Hi there,
Thanks for reaching out. I had a look at your situation and I'm happy to give you some initial thoughts and guidance based on my experience running paid ad campaigns for apps and software businesses. It’s a common problem you’re facing, so don't worry, it's definately solvable.
You're right, it feels like a chicken and egg problem, but the issue you've described with 150 clicks and zero installs points to something more fundamental than just a lack of reviews. Let's break it down a bit.
We'll need to look at your Meta Ads first...
Okay, so the first and most obvious thing is the ad performance. Getting 150 people interested enough to click through to your App Store page is a start, but having every single one of them drop off without installing is a huge red flag. This tells me the problem isn't just about social proof; it's a breakdown somewhere in the funnel between the ad click and the install button.
When we see this pattern, it's usually down to one of a few things:
-> Your ad targetting is off. Meta ads allow you to get really specific, but it's also easy to get it wrong. You might be showing your ad to an audience that finds the creative appealing but aren't actually your ideal user. For instance, I remember working with a client who had a similar problem, and it turned out their ads were targetting people with older phones that couldn't even run the app. People would click, see the 'not compatible' message, and leave. You could be targetting the wrong age group, interests that are too broad, or a demographic that simply has no use for your app, even if the ad graphic looks nice.
-> There's a major disconnect. What does your ad promise? Does your App Store page deliver on that promise instantly? If your ad creative shows a sleek, game-changing feature but your App Store screenshots are confusing or show something else entirely, users will feel misled. This disconnect creates instant distrust and they'll close the page before they even think about downloading. The messaging and visual identity has to be seamless from the ad right through to the app itself.
-> Your App Store page isn't converting. This is where the lack of reviews comes in, but it's not the only factor. How good are your screenshots? Is your app icon professional? Is the first line of your description compelling and benefit-driven? Users make a snap judgment in seconds. If the page looks unprofessional or doesn't clearly explain the value of the app, they're gone. It's like having a great billboard that leads to a shop with a broken door and dirty windows, no one's going to come inside.
So before we even worry about reviews, we have to fix this leak. Running ads that get clicks but no installs is just burning money. My first piece of advice is to pause those Meta ads immediately until we can figure out which of these issues is the main culprit.
I'd say you need to reconsider your ad platform...
The second big thing to think about is whether Meta is the right place to *start*. For a brand new app with no social proof, it can be a tough platform to crack. Meta is what we call interruption marketing; you're showing your app to people who are scrolling through photos of their friends and family. You have to work really hard to grab their attention and convince them to leave the platform and try something new.
For an iOS app launch, there's a much better place to begin: Apple Search Ads.
Think about the user's mindset. On Meta, they are passive. In the App Store, they are actively searching for a solution. They have a problem and they are looking for an app to solve it right now. The user intent is sky-high. If you sell a productivity app, you can have your app appear right at the top when someone searches for "to-do list app" or "project planner". The conversion rates from these kinds of ads are naturally much higher because you're not trying to create demand, you're capturing it.
I've seen this work time and time again. I remember one campaign where we helped an app grow to over 45,000 signups at under £2 per signup using a mix of platforms, with Apple Search Ads being critical for capturing that high-intent initial user base. It's the most direct way to get your app in front of people who are guaranteed to be looking for what you offer.
You can start with a small budget, test different keywords related to your app's features and the problems it solves, and see what works. The data you get will be invaluable, and the users you acquire will be much more qualified and more likely to become engaged users who will leave those all-important first reviews.
You probably should tackle the review problem differently...
Now, let's talk about the reviews themselves. You're right that they're important for building trust. But getting them from just friends and family isn't sustainable, and I'd strongly advise against any service that offers to sell you reviews. Apple's algorithms are smart, they can spot fake review patterns a mile off, and getting your app delisted is a real risk. It's just not worth it.
Instead, you need a strategy to generate genuine reviews from real users. Here’s a few things I’d suggest:
-> Organic & PR Outreach: Before spending more on ads, you should look at getting some free attention. There are loads of websites for early adopters like Product Hunt, Betalist, and Indie Hackers. Getting featured on these can bring in a flood of tech-savvy initial users. They're often happy to provide feedback and are more likely to leave a review if they like the product. You could also try reaching out to small tech blogs or journalists who cover apps in your niche. A single article can be more powerful than a week of ad spend, sending you highly qualified traffic.
-> Build a Pre-launch Waitlist (for next time): For future projects, this is a must. A simple landing page that collects emails before you launch allows you to build a community. You can keep them updated, ask for their feedback, and then give them early access. This group becomes your first set of beta testers and your most likely source of initial reviews.
-> Smart Incentives: You can't pay for reviews, but you can prompt for them and offer something in return for being an early user. Once you start getting installs (from Apple Search Ads, for example), you can have an in-app message pop up after a user has had a positive experience (like completing a key task for the third time). You could ask for a review then, or offer to unlock a premium feature for free as a 'thank you' for being one of your first users. It's about encouraging feedback, not buying a five-star rating.
You'll need a structured plan to move forward...
Putting it all together, you need to stop what you're doing and take a more structured approach. Trying to solve the review problem by throwing more money at poorly performing Meta ads is a recipe for failure. You need to build a solid foundation first.
I've worked on many software and app launches. I remember one case where we reduced a client's cost per user from £100 down to just £7 for a medical job matching SaaS by optimising their campaigns on Meta and Google Ads. The successful ones always follow a logical process of testing and optimisation. They don't just switch on ads and hope for the best.
This is the main advice I have for you:
| Area of Focus | My Recommendation | Why this is important |
|---|---|---|
| Current Meta Ads | Pause them immediately. | They are currently wasting your budget. 0 installs from 150 clicks shows a fundamental issue that needs fixing before you spend another penny. |
| App Store Page | Critically review and optimise your page. Get better screenshots, improve your icon, and write a compelling, benefit-focused description. | This is your digital shopfront. Even the best traffic won't convert if the page looks untrustworthy or confusing. This is your number one conversion tool. |
| Initial Ad Strategy | Shift your initial ad budget from Meta to Apple Search Ads. Start with a small, controlled budget. | This allows you to capture high-intent users who are actively looking for an app like yours. It's the fastest way to get quality initial installs and feedback. |
| Generating Reviews | Focus on organic outreach (Product Hunt, etc.) and reaching out to relevant blogs/reviewers. Implement smart, in-app prompts for reviews later. | This builds genuine social proof without risking your developer account. Real reviews from real users are far more valuable and sustainable. |
Getting this process right involves a lot of moving parts – from keyword research for Apple Ads, to writing compelling copy for your App Store page, to knowing when and how to scale back onto platforms like Meta. It can be a bit of a minefield, and this is often where working with an expert can make a huge difference.
We specialise in taking situations like yours, diagnosing the core problems, and implementing a paid advertising strategy that actually delivers results. We handle the campaign setup, the ongoing optimisation, and the strategic decisions about which platforms to use and when, so you can focus on improving your app.
If you'd like to chat through this in more detail, we offer a free initial consultation where we can take a proper look at your specific case and give you some more tailored advice. Let me know if that's something you'd be interested in.
Regards,
Team @ Lukas Holschuh
