How Leadtech Group Used AI Agent Iris for Competitive Intelligence and Market Expansion in Apple Ads • SplitMetrics

Leadtech Group is a global digital company building and scaling mobile apps and online businesses across multiple industries. The company brings together over 800 professionals working in 15+ languages, combining creativity, technology, and data-driven performance marketing to grow apps internationally.

Challenge

Leadtech Group works in a very competitive Apple Ads environment where decisions need to be made quickly.

A lot of the team’s work required switching between tools and combining multiple data points. This made weekly performance reviews and market analysis time-consuming and sometimes difficult to turn into clear next steps.

The team needed a faster way to understand competitor activity, identify keyword gaps, and keep up with shifting market trends.

Solution

Leadtech Group partnered with SplitMetrics to try Iris, an AI agent for Apple Ads performance optimization. The objective was to evaluate how Iris could improve day-to-day workflows, accelerate research, and support more informed decision-making across campaigns.

Trying Iris, you realize quickly that if competitors had this tool, they’d have a huge advantage. For me it was mainly competitor analysis — understanding which keywords competitors launch that we don’t have. It also helped with adding keywords, adjusting bids, exploring new markets, and bringing ideas to the ASO team.

Macha Tcherniaeff
Senior User Acquisition Specialist at Leadtech Group

Iris quickly became embedded in the team’s workflow across several core use cases:

In competitor analysis, the team used Iris to quickly identify keyword gaps and better understand which terms competitors were actively targeting but they were not. This significantly reduced the time required for competitive research and helped uncover new opportunities for expansion.
For weekly performance reviews, Iris replaced manual reporting with instant summaries, allowing the team to simply query how an app performed during the previous week and immediately surface the most important takeaways.
Beyond reporting, Iris also helped translate performance data into action by consistently proposing the top priority actions for the following week, making it easier to move from analysis to execution.
On the market side, the team used Iris to run country-level analyses to gain visibility into trends and competitor signals that would otherwise require manual aggregation. This also supported structured market expansion planning, where Iris generated prioritized recommendations to help the team focus on the most promising regions first.

I asked Iris for market analysis on specific countries — this is very valuable because it shows trends and competitor signals. The market expansion summary was very interesting too, because it gave a table with priorities so we could focus on the most important markets.

Macha Tcherniaeff
Senior User Acquisition Specialist at Leadtech Group

Results

By integrating Iris into their workflow, Leadtech Group improved the efficiency and clarity of their Apple Ads decision-making process.

Faster identification of competitor keyword strategies and gaps
Reduced time spent on weekly performance reporting and synthesis
More structured prioritization of market expansion opportunities
Stronger connection between insights and ASO/UA execution decisions

Iris, for us, is a tool that increases efficiency and is great for getting a quick overview of campaign performance. Monday morning we check last week’s performance and ask: how was last week for this app and what are the top things we should know? One thing I really liked is that it proposes the top three actions for the next week based on performance.

Macha Tcherniaeff
Senior User Acquisition Specialist at Leadtech Group

Overall, with Iris in their workflow, Leadtech Group was able to spend less time gathering information and more time acting on it.