What is Google App Campaigns (UAC) and how does it work?

Google App Campaigns (formerly Universal App Campaigns or UAC) is the Google automated app install campaign product. It uses machine learning to serve ads across Google Search, Google Play, YouTube, Discover, and the Display Network simultaneously. You provide creative assets and a target CPI or ROAS, and Google allocates budget across placements automatically.

Is Google App Campaigns effective for mobile user acquisition?

Yes, particularly for Android apps where Google Play intent is high. Google UAC captures users actively searching in the Play Store and on Google Search - the highest-intent discovery moments. For iOS, App Campaign performance is more limited since Apple Ads dominates the App Store. Google UAC works best when combined with Apple Ads and TikTok or Meta for prospecting at scale.

What budget do I need to start with Google App Campaigns?

Google recommends a minimum daily budget of 50x your target CPI to allow the learning algorithm sufficient data. For most app categories, this means a minimum of $3,000-$5,000 per month to exit the learning phase and achieve stable performance. Admiral recommends a 30-day learning window before evaluating campaign efficiency.

How does Admiral optimise Google App Campaigns?

Admiral structures campaigns by objective (installs vs. in-app events), manages creative asset refresh cadence to prevent fatigue, and aligns target CPA/ROAS bids with downstream LTV cohorts. We use MMP-to-Google integration (Adjust, AppsFlyer) for accurate attribution and in-app event postbacks.

What creative assets perform best in Google App Campaigns?

Video assets (15-30 seconds) drive the majority of Google UAC performance on YouTube and Display. HTML5 playable ads perform strongly for gaming. Static image assets at multiple aspect ratios are required for Display Network coverage. Text assets should include your core value proposition and a clear call to action.

What is a Google Premier Partner?

Google Premier Partners are agencies in the top 3% of all Google Partners, recognised for expertise, spend under management and demonstrated client growth. The status gives us early access to beta features, direct Google support and advanced training — which benefits your account directly.

Do you work with Performance Max?

Yes. We build and manage Performance Max campaigns for ecommerce, apps and web brands. We structure asset groups correctly, feed in high-quality creative signals and monitor PMax budget allocation to ensure it works alongside — not against — your other campaigns.

What is your minimum Google Ads budget?

We typically work with brands investing a minimum of €20,000/month in paid media, with at least €10,000 specifically on Google. This allows meaningful testing, optimisation and scaling across campaign types.

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4.9 on Clutch from 48 reviews150+ brands grown€500M+ ad spend managedOfficial partner of

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Google Ads · Senior growth team

Google Ads agency that turns search intent into revenue

Q: How do you set up conversion tracking?

We implement conversion tracking via Google Tag Manager with enhanced conversions, including import of offline conversions and server-side tracking where required to give you accurate attribution data.

Q: How much does it cost to hire a Google Ads agency?

Google Ads agency pricing is usually a monthly management fee — a flat retainer or a percentage of media spend — separate from the budget you pay Google for clicks. Admiral Media works on transparent monthly retainers with no long lock-ins, scaled to the number of campaigns, markets and the depth of creative and conversion-tracking work. Most app advertisers find the improved ROAS and lower cost per install offset the fee. Talk to our team for a scoped quote.

App, Search, YouTube and Performance Max campaigns, bid against the revenue events that matter to you. Not clicks.

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4.9 on Clutch from 48 reviews
€500M+ ad spend managed
150+ brands grown since 2019

Published result · MILES+260%conversions−25% CPARead the case study

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The Google Ads problem

Installs are not the goal

Black-box automation

App campaigns and Performance Max choose placements for you. Your inputs are the lever left.

Creative decay

Tired videos and images drag down App campaign delivery. Assets need a refresh schedule.

Broken tracking

Bidding is only as good as the conversion data behind it. Many problems start there.

What we run

One team for media, creative and conversion

Paid searchGoogle Search and App campaigns run alongside Apple Ads for full search coverage.Explore YouTube adsVideo campaigns for installs and sales, with creative built for the format.Explore Shopping and Performance MaxFeeds, asset groups and bidding set up for ecommerce ROAS.Explore AI video adsFresh video assets for App campaigns, produced and tested every cycle.Explore

Published client results

Results we can show you

Each figure comes from a published Admiral case study. They are client results, not a forecast for your app.

Brain training app, Google App campaigns+147%purchases−40% CPINeuroNation case study AI document app on Google+320%ROAS growth, year on year+142% subscriptions, −38% CACChatPDF case study

Clients and recognition

Trusted by growth teams

“We were able to scale our paid social spend by more than 200% while achieving our target ROAS.”

Jakob FutorjanskiCo-founder, NeuroNation

“Since the beginning of our work with Admiral Media, we have seen only one direction: upwards.”

Phillip WaymanCMO, Fastic

“We were especially impressed by their professionalism, speed, and level of expertise.”

Sarah FronckevicCMO, Breeze

4.948 verified reviews on Clutch

Top Clutch mobile app marketing company, 2026

How we work

From first call to scale

Brief and reviewA senior strategist reviews your funnel, channels and goals before the first call.
Plan and launchChannels, creative and measurement agreed, then campaigns go live.
Test and scaleCreative and audiences tested continuously; budget follows paying users.

Questions

About Google Ads marketing

See all case studies or how we charge.

What are Google App Campaigns and how do they work?

Google's automated campaign type for app installs and in-app actions, formerly called UAC. You supply creative assets and a target CPA or ROAS, and Google spreads budget across Search, Google Play, YouTube, Discover and Display.

Are Google App Campaigns effective for user acquisition?

Yes, especially on Android, where Google Play intent is high. On iOS they reach fewer App Store users, so we pair them with Apple Ads for search and with Meta or TikTok for prospecting.

What creative works in Google App Campaigns?

Video carries most of the reach on YouTube and Display. Playables suit games, and images in several aspect ratios are needed for Display. We refresh assets on a schedule so delivery does not fade.

Do you run Performance Max and Shopping for ecommerce?

Yes. We build Shopping, Performance Max and Search campaigns for ecommerce, with feed optimisation, clean asset groups and bidding set to your margins.

How do you set up conversion tracking?

With Google Tag Manager and enhanced conversions, plus revenue imported from GA4 or your MMP. Where relevant we add offline conversion imports. Accurate data comes first, because bidding depends on it.

How much does it cost to hire a Google Ads agency?

A monthly management fee, either a flat retainer or a percentage of media spend, separate from the media budget you pay Google. Retainers are transparent and monthly, with no long lock-ins and no budget minimums. We recommend a media budget after the first call.

Should I run Google App Campaigns in-house or hire an agency?

In-house works if a specialist manages the platform daily and feeds it fresh creative. Because App Campaigns are automated, the edge comes from creative volume, value signals and account structure. We often run the channel alongside in-house teams.

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Tell us where your Google Ads gets stuck

Share your app, target markets and the step of the funnel you want to fix. A senior strategist replies within one business day.

Monthly retainers, no long lock-ins
Fee separate from your media budget
Senior team on every account

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