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Google Ads App Campaigns (UAC): A neural network engine for mobile product growth

It's funny, but some still don't use Google Ads to promote their companies' mobile apps or apps as a product of their core business. Let's talk today about such an advertising category as UAC.

App Campaigns (formerly Universal App Campaigns) is a single format for promoting mobile applications in all Google ecosystems: Search, Play Store, YouTube, Display and Discover. It is enough to specify a goal, a budget and a set of creatives — the rest is done by the machine, automatically selecting the audience and the platform for the display.

  • Machine learning at the core. The algorithm analyzes hundreds of signals (search queries, video context, device type, etc.) and predicts the probability of completing a target action, be it installation, trial, or purchase. This reduces manual targeting and increases the profitability of campaigns.
  • Optimization based on the value of the event. The advertiser can choose a strategy — tCPI, tCPA or tROAS — and the system will strive to provide a set cost or payback. On iOS, tROAS support became globally available in 2025 (tCPI — we are looking for those who will install the application, tCPA — we are looking for those who will perform an action, for example, issue a trial or subscription, tROAS — we are looking for those who will buy and then Google Ads will calculate the payback for us and will continue to search for an audience to try to recoup our investments).
  • Automatic placement management. UAC distributes the budget between channels dynamically: if, for example, a user with a high probability of conversion is currently on YouTube, the display will take place there.

Asset Studio (beta). Generation and testing of AI-based images and video variants in a single Google Ads interface. Accelerates the creation of creatives and increases CTR.

tROAS for iOS campaigns. The algorithm optimizes the cost of attracting paying iOS users based on real income, not just installations.

On-device conversion measurement. Improved attribution without transmitting device identifiers — respecting confidentiality requirements while maintaining data accuracy.

  1. Allocate one GEO per campaign. This makes it easier to manage rates and evaluate LTV across markets.
  2. Collect at least 30 target events per week (installations, trials, or purchases) before switching to tCPA/tROAS — the algorithm needs statistics. 
  3. Structure creatives into three asset groups: user problem, product benefits, and social proof. Update low-performance materials every 2-3 weeks.
  4. Integrate Firebase or the MMP SDK and import events into Google Ads. Correct postbacks are critical for model training.

For Astana Hub residents and technology companies in Kazakhstan, Google Ads App Campaigns offers a scalable, neural network-based path to an international audience: minimal settings at the start, flexible revenue optimization, and quick access to all Google channels from a single point. With proper integration of analytics and discipline in updating creatives, UAC becomes a reliable source of high-quality users and predictable growth.

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ДМИТРИЙ СТОЛЕЦ

Aug. 1, 2025 16:32

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Max Leman · Aug. 4, 2025 11:53

реклама забирает много средств, но вроде дет результаты.

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Kanat Murzabekov · Aug. 1, 2025 18:34

Хорошие системы

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