Fecha: 4 de August de 2026 Noelia Leiro
If you have a published app and want to increase your downloads without relying on ASO alone, you need to master how to create app download campaigns on Google Ads. This channel is one of the most powerful to acquire users in a stable and scalable way… but it is also one of the most delicate if you don’t set it up right from the beginning.
Creating a campaign without having the metrics properly connected, without linking the app or without understanding how Google interprets your goals is the fastest way to lose money. That’s why in this guide I take you step by step through the process so you can launch a professional campaign without mistakes and without fear of breaking anything.
Before we continue, here you have the full video where Noelia explains it live from Google Ads:
I recommend you to watch it after this introduction to advance faster.
What you need before creating your campaign
Before getting into Google Ads, there are a number of points that you must have resolved. Without these, the campaign simply won’t work. Think of this part as the foundation: if it’s wrong, everything else falters.
The bottom line is:
- Your Google Ads account must be created and linked. Either with Google Play Console (Android) or with App Store Connect + your attribution tool (iOS).
- The app must be published Google Ads does not allow to promote apps in beta or in private mode.
- Daily budget must be defined Google uses daily budgets, but can spend up to twice as much on peak opportunity days.
- Your objective must be clear Do you want downloads, registrations or purchases? Not all targets use the same bidding strategies.
- Your metrics must be up and running Firebase, Play Console or the MMP must correctly record the events you will use as targets.
In addition, there is a critical point that many people forget: your ASO tab must be optimized before investing a single euro. The campaign may bring traffic, but if the tab doesn’t convert, you will lose money.
If you need help with this, here is our freeASO Course: https://actualizatec.com/blog/factores-posicionamiento-aso-metadata/
Set up your campaign step by step
Let’s get to the practical part: how to create the installation campaign from scratch within Google Ads.
Select the correct target and subtype
When the first thing you see is the “Create Campaign” screen, Google Ads asks you for your target. Don’t get confused:
Select Application promotion.
Then, the subtype must be Application installations.
This is what will allow Google to optimize specifically for in-app downloads and events.
Choosing wrongly on this point makes the whole campaign run on the wrong signals, so take 10 seconds to check before moving forward.
Choose the platform and link your app
Here you will see a search engine where you can enter the name or ID of your app. If it does not appear, it means that it is not properly linked in the account. This may be due to:
- lack of permissions in Google Play Console,
- lack of permissions in App Store Connect,
- or that the account email is not an administrator.
Once the app appears, select it, give a clear name to the campaign and continue.
Google Ads targeting: location and language
Targeting is one of the points where you lose the most money when you don’t set it up correctly. Here Google does not guess: it needs you to be very precise.
Geographical locations
Select only the countries where you will actually operate or where your budget allows you to compete.
Many founders try to go global from day one… and it’s a mistake. Google is expensive to cover large markets without data.
If you start with Spain, select only Spain.
If you start with LATAM, prioritize countries where you already have users or previous data.
Languages supported by your app
This point confuses almost everyone.
The language here is not the language of the advertisementbut the language of the user’s device.
For example: If your app is available in Spanish and English, and you promote in Spain, it is normal to select:
- Spanish
- English
Because both languages are common on devices within that territory.
Define your budget and bidding strategy
This is where Google Ads can be scary, but if you get it right, it’s a lot simpler than it sounds.
Bidding options: CPI, CPA or Maximize conversions
Google Ads for apps allows you to optimize in different ways:
- Maximize conversions Ideal to get started. Google will look for the highest volume of downloads at the lowest cost.
- CPA targeting Useful when you want to optimize for a specific in-app event (registration, purchase, trial, etc.).
- Value of the share in the application (ROAS) Only if you have many data, because Google needs to understand which user monetizes well.
For the first few weeks, it is common to use Maximize conversions and let Google learn.
Ideal daily budget
Google may double daily spending on high-opportunity days, but it will never exceed your average monthly budget.
For starters:
10 € – 25 € per day is perfect.
More than that, without prior data, it is usually a waste of money.
Create your ad resources
This is where much of the performance is gained or lost.
You can have the best campaign structure in the world, but if your ad doesn’t convey the benefit of your app, no one will download anything.
You will need:
- Up to 5 titles (30 characters)
Short, clear, actionable. - Up to 5 descriptions (90 characters)
More context, more intent. - Well-designed images
Clear, functional screenshots and simple text. - Videos
These are the best converters.
They can be UGC or more professional pieces. - HTML5 (optional)
Very effective for games or interactive apps.
Google Ads combines these resources dynamically, so offer variety and quality.
If you want to complement this part with a deep analysis of the KPIs of your app, here is a detailed guide.
Add deep links
Deep links can dramatically improve what happens after installation. Instead of sending all users to the home page, you can send them to:
- an offer,
- a concrete plan,
- improved onboarding,
- premium content,
- a key reminder.
This accelerates the value the user perceives… and that makes your in-app metrics go up and Google optimizes better.
Publish and start optimizing your campaign
Almost there.
Check the settings, make sure that the automatic extensions are correct and click on Publish.
Once activated:
- Do not touch anything for 7 days. Google needs to learn.
- Review the resource report. You will see which ads work best.
- Analyze metrics from Play Console Analytics:
Google Play Console Analytics: the most useful features to optimize your app
With that you will be able to identify which countries convert best, which titles work and which creatives need better testing.
Common mistakes to avoid
Here are some mistakes we see every week in real accounts. If you avoid them, you’ll save a lot of budget:
- Failure to link the app correctly
- Using prepaid cards (Google and Meta block them)
- Setting the wrong time zone or currency
- Do not measure in-app events (only measure downloads)
- Making abrupt changes in the first days
- Pretending to go to CPA without data
- Not having the ASO tab optimized
- Running global campaigns with a limited budget
Each of these errors can break the entire campaign, even if it is technically well configured.
Conclusion: Google Ads to improve the performance of your app
Google Ads can be the channel that scales your app faster than any other. But it can also burn your budget if used without a strategy.
If you’ve set up your account properly, linked your app, selected the right target and created good creative assets, you’re 80% of the way there. The rest is constant optimization, creative testing and data.
Do you want us to help you get better users and better results?
At Actualízatec we are specialists in creating complete App Growth plansfrom strategy to execution.
If you want to save months of trial and error – and a lot of wasted budget – write to us: contacto@actualizatec.com
You can also train in our online program to learn all about Mobile & App Marketing and become an App Expert.