PPC for Mobile Apps PPC — Adluna

Why App PPC Is Different

App marketing has its own ecosystem. You are not just driving website visits — you are driving installs, in-app events, and long-term retention. The tracking is different (SKAN, Privacy Sandbox), the platforms have dedicated app campaign types, and the economics revolve around lifetime value per install.

The App PPC Stack

Google App Campaigns (UAC)

Google’s machine-learning-driven app install campaigns. They run across Search, Play Store, YouTube, Display, and Discover — all from a single campaign. The algorithm optimizes toward your target CPI or target CPA for in-app events.

Apple Search Ads

For iOS apps, Apple Search Ads capture intent at the moment someone searches the App Store. High intent, premium pricing, strong conversion rates. Essential for any app with iOS users.

Meta App Install Campaigns

Facebook and Instagram are powerful for app installs, especially for consumer apps. We use Advantage+ App campaigns for automated optimization and manual campaigns for testing specific audience-creative combinations.

TikTok App Campaigns

TikTok’s younger demographic makes it ideal for consumer apps, gaming, and lifestyle products. Short-form video creative is the key — we help develop TikTok-native creative that feels organic, not like an ad.

Retargeting (In-App Event Based)

Drive deeper engagement from existing users. Retarget installers who have not completed onboarding, users who have not made an in-app purchase, or lapsed users who have not opened the app in 7+ days.

Common App Marketing Challenges We Solve

iOS tracking post-ATT: Apple’s App Tracking Transparency reduced visibility into user-level data. We work within SKAN limitations, use probabilistic modeling, and optimize for in-app events that correlate with revenue.

Low-quality installs that never open the app: We optimize for post-install events (registration, tutorial completion, first purchase) instead of just installs. This ensures the algorithm targets users likely to engage, not just download.

High CPI in competitive categories: Gaming, fintech, and dating apps face CPIs of €5-20+. We reduce waste through creative optimization, audience refinement, and platform diversification.

Fraud: Mobile ad fraud (fake installs, click injection, device farms) can eat 10-30% of budgets. We implement fraud detection, monitor for suspicious patterns, and work with verified ad networks only.

App Metrics We Track

Metric	Why It Matters
Cost per install (CPI)	Base acquisition cost
Cost per registration	Qualified install cost
Day 1/7/30 retention	Install quality indicator
Cost per in-app purchase	Revenue-driving action cost
ROAS (Day 7, Day 30, Day 90)	Revenue return timeline
LTV:CAC ratio	Long-term profitability
SKAN conversion values	iOS attribution data

Creative for App Campaigns

App install ads live and die by creative quality. What works:

App Store screenshots in motion: Animated screenshots showing key features
UGC-style videos: Real people using the app, filmed casually on phones
Problem-solution format: “Ever had [problem]? [App name] fixes that in 3 taps”
Social proof: “2M+ downloads” or “4.8★ rated” overlays on video
Quick demo videos: 6-15 second screen recordings showing the core value proposition

What does not work:

Corporate-looking ads that feel like a PowerPoint
Long explainer videos (you have 3 seconds to grab attention)
Misleading creative that does not match the actual app experience (leads to uninstalls)

The App Growth Loop

Acquire: Paid campaigns drive installs from high-potential users
Activate: Onboarding flow converts installs into registered, engaged users
Monetize: In-app purchases, subscriptions, or ad revenue from engaged users
Retain: Push notifications, retargeting, and product improvements keep users active
Refer: Referral programs turn happy users into organic acquisition channels
Optimize: Feed engagement data back into acquisition campaigns to target more users like your best ones

We focus on steps 1-2 and 5-6, while working with your product team on 3-4.

Who We Work Best With

Consumer apps with global or regional distribution
Apps with clear monetization (subscriptions, in-app purchases, premium tiers)
Companies spending or ready to spend €5K+/month on app install campaigns
Teams that can share in-app event data for campaign optimization
Apps with 4+ star ratings (ad performance suffers with low ratings)
Games, fintech, health/fitness, productivity, social, and lifestyle categories