How to launch a VPN campaign using HilltopAds?
The instructions below are intended for advertisers who already have VPN offers and want to test or scale them using HilltopAds traffic.
Please note: the settings described below are for guidance purposes only and are based on our team’s practical experience and internal testing. In performance marketing, there is no single universal approach that works equally well for all offers, GEOs, and traffic sources. We do not guarantee that these settings will instantly generate high volumes of conversions or revenue. Achieving stable results requires continuous testing, data analysis, and ongoing campaign optimization based on the specific offer and traffic conditions.
Recommended Campaign Setup Overview:
Top format Popunder mobile
Budgets depend on GEO and the number of countries tested
We recommend set $200-300 daily for TIER-1, $100 – for TIER--2, 3Auto-optimization tools are essential
Test multiads and make sure you use appropriate creatives
Creating campaign
Go to your HilltopAds dashboard, click on Manage Campaigns tab on the left and click the Add Campaign button.
Select Ad format
Popunder mobile (recommended and most stable)
Model types: CPM or CPA Goal (available when conversions are tracked)
Traffic channels:
CPM: High + Medium
CPA Goal: All traffic
Frequency cap
1 impression per 24 hours (1/24)
Or 1 impression per 48 hours (1/48)
Screenshot from the HilltopAds advertiser account
Technical Targeting
Device type: Mobile / Smartphones only
OS & OS versions: Target latest 2–3 Android & iOS versions
Android 13+ for US, CA, MX, ES, ZA
iOS 15+ for US, JP, DE, GB, FRAlways match the language to the target GEO
For example, use English for the US, Canada, and the UK; French for France; German for Germany; Spanish for Spain and Mexico; and so on.Browsers:
Tier-1:
Safari, Chrome, DuckDuckGo, GoogleSB, Samsung, Android
Tier-2/3:
Safari, Chrome, GoogleSB, Samsung, Android
LATAM:
Safari, Chrome, GoogleSB, Samsung, Android + Brave
WebView-only traffic campaigns* (Proxy traffic disallowed by default)
* However, we recommend testing Proxy traffic at minimal rates. Especially effective in Tier-2 and Tier-3 GEOs where adult sites are blocked.
Screenshot from the HilltopAds advertiser account
Automatic Optimization Rules (Required)
Auto-optimization is strongly recommended for VPN campaigns due to high traffic volumes. It helps control spend and automatically exclude underperforming zones.
General principle: the faster the target action (e.g. app install), the shorter the optimization interval should be.
Suggested optimization triggers
CPI campaigns
5–10K impressions + at least 1 conversionScreenshot from the HilltopAds advertiser account
CPT campaigns
20–30K impressions + at least 1 conversion
Screenshot from the HilltopAds advertiser account
Or optimize strictly by eCPA per event
Screenshot from the HilltopAds advertiser account
These rules allow you to scale effective zones faster while automatically limiting spend on low-performing traffic.
Budget Recommendations
Testing budgets should depend on GEO tier and the number of countries in the campaign.
Recommended daily budgets
Tier-1 GEOs: $200–300 per day
Tier-2 & Tier-3 GEOs: around $100 per day
Screenshot from the HilltopAds advertiser account
This budget allows you to collect enough data to make correct optimization decisions instead of killing campaigns too early.
Optional: MultiAds & Pre-Lander Testing
As an additional testing step, you can use MultiAds, which allows multiple destination links or pre-landers within one campaign.
To enable MultiAds:
Contact your HilltopAds account manager
What to test
Different pre-landers
Messaging angles (privacy, speed, geo-unblocking, etc.)
Rotating multiple pre-landers often helps identify stronger combinations without increasing traffic costs.
Make sure all creatives and pre-landers comply with HilltopAds policies. Detailed requirements are available in the Help Center.