AdMob’s impression‑level ad revenue feature.

Google AdMob helped Tellmewow connect impression‑level ad revenue with Google Ads, Firebase, and Data Studio to build a ROAS dashboard, analyze CPI and LTV, and quickly scale or pause campaigns. The result was a 22% improvement in ROAS across campaigns in the first five months of 2022, up to a 31% ROAS increase in key markets (Brazil, Mexico, United States), and more than $1.5M in additional annual recurring revenue.

Tellmewow

José María Martínez Burgos

Marketing Manager