Process Flow
Animated overview of the full workflow
TL;DR
Google App campaigns promote your mobile app across Search, Google Play, YouTube, Display, and Discover using a single campaign. You provide text, images, and video assets plus a budget and target CPA — Google automates the rest including targeting, bidding, and ad assembly. Link your app from the Google Play Store or Apple App Store, set your campaign goal (installs, in-app actions, or pre-registration), and let the algorithm optimise.
Step-by-Step Guide
Follow these 4 steps to complete this guide
- 1
How App Campaigns Work
Unlike other Google Ads campaign types, App campaigns are fully automated. You provide creative assets and signals, and Google decides where and when to show your ads. There is no keyword targeting, placement selection, or bid management — the algorithm handles everything.
- 2
Campaign Goals
**App installs:** Maximise the number of new users installing your app. Best for launch and growth phases. **In-app actions:** Optimise for users who complete specific actions after installing (e.g., sign-up, first purchase, reach level 10). Requires in-app event tracking through Firebase. **Pre-registration (Android only):** Drive pre-registrations for apps not yet launched on Google Play.
- 3
Setup Steps
Create a new campaign with 'App promotion' objective. Select your app from the store listing. Choose your campaign goal. Add creative assets: up to 5 text ideas (headlines and descriptions), up to 20 images, up to 20 videos, and up to 20 HTML5 assets. Set your target CPA and daily budget. Launch.
- 4
Creative Best Practices
Provide diverse assets — Google needs variety to test combinations. Include both landscape and portrait images. Include both landscape and portrait videos. Write headlines that highlight different benefits and features. Let Google test combinations for at least 2 weeks before replacing underperforming assets.
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