App Install Campaigns Using Google Ads
If you want more people to download your Android or iOS app, Google Ads App Install Campaigns (also called App Campaigns) are the best way to promote your app across Google platforms at scale. With minimal inputs and Google’s AI optimization, you can reach users across Search, YouTube, Google Play, Display Network, and millions of partner apps.
What Is a Google Ads App Install Campaign?
An App Install Campaign is a fully automated Google Ads campaign designed to increase downloads for your mobile app. Unlike other campaign types, you don’t need to create separate ads manually — Google automatically creates various ad combinations using your:
- App store listing
- Headlines & descriptions
- Images
- Videos
- Logos
Your ads are shown across:
- Google Search
- Google Play Store
- YouTube & YouTube Shorts
- Discover feed
- Display Network
- In-app placements
This ensures maximum reach and high-quality installs.
Updated Types of App Campaigns
Google offers three types of app campaigns:
1. App Install Campaigns (Most used)
Goal: Get the maximum number of new installs.
Google shows your ads to users most likely to install your app.
You can optimize further for:
- Install volume
- Install quality
- In-app actions (e.g., sign up, purchase, add to cart)
2. App Engagement Campaigns
Goal: Re-engage existing users and get them to complete certain in-app actions.
Useful for:
- Shopping apps
- Subscription apps
- Gaming apps
- Delivery apps
This improves retention and lifetime value.
3. App Pre-Registration Campaigns (Android only)
Goal: Promote your upcoming app before launch.
Users can pre-register in the Google Play Store to get notified when your app goes live.
This builds:
- Early hype
- Initial download spikes
- Launch momentum
How App Campaigns Work
- You choose your campaign objective (Installs, Engagement, or Pre-Registration).
- Add basic inputs like headlines, images, videos, and your app link.
- Google tests hundreds of ad combinations.
- Google shows your ads across Search, Play Store, YouTube, display, and apps.
- Google learns which users are most likely to install and optimizes delivery.
- You get installs at the lowest cost possible.
This automation makes app advertising simple and powerful.
How to Set Up an App Install Campaign
Step 1: Create a New Campaign
- Go to Google Ads → New Campaign
- Choose App Promotion
Step 2: Select the Type
Choose:
- App Installs
- App Engagement
- App Pre-Registration (Android only)
Step 3: Add Your App
Enter your app link from:
- Google Play Store
- Apple App Store
Google pulls app details automatically.
Step 4: Choose Your Bidding Strategy
Options include:
- Target CPA (cost per install)
- Maximize Install Volume
- Target ROAS (for advanced in-app optimization)
For new campaigns → Maximize Installs is best.
Step 5: Add Your Ad Creatives
Upload or write:
- Headlines
- Descriptions
- App logos
- Screenshots
- Vertical/horizontal images
- App preview videos (optional but VERY effective)
Google will auto-generate multiple variations.
Step 6: Choose Target Locations & Languages
Examples:
- India
- Specific states
- Metro cities
- Multiple countries
Choose only where your audience exists.
Step 7: Set Your Budget & Launch
Review your campaign → click Publish.
Google will optimize it in the next 2–5 days.
Real-Life Example
Example: “FitFlex – Workout & Diet Planner App”
Goal: Get more installs from young fitness users in India.
Setup:
- Campaign Type: App Installs
- App Platform: Android
- Target Areas: Bangalore, Chennai, Hyderabad, Pune
- Creatives:
- Headlines:
- “Track Your Workouts Easily!”
- “Get Your Diet Plan in 1 Click”
- Screenshots of app dashboard
- 10-second tutorial video
- Headlines:
- Bidding: Target CPA at ₹12 per install
Result:
- Thousands of new installs
- High-quality users (interested in fitness)
- Lower cost per install
- Improved app rankings in Play Store
This is exactly how modern apps scale using Google Ads.
Best Practices for Better App Install Performance
✔ Add at least 5–10 images & 2–4 videos
✔ Localize ads for different states/languages
✔ Use Firebase or App Analytics for event tracking
✔ Optimize for “in-app actions”, not just installs
✔ Improve your Play Store/App Store listing
✔ Focus on high-intent audiences initially
✔ Track install-to-action ratio
✔ Use remarketing ads for non-active users