A business launching its first app usually tries to promote it with the same ads it uses for its website: a nice image, persuasive copy, a link. The problem is that Google and Meta have specific formats for apps (App Campaigns on Google Ads, Advantage+ App Campaigns on Meta) that work in a completely different way: instead of you choosing where the ad shows, the platform decides automatically between search, YouTube, Google Play and its network of partner apps, optimising directly for installs, not clicks.
Why the goal cannot just be "install"
An install that nobody ever opens again is worth nothing to the business, however cheap it turned out to be. It is essential to set up in-app event tracking (registration completed, first purchase, repeat use) so the platform optimises towards users who genuinely use the app, not just towards people who install it and abandon it the same day.
The measurement SDK: the technical step nobody wants to do, but it is essential
Without correctly integrating Google's or Meta's measurement SDK into the app's code, the platform cannot know what happens after the install, and all subsequent campaign optimisation stays blind. This step usually requires a developer, and it is worth planning for before launching any campaign budget, not after.
A realistic minimum budget for this type of campaign
These campaigns need a volume of data for the algorithm to learn how to optimise well, so very low budgets (a few euros a day) rarely produce representative results. It is more reasonable to start with a budget that allows at least a few dozen daily installs during the first weeks, so the system has enough data to work with.
Differences between promoting on iOS and on Android
Apple's privacy restrictions considerably limit how much behavioural data can be shared with advertising platforms, which usually translates into a higher cost per install and less precise optimisation on iOS than on Android, something worth factoring in when splitting budget between the two systems.
Frequently asked questions
Do I already need the app published in the stores to launch the campaign?
Yes, the campaign needs the actual store listing (Google Play or App Store) to direct traffic towards, so the app must be published, even in an early stage, before it can be advertised.
Can I choose which specific apps or sites my ad shows on?
No, unlike other campaign types, app campaigns run in a fully automated way and do not allow choosing specific placements; that is the price paid for the wide reach they offer.
Is it worth it for an app with a very local or niche audience?
It can work, but it is worth being realistic about the minimum budget needed: for very small audiences, other more manual promotion channels may pay off better than this kind of automated campaign.