The three subtypes
- App campaigns for installs (ACi): bring in new users. You can add audience signals to tell Google which users are most likely to install.
- App campaigns for engagement (ACe): re-engage people who already installed your app. Google requires at least 50,000 installs, deep links, audience lists, and app conversion tracking through Firebase or an app attribution partner.
- App campaigns for pre-registration: Android only. They build pre-registrations before launch on Google Play. The app must launch within 90 days of opening pre-registration and can't already be available in the countries you target.
Bidding options
- Installs: Target cost per install (Target CPI) if you set a bid, or Maximize conversions if you don't.
- In-app actions: Target CPA, or Maximize conversions without a target.
- In-app action value: Target ROAS, which Google says requires the Firebase SDK and events that pass a dynamic revenue value, or Maximize conversion value.
- Pre-registration: a target cost per pre-registration.
Google says App campaign bidding aims for your target over your in-app event's conversion window, so a single day can land above or below it.
Where they run and what you control
Ads can show on Google Search and search partners, Google Play (search results, related apps and the homepage), YouTube, the Display Network including Gmail and other apps, and Discover. You don't build separate ads for each network or format. You control the goal, the conversion action you optimize for, the bid, budget, locations, languages and the assets. Google's API documentation adds that an App campaign can't use a shared budget or a portfolio bid strategy. In our experience the levers that matter most are which in-app event you bid on and how varied your assets are.
Common questions
What are the types of App campaigns in Google Ads?
There are 3: App campaigns for installs, App campaigns for engagement, and App campaigns for pre-registration. Pre-registration campaigns are Android only.
Where do Google App campaign ads show?
Across Google Search and search partners, Google Play, YouTube, the Google Display Network (including Gmail and other apps), and Discover. Google picks the formats and placements from your assets.
Can I use Target ROAS in an App campaign?
Yes, for in-app action value. Google says Target ROAS requires the Google Analytics for Firebase SDK, and the in-app events you optimize for must pass a dynamic revenue value.
What do I need for an App campaign for engagement?
Google requires at least 50,000 installs, deep links, audience lists, mobile app conversion tracking through Firebase or an app attribution partner, and a privacy policy that complies with Google's EU user consent policy.
Can App campaigns use a shared budget or portfolio bid strategy?
No. Google's Google Ads API documentation says an App campaign can't use a shared campaign budget or a portfolio bid strategy, and the bid strategy has to be set when the campaign is created.