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GuidesGoogle AdsApp Campaigns

App Campaigns

Promote a mobile app across Google Search, Google Play, YouTube, Discover, and the Display Network. The ad links to the app’s store listing on its own, so there is no landing page to set up.

Plans: App campaigns are an Early Access feature. See Pricing.

Creating an App campaign

  1. Choose App in the launcher and pick the app (its store listing URL identifies it).
  2. Budget & bidding: daily budget and a target cost-per-install, what an install is worth to you. Google recommends a daily budget of at least 50 times your target CPI. Google accepts less, but it slows learning.
  3. Ad texts: Google assembles the final ads from your headlines and descriptions (plus any images or videos you add), mixing them differently per surface. Text alone is enough to run.
  4. Targeting: locations and languages. Beyond those, App campaigns target on their own: no audience or keyword inputs.
  5. Validate: checks the campaign against Google without creating it, and reports exactly what Google objects to.
  6. Review & create: created paused, activate from the dashboard.

Good to know

  • Images are JPG/PNG up to 5 MB, in landscape (1.91:1), portrait (4:5), or square (1:1).
  • Videos are YouTube videos; upload one or use one the account already owns.
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