I’ve been experimenting with different ad formats for mobile campaigns lately, and one thing that caught my attention was push ads. I’d seen them around for ages—those little notifications that pop up on your phone even when you’re not using the app—but never really considered how effective they could be for dating app advertising. Then a friend mentioned they’d seen some surprisingly strong results using them, so I decided to dig in.

At first, I wasn’t sold. I figured people would just ignore push notifications the same way they ignore random email promos or banner ads. But when I thought about it, dating apps are all about timing and attention. You want to reach users when they’re already in a mindset to connect or explore. Push ads, being so direct and personal, seemed like they might actually fit that context pretty well.

My first attempt was messy. I used generic copy like “Find your match now!” or “Start chatting today!” and sent the ads at random times. The click-through rates were decent, but conversions were weak. I realized people see hundreds of messages like that a day—it didn’t stand out. So I tried to make the messages feel more natural, like how a notification from an actual app would sound: short, casual, and specific. Things like “Someone nearby just joined—check it out” worked much better.

Timing made a big difference too. Early evenings, especially around 7–9 PM, seemed to be the sweet spot. I guess that’s when people are relaxing, scrolling, or open to distraction. Weekends performed better than weekdays, especially Fridays. It almost mirrored when people are most active on dating apps themselves.

One thing I didn’t expect was how quickly you can burn out your audience. If you push too many notifications, people start ignoring them—or worse, unsubscribing. It’s a balance between staying visible and being annoying. I found that sending one or two well-timed push ads per day per user segment worked fine. Anything more than that felt intrusive.

Another interesting takeaway was how push ads worked in tandem with other formats. For instance, I was running native ads at the same time, and people who’d previously seen a push ad were more likely to engage with the native ad later. It’s like push ads plant the idea, and the other formats close the loop. So I wouldn’t treat push as a standalone channel—it’s more like a reminder system that nudges interest you’ve already built elsewhere.

I also came across an article about how advertisers are using push ads more strategically in dating app campaigns. It explained how personalization and timing can really boost engagement rates, especially when the message feels like part of the app experience instead of an outside interruption. If anyone’s curious, this breakdown was super helpful: Push Ads for Dating App Advertising. It gave me a few ideas about how to segment users based on activity and location, which actually made my next round of ads perform much better.

The other thing I’ve learned is that push works best when you think about the user’s intent. For example, someone who’s just downloaded a dating app might be excited but hesitant. A push notification that offers a friendly nudge (“You’ve got matches waiting—don’t miss out&rdquofeels more personal than one that just says “Join now.” It’s subtle, but it makes a big difference.

If you’re thinking about trying push ads, I’d say start small. Test a few variations, watch your frequency, and pay close attention to how your audience reacts. Don’t just copy what big advertisers are doing—what works for one niche might not work for another. Dating apps are emotional spaces, and push notifications land directly in a user’s personal space. Keep that in mind when crafting your message.

All in all, I’d say push ads have a lot more potential in dating app advertising than I initially thought. They’re fast, affordable, and surprisingly effective when used thoughtfully. Just don’t overdo it. The line between helpful and intrusive is thin.

Curious if anyone else here has played around with push ads for dating apps? What kind of messages or timing worked best for you?