Google Ads is one of the user acquisition channels with the greatest scale potential for mobile apps and games. App Campaigns (AC) combine Search, Play Store, YouTube, Display and Discover inventory in a single campaign, letting you reach users at high volume. But scale alone isn't enough; real success comes from finding quality users who keep CPI low while keeping D1/D7 retention and ARPU high.
At Peax, we know the dynamics of mobile game and app categories: the balance of volume and eCPM in hyper-casual games, acquiring high-LTV users in midcore/strategy games, and trial-to-paid conversion in subscription apps. We structure campaigns around these goals and feed Google's algorithm the right conversion signals with tCPA/tROAS bidding.
On iOS, we build the full measurement stack, from SKAdNetwork (SKAN) and conversion value schema setup to MMP (AppsFlyer/Adjust) integration and creative iteration. We optimize campaigns weekly on CPI, CPA, ROAS, retention and ARPU, growing scale while protecting profitability.
Our approach
App Campaigns (AC) management
High-volume installs from quality users through asset groups, creative variety and tCPI/tROAS bidding.
SKAN & conversion value
On iOS, we feed campaigns the right signals with a SKAdNetwork conversion value schema and value-based bidding.
LTV & ROAS-driven scaling
We grow budgets in a controlled way that stays profitable, based on D7/D30 ROAS and LTV forecasts.
Creative testing engine
We drive CPI down by testing hooks, lengths and formats in game and app videos.
Audience & geo strategy
We optimize the eCPM/CPI balance with tier-based country and audience segmentation.
Transparent reporting
We combine MMP and Google Ads data to track CPI, CPA, ROAS, retention and ARPU in a single dashboard.