Google Ads Apps cheat sheet

Google Ads Apps

• App campaigns (ACi) serve across Google Search, Play Store, YouTube, Discover, and Display; the system assembles ads from supplied text, images, videos, and HTML5 assets.

• Bidding is always tCPA or tROAS; there is no manual CPC option. tCPA optimizes for installs or in-app actions, tROAS optimizes for in-app purchase value.

• Campaign goal choices: app installs, in-app actions, in-app action value, and (with Firebase/third-party) engagement. Goal selection determines the conversion action the bidder optimizes toward.

• Asset requirements: up to 5 headlines (30 chars each), up to 5 descriptions (90 chars each), up to 20 images, up to 20 videos, and up to 20 HTML5 assets per asset group. Google recommends at least 4 headlines, 5 images, 1 video, and 1 HTML5.

• Asset groups are the ad unit; each group holds a theme and its own text/image/video/HTML5 assets. Campaigns can hold multiple asset groups, and performance is reported per asset group.

• App install conversion tracking requires either Google Play install tracking (automatic for Play apps) or a third-party SDK (AppsFlyer, Adjust, Kochava, Branch) linked to Google Ads for iOS or non-Play stores.

• tROAS requires in-app purchase value tracking; if purchase value is not passed, tROAS cannot optimize and the campaign falls back to install or action optimization.

• Location, language, and network settings are limited: ACi runs on all Google properties by default; advertisers can exclude content but not choose Search-only delivery.