Why is Google Ads a viable option?

Budget control

• You choose an average daily budget. On a given day a campaign may spend up to twice that, but over a month it spends no more than 30.4 times the daily budget.
• You can pause, raise or lower budgets at any time.

Reach and automation

• Display campaigns can reach people across 35 million websites and apps, plus YouTube and Gmail.
• App campaigns promote an app across Google Search, Google Play, YouTube, the Display Network and other apps, built from your text, assets and store listing.
• Smart Bidding optimises bids in each auction for conversions or conversion value.

When it may not fit

• Your conversion tracking is not set up, so bidding has nothing reliable to optimise towards.
• Your budget cannot fund enough conversions. For App campaigns, Google advises at least 50 times your target cost per install a day.

In practice

For most apps and games, Google is one of the first channels to test, because App campaigns cover so many placements from one setup. Judge it on cohort revenue and payback, not on cost per install alone.

See how we run App campaigns on our Google Ads agency page.