App marketing isn't "set up a Google Ads campaign". It's working with Firebase, in-app event mapping, creative matrices for every format, and quality control from clicks down to Day-30 retention.
UAC (now officially App campaigns) is a specialised Google Ads product. There are no traditional ad groups, no keywords. You give Google your assets, your goal, your budget — and the algorithm distributes impressions across Search, Play Store, YouTube, Display, and Discover.
It looks like autopilot, but install quality depends on three things: clean event signal (Firebase / AppsFlyer), strong assets (Google requires 5–20 creatives), and the right optimisation goal (CPI vs. CPA-event vs. ROAS).
We've run UAC for fintech, mobile games, edtech, and ecommerce apps. Every vertical has its own loop: chase DAU here, first-purchase there, Day-7 retention elsewhere.
SDK validation, in-app event taxonomy, deduplication across attribution sources, post-install events configured for algorithmic optimisation.
Goal selection: tCPI for awareness, tCPA for lead-gen apps, tROAS for in-app purchases. Sequenced migration as data accumulates.
Asset pack: HTML5 banners, vertical 9:16 video, 1:1 square, 16:9 landscape, 5+ headlines, 5+ descriptions. Regular rotation.
SKAdNetwork integration, conversion-value mapping, working within the iOS 14.5+ accuracy constraints. Hybrid approaches with MMP attribution.
Fraud control (incentivised installs, click-spam), geo exclusions, post-install behaviour analysis — to avoid optimising on "dirty" installs.
Day-1, Day-7, Day-30 retention by source. ROAS Day-7 vs Day-30. LTV modelling for tROAS campaigns.
Event correctness, deduplication, post-install action mapping, Google Ads Custom Conversions setup.
Working with your product team: which in-app event do we optimise for, which KPI defines ROAS, how far down the funnel do we look.
iOS and Android run separately. Initial goals: tCPI or tCPA on event. Starting budget €2,000–4,000 per platform depending on app scale.
14–21 days before any ROAS strategy. Minimum 50 conversions / 7 days for stable optimisation.
Migration to tROAS, sequential budget increases (×1.2 per week), addition of new creative concepts.
Send us your current account access and a few notes on your goals. We come back with a free audit and a clear recommendation within two business days.
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