App Ads
Plan and structure paid app install and user-acquisition campaigns on Google, Apple, Meta, and TikTok.
Overview
app-ads is an agent skill for the Launch phase that guides paid mobile app install ads and user acquisition on Google, Apple, Meta, and TikTok.
Install
npx skills add https://github.com/kostja94/marketing-skills --skill app-adsWhat is this skill?
- Platform matrix: Google App Campaigns, Apple Search Ads, Meta App Install, TikTok App Install
- Clarifies conversion = install or in-app event, not landing-page leads
- Google UAC reach across Search, YouTube, Display, Play, and Discover
- Bidding guidance: Maximize Conversions versus Target CPI/CPA after volume thresholds
- Points store-listing work to distribution-channels skill when ASA or Play metadata is the bottleneck
- 4 key ad platforms covered in the platform table
- Target CPI/CPA bidding noted for 30+ conversions per week on Google App Campaigns
Adoption & trust: 742 installs on skills.sh; 586 GitHub stars; 3/3 security scanners passed (skills.sh audits).
What problem does it solve?
You shipped a mobile app but lack a structured UA plan across Google App Campaigns, ASA, and social install ads.
Who is it for?
Indie iOS or Android builders with a live or test-track app who want CPI/CPA-style paid acquisition.
Skip if: Web-only SaaS lead gen, organic ASO-only strategy, or pre-launch idea validation without an installable build.
When should I use this skill?
When the user wants app install ads, UA, Google App Campaigns, Apple Search Ads, ASA, UAC, CPI, or app promotion; use distribution-channels for store listings.
What do I get? / Deliverables
You get platform-specific campaign framing, bidding notes, and creative or event goals aligned to installs—not generic performance marketing.
- Platform choice and campaign objective map
- Bidding and conversion-event recommendations
- Creative and measurement checklist for install campaigns
Recommended Skills
Journey fit
Paid UA kicks in when the app exists and you need measurable installs—not during initial product coding. Distribution covers paid channels, CPI/CPA bidding, and platform-specific install campaigns.
How it compares
Use for paid install UA; use distribution-channels and ASO skills for store listings and organic discovery.
Common Questions / FAQ
Who is app-ads for?
Solo mobile founders and small teams running or planning paid user acquisition on major app ad networks.
When should I use app-ads?
At Launch when promoting installs via UAC, ASA, Meta, or TikTok; at Grow when scaling CPA or in-app event optimization.
Is app-ads safe to install?
Check the Security Audits panel on this Prism page and avoid pasting ad account secrets into untrusted skill sessions.
Workflow Chain
Then invoke: distribution channels
SKILL.md
READMESKILL.md - App Ads
# Paid Ads: App Ads Guides app advertising: app install campaigns, user acquisition (UA), and in-app promotion. Use when promoting mobile apps (iOS, Android); conversion = install or in-app action, not landing page. **When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output. ## Key Platforms | Platform | Best for | Conversion | |----------|----------|------------| | **Google App Campaigns** | Android + iOS; automated across Search, YouTube, Display, Play, Discover | Install, in-app event | | **Apple Search Ads (ASA)** | iOS only; high-intent App Store search | Install | | **Meta App Install** | Facebook/Instagram; demand gen for apps | Install, in-app event | | **TikTok App Install** | Younger users; viral creative | Install | ## Google App Campaigns - **Reach**: Search, YouTube, Display, Google Play, Discover - **Bidding**: Maximize Conversions (automated) or Target CPI/CPA (30+ conversions/week) - **Creative**: Provide diverse assets (videos, images, text); algorithm tests combinations - **iOS**: SKAdNetwork; conversion value mapping; Firebase for in-app events - **Bid–budget ratio**: ≥10× for CPI, ≥15× for CPA ## Apple Search Ads - **Placements**: App Store search results, Today tab, Search tab, product pages - **Modes**: Basic (automated) or Advanced (keywords, audiences, bids) - **Audience**: High-intent users actively searching in App Store - **ASO benefit**: Can improve keyword rankings as secondary effect ## Metrics | Metric | Use | |--------|-----| | **CPI** | Cost per install | | **CPA** | Cost per acquisition (in-app action) | | **LTV** | Lifetime value; iOS often higher than Android | | **Retention** | D1, D7, D30; quality signal | **iOS vs Android**: iOS typically higher LTV, higher CPI; Android greater scale, lower CPI. ## Tracking - **Firebase**: In-app events, audiences, value-based optimization (Google) - **SKAdNetwork**: iOS attribution; configure conversion value mapping - **UTM**: Use `utm_medium=app` or `cpc` with `utm_source` for app campaigns in GA4 ## Pre-Launch Checklist - [ ] App Store / Play Store listing optimized (ASO) - [ ] Firebase or equivalent connected; in-app events defined - [ ] Creative assets (video, images, text) prepared - [ ] Conversion events (install, signup, purchase) configured - [ ] Bid–budget ratio meets minimum (10× CPI, 15× CPA) ## Related Skills - **paid-ads-strategy**: Ad formats by medium; when to use app vs web - **analytics-tracking**: In-app events; conversion setup - **traffic-analysis**: UTM for app campaigns; attribution