---
name: app-ads
description: When the user wants to run app install ads, user acquisition (UA), or promote mobile apps. Also use when the user mentions "app ads," "app install ads," "UA," "user acquisition," "Google App Campaigns," "Apple Search Ads," "ASA," "UAC," "App Store ads," "Play Store ads," "CPI," or "app promotion." For store listings, use distribution-channels.
metadata:
  version: 1.0.1
---

# Paid Ads: App Ads

Guides app advertising: app install campaigns, user acquisition (UA), and in-app promotion. Use when promoting mobile apps (iOS, Android); conversion = install or in-app action, not landing page.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Key Platforms

| Platform | Best for | Conversion |
|----------|----------|------------|
| **Google App Campaigns** | Android + iOS; automated across Search, YouTube, Display, Play, Discover | Install, in-app event |
| **Apple Search Ads (ASA)** | iOS only; high-intent App Store search | Install |
| **Meta App Install** | Facebook/Instagram; demand gen for apps | Install, in-app event |
| **TikTok App Install** | Younger users; viral creative | Install |

## Google App Campaigns

- **Reach**: Search, YouTube, Display, Google Play, Discover
- **Bidding**: Maximize Conversions (automated) or Target CPI/CPA (30+ conversions/week)
- **Creative**: Provide diverse assets (videos, images, text); algorithm tests combinations
- **iOS**: SKAdNetwork; conversion value mapping; Firebase for in-app events
- **Bid–budget ratio**: ≥10× for CPI, ≥15× for CPA

## Apple Search Ads

- **Placements**: App Store search results, Today tab, Search tab, product pages
- **Modes**: Basic (automated) or Advanced (keywords, audiences, bids)
- **Audience**: High-intent users actively searching in App Store
- **ASO benefit**: Can improve keyword rankings as secondary effect

## Metrics

| Metric | Use |
|--------|-----|
| **CPI** | Cost per install |
| **CPA** | Cost per acquisition (in-app action) |
| **LTV** | Lifetime value; iOS often higher than Android |
| **Retention** | D1, D7, D30; quality signal |

**iOS vs Android**: iOS typically higher LTV, higher CPI; Android greater scale, lower CPI.

## Tracking

- **Firebase**: In-app events, audiences, value-based optimization (Google)
- **SKAdNetwork**: iOS attribution; configure conversion value mapping
- **UTM**: Use `utm_medium=app` or `cpc` with `utm_source` for app campaigns in GA4

## Pre-Launch Checklist

- [ ] App Store / Play Store listing optimized (ASO)
- [ ] Firebase or equivalent connected; in-app events defined
- [ ] Creative assets (video, images, text) prepared
- [ ] Conversion events (install, signup, purchase) configured
- [ ] Bid–budget ratio meets minimum (10× CPI, 15× CPA)

## Related Skills

- **paid-ads-strategy**: Ad formats by medium; when to use app vs web
- **analytics-tracking**: In-app events; conversion setup
- **traffic-analysis**: UTM for app campaigns; attribution

---

## Agent contract

_Added by Tacit's Skill Builder so agents use this skill predictably. Everything above this section is the
author's original, unchanged. This section restates what the skill already implies; verify it before relying on it._

**Before you start, ask for** (in one message; state assumptions if the user wants you to proceed):
- The app, platforms (iOS / Android) and target markets
- Budget and target cost per install or per action
- Tracking in place (MMP, SKAdNetwork, Firebase) and the conversion event that matters

**Output format:**

```
APP ADS PLAN
Platforms and campaign types (with why)
Budget split and bids
Creatives needed
Tracking setup checklist
Pre-launch checklist
KPIs to watch in week 1
```

**When to stop and hand off to a human:**
- Ads targeting children or in regulated categories (gambling, finance, health): check platform policies and local law before launch
- Spending real budget: get the user's approval of the plan first

_Original: [App Ads](https://github.com/kostja94/marketing-skills/blob/main/skills/paid-ads/formats/app-ads/SKILL.md) by kostja94, licensed MIT. Changes: added this "Agent contract" section._


---

<!-- Original licence -->

MIT License

Copyright (c) 2025 kostja94

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.