Has anyone else tried running ads for a dating app and been completely shocked by how much it costs? I went into it thinking, “Okay, maybe a few hundred bucks to get some traction,” but wow—turns out there’s a lot more to it. I thought I’d share what I learned along the way because it’s one of those things that sounds simple until you actually do it.

When I first started exploring online dating promotion, I had no idea where to begin. There are so many channels—Meta ads, Google, TikTok, influencer shoutouts—and everyone says something different about what works. I remember reading a few blog posts that promised “cheap installs” or “fast growth,” but none of them mentioned how unpredictable the actual ad costs can be.

For context, I was helping a friend promote a niche dating app (for travelers, of all things). We didn’t have a huge budget, just a few thousand dollars to test things out. Our goal was simple: attract genuine users, not random clicks or bots. But after the first campaign, I realized that “cost” in dating app advertising isn’t just about money—it’s also about time, testing, and patience.

At first, we went with Meta Ads (Facebook + Instagram) because it seemed like the easiest way to target specific interests and demographics. The results were… mixed. We spent around ₹30,000 in the first week and got about 400 installs. Sounds okay, right? But when we looked closer, almost half the users dropped off after signing up. That’s when I realized it’s not just about cost per install (CPI). The quality of users matters a lot more than the number.

Then we tried TikTok. Everyone said it’s cheaper and better for younger audiences. That part was true—it was definitely cheaper per click—but conversions were another story. We got tons of engagement, but not many sign-ups. Turns out, TikTok’s audience loves swiping, but not necessarily downloading. It was a lesson in matching the platform to the type of dating app you’re promoting.

I also learned that ad costs fluctuate like crazy depending on the season. Around Valentine’s Day, prices nearly doubled. During slower months, you can get much cheaper traffic. If you’re on a tight budget, timing your campaigns can make a noticeable difference.

Something else I didn’t expect: creative fatigue. Dating ads need constant refreshes. What works one week might stop performing the next. I had one funny meme-style ad that worked great at first—people loved it—but after a few days, the performance tanked. Apparently, people get tired of seeing the same ad really fast. So, budgeting for fresh creatives is part of the real cost too.

When we added programmatic ads later, it got a little better. We could reach people across apps instead of just one platform. It helped us understand where users were actually coming from. The downside is that programmatic setups need data to perform well, so small campaigns don’t always show quick wins.

I won’t pretend I cracked the code, but after a few months of testing, I did find a balance. We shifted focus from trying to lower the CPI to improving retention and engagement. In other words, instead of chasing cheap installs, we focused on users who stuck around. That shift changed how we looked at “cost.” Because if someone stays and uses the app for months, that’s way more valuable than ten quick installs that never turn into matches.

If I could go back and start again, I’d do two things differently. First, I’d spend more time researching audience behavior before spending a dime. Platforms like Reddit or Quora are full of discussions about dating app experiences—you can get great insight into what kind of people use which kind of apps. Second, I’d set smaller test budgets instead of jumping into large campaigns right away. You learn a lot more from testing small and scaling up what works.

One blog that helped me understand this better was The Cost of Dating App Advertising. It breaks down the factors behind ad pricing—like platform type, region, competition, and audience behavior—in a really simple way. Reading that made me realize that “cost” is never one-size-fits-all. It depends entirely on what you’re trying to achieve.

So, if you’re planning to promote your own dating app, here’s what I’d say: expect to experiment. There’s no perfect formula. The first few campaigns might feel like money going down the drain, but that’s normal. Use them to learn which platforms bring real users, not just empty clicks.

And don’t stress too much about comparing your results to big apps. Tinder and Bumble spend millions a year. You don’t need that kind of budget to grow—just patience, consistent testing, and realistic expectations.

It’s not a cheap process, but when done smartly, it’s worth it. Because nothing beats that moment when real users start joining, matching, and actually using what you built. That’s when you realize the “cost” wasn’t just about money—it was about building something people want to be part of.

Residential mental health facilities provide intensive, round-the-clock care for individuals with serious mental health conditions. Residential Mental Health Facilities