Short answer
Yes, if you are promoting an app. Google's App campaigns promote an app published on Google Play or the Apple App Store, and they are built from your text, assets and store listing rather than from a website.
How App campaigns work
- You provide some text, a starting bid and budget, plus the languages and locations for your ads.
- You can add text ideas, images and videos, and Google also uses assets from your app’s store listing.
- Google then optimises the ads for you across its properties.
Where App campaign ads show
- Google Search and search partners
- Google Play, including search results and related apps
- YouTube
- The Google Display Network, including other apps and mobile websites
- Discover on Google Search
In practice
Most other campaign types, such as Search campaigns for web sign-ups, send people to a page on a website, so they do need one. For an app, a simple website still helps with trust, brand searches and web-to-app journeys, but it should not hold up your first App campaign.
Our Google App campaigns spec guide lists the asset formats you need.
Sources checked 4 October 2026
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