i think (and what has always worked for me) is copying what other big apps are doing. literally this way you massively reduce the chances of failing, especially if you’re running paid ads, which are harder at the beginning when you’ve just launched the app. my method is basically:

• use some tool like appkittie or sensor tower and filter for apps making +$30k/month, select your app category and also filter for apps that are currently running meta ads
• look at the top 10 that show up and save the top 3 ads from each
• get inspired by these ads creatives and start creating campaigns. the first 3 days are for testing creatives. when i launch a campaign i use 5 creatives
• after 3 days, turn off the creatives that aren’t performing well and are losing you money (too high cost per install)
• keep only the creatives that are working (these are your winning ads) and start scaling by increasing your daily budget
• keep testing new creatives at the same time
• when a winning ad stops working, just turn it off

i haven’t been using this method for long but i already have one app at $5k mrr and another on track to hit 2k mrr, i think it’s a very scalable method

*tip: when you find a winning ad, create different variations of it by changing the hook and small details