How do I market a mobile app?
Start with the app store page, because every ad you run ends there. Then use the purpose-built app campaign on each platform, and judge it on what people do inside the app, not on installs alone.
ShoaibUpdated 3 min read
Why fix the store page first?
Your ad earns a tap; the store page earns the install. The name, icon, screenshots, preview video and description are your real landing page. Apple's developer site even offers product page optimisation, which lets you test alternate icons, screenshots and previews against your original. See why landing pages matter for ads: the same logic applies.
Which campaign type does each platform offer?
| Platform | Campaign | What the help page says |
|---|---|---|
| Meta | App promotion objective | "Get people on mobile devices to install or take a specific action within your app" |
| App campaigns | Can run across Search, Google Play, YouTube, Discover and the Display Network | |
| TikTok | App Promotion objective | Supports App Install and App Retargeting |
Google Ads Help also notes that you supply text, images and videos, and the system tests combinations for you, so give it plenty of variety. On Meta, compare this against other goals in which Meta campaign objective to choose.
What should I measure?
Installs are the start, not the goal. TikTok's help centre lists optimisation for in-app events and value, and Meta's objective covers "a specific action within your app". Set up the tracking each platform needs, then watch sign-ups, purchases or subscriptions. If people install but do nothing, the problem is usually onboarding, not the ad. Read what a conversion is.
Where do I start with a small budget?
One platform, one campaign, strong video. Pick the platform where your users already spend time, and only add the next once you know what a real user costs you.
Want app campaigns that bring users who stay? See our Meta ads service for digital marketing that tracks past the install.