The App Growth Show: S3 E1 Peter Jung

App Growth in the AI Era: Budgets, Creative Testing & Cohort Truth

Welcome to a new era of The App Growth Show, presented by App Guardians!

AI is changing how mobile apps are built, marketed, and scaled, but how much should marketers rely on automation versus their own experience and intuition?

In this episode, host Arpit Patel sits down with Peter Jung, Director of Paid UA & Creatives at App Guardians, to discuss the evolving app growth landscape and share practical lessons from their experience in mobile marketing.

Arpit shares his experience building an app with AI and testing Google Ads with a $1,000 budget. He explains how his cost per install dropped from roughly $16 to $3, what he learned from those early campaigns, and why giving advertising algorithms enough time to learn is so important.

The conversation also explores creative testing, campaign optimization, and the importance of looking beyond surface-level metrics. Arpit and Peter discuss why some ads that appear to underperform can actually deliver stronger long-term results, how to approach creative testing with limited resources, and where human judgment still plays a critical role.

Whether you’re launching your first app or managing campaigns at scale, this episode offers a practical perspective on balancing AI, data, and experience to make smarter growth decisions.

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The App Growth Show is sponsored by the App Guardians, the Marketing Agency Division of App Growth Network; we’re an award-winning app marketing agency based in North America made up of a team of mobile experts that help apps scale their business with customized app marketing strategies. If you are interested to learn more about how you can grow with us, book a free call with us here to start supercharging your mobile growth today!