If you’re a marketer tasked with boosting mobile app installs, one of the best ways to target the right audience is through app-install ads. These specialized digital ads are designed to drive installs by putting your app in front of the people most likely to download and use it. In this guide, I’ll break down how app-install ads work, highlight the benefits across several popular ad platforms, and share some best practices.
What Is an App Install Ad?
An app-install ad is a digital advertisement specifically designed to encourage users to download and use a mobile app. App-install ads tend to be visually appealing, using high-quality images and video, with clear messaging and a direct call-to-action (CTA), often as a download button. Most major ad platforms — like Meta, Google, Realize, and social media channels like Pinterest, X, and Snapchat — offer app-install ads. Unlike traditional digital ads, app-install ads are optimized to track and measure app downloads.
6 Best Practices for App Install Ads
1. Use eye-catching visuals
At the risk of sounding obvious, always use high-quality images and videos that showcase your app’s functionality and value.
2. Focus on the benefits, rather than the features
Don’t just tell users what your app can do — let them know how it will make their life easier, or solve their problems.
3. Avoid long copy
It’s best to use clear and concise headlines with direct CTAs, e.g., Install Now, Download Free, as these work best on mobile devices.
4. Target the right audience
Regardless of the ad network you’re using (Google, Facebook, Realize), make sure to leverage their targeting capabilities. This will help you reach users based on location, interests, behaviors, etc.
5. A/B test your ad creatives
Run two versions of your ads to test different headlines, visuals, and CTAs. This way, you can see which version drives the most installs.
6. Track user actions post-install
Use tools like Meta’s SDK, or MMPs to track in-app behavior, such as sign-ups, purchases, and retention.
What Do App Install Ad Platforms Do?
App install ad platforms don’t just place your ads, they provide you with tools that are designed specifically for driving app downloads. Here are some key features offered by these platforms:
Drive Installs Across Multiple Channels
When you work with an ad platform that serves ads across multiple channels, like Meta or Google, your app install ads can appear in everything from social feeds to search results, video streaming platforms, and, in the case of Realize, the open web.
Accurate Tracking of App Installs
Most ad platforms can connect to MMP or SDK tools, which can track when someone installs your app and the actions they take afterward. You need this data to know which ad or platform drove the install or to effectively re-target users who didn’t fully convert.
Use AI to Find High-Quality Users
The major app install platforms offer AI-powered optimization, which leads not only to more app installs but also helps to find the highest-quality, aka most profitable, users. Those are the ones who are more likely to take valuable actions in the app, like subscribing to a membership or making a purchase.
Audience Segmentation
App install platforms can segment audiences based on the type of mobile device they’re using, OS version, location, interests, or even behaviors. Having this information at your disposal makes it easier to promote your app to users who are more likely to convert. You can also avoid wasting valuable ad budget on low-value users.
You can consult our recommended list of app install ads for 2025 with features and benefits.
Key Takeaways
App install ads are an excellent way to find new mobile app users, especially when you run them on platforms that are optimized for mobile engagement, like Facebook, YouTube, Snapchat, or Realize. Each platform has its distinct benefits, from cross-platform promotion (Meta, Google) to real-time visibility (Twitter/X) to open web access (Realize). Most platforms also offer advanced targeting and tools for install tracking. Whether you’re launching a new app or scaling an existing one, app install ads are an instrumental part of your growth strategy.
Frequently Asked Questions (FAQs)
What is an app install ad on Twitter (X)?
Twitter, or X, app install ads use app cards to promote mobile apps directly in user timelines. The cards include your app’s icon, ratings, and a download button, and are designed to drive app installs.
How do I run an app install ad on Facebook Ads?
Meta Ad Manager allows you to create an app install ad using its “App Promotion” objective. Head to Ads Manager and select the ad account associated with your app. Select “Create” and the “App Promotion” objective from there. You can opt for a manual app promotion campaign or automate the process by choosing “Advantage+ app campaign.” Once you’ve completed the various sections, including budget and schedule, audience, placement, ad creative, etc., click “Publish” to take your app ad live.
How do I create an app install campaign in Google Ads?
Google Ads offers ad campaigns to promote your app on Google-owned properties like Google Search, Google Display Network, YouTube, etc. Here are the steps to follow:
1. From the “Campaigns” page, choose “New Campaign”.
- Choose “App promotion” as your campaign type.
- Select the app you wish to promote from the Apple App Store or Google Play Store.
- Choose a name for your campaign. Google recommends including the OS in the campaign name (iOS or Android).
- Configure your campaign location and language settings.
- On the Budget and Bidding page, set your average daily budget, focus, and target users.
- Finally, create your ad assets (headlines, descriptions, images, videos, etc.), and publish your campaign.
