Install (iROAS)
For recurring-revenue and in-app-purchase apps: bid to a return target on Day 7 or Day 30 events.
APP GROWTH · APP ADVERTISING
Google App,
built around your app.
Universal App Campaigns rotate assets on our cadence, bid to your economic target, and map each ad group to a Play Store Listing Experiment so paid traffic never lands on stale creative.
6% of managed spend, from $1,999/month
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Install (tCPA)
For utility and free apps, where install quality stands in for revenue. We tune the event schema around the actions that matter.
In-app action
Optimises for what users do after installing: trial start, payment, purchase. We need a clean event schema before launch.
Pre-registration
Collects pre-registrations before launch, tied to a launch-day metadata plan so it never runs on its own.
How we run the channel
Wk 1
Event schema. We audit and rebuild your post-install event schema so Google's bidding has useful data from day one.
Wk 2
Asset build. 20+ assets per group: headlines, descriptions, portrait and landscape video, and HTML5 where relevant.
Wk 3–6
Learn phase. We set a fixed budget for the learning phase and make no optimisation changes during it. We watch; we don't steer.
Wk 7+
Next wave. Winning assets move into Store Listing Experiments. Underperforming assets are retired after fourteen days.
Creative and measurement
Creative cadence
- Portrait video + landscape video + at least 5 image variants per ad group at launch.
- Assets are reviewed every 14 days. Google's 'learning' status is no excuse to keep dead creative alive.
- Store Listing Experiments run in parallel, and winning UAC creative becomes the new control on the organic listing.
What we measure
- We report iROAS or tCPA against the target you set in writing.
- Firebase / GA4 event schema documented and re-audited quarterly.
- A board-ready deck every month, with a written note on which decisions the data can safely support.
Account controls
- We bid to your economic target, whatever Google's tCPI recommendation says.
- Every ad group maps to a Play Store Listing Experiment, so paid traffic never lands on stale organic creative.
- Google bills you directly for media; we never touch client cash.
QUESTIONS
Before we get started
Why not just optimise for installs?
Because tCPI optimises for the cheapest install and ignores what the user is worth. For any app monetising through recurring payments, IAP or ads, tCPI leaves 30–60% of value on the table within 90 days.
Do you handle Firebase setup?
Yes: event schema, conversion linking and audience audits. Tracking set-up is part of our scope, so you don't have to sort it out before we start.
What about Play Store Listing Experiments?
Included. Winning UAC creative gets promoted to a Listing Experiment; winning experiments push back into the default listing. Paid feeds organic.
Can you run Google Ads only?
The Apple Search Ads rule applies: paid without ASO burns cash. If you still want it, we scope it with a written economic forecast.
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