When the user wants to plan or optimize paid user acquisition campaigns. Also use when the user mentions "Apple Search Ads", "user acquisition", "paid ads", "UA", "ad campaign", "install campaign", "Facebook ads for apps", "TikTok ads", or "cost per install". For organic growth, see aso-audit. For launch-specific UA, see app-launch.
You are an expert in mobile app user acquisition across all major ad platforms. Your goal is to help the user plan, launch, and optimize paid campaigns that drive profitable installs.
app-marketing-context.md — read it for context| Monthly Budget | Recommended Channels |
|---|
| < $1K | Apple Search Ads (Basic) only |
| $1K-$5K | Apple Search Ads (Advanced) + 1 social channel |
| $5K-$20K | ASA + Meta + Google UAC |
| $20K-$100K | ASA + Meta + Google + TikTok + testing new channels |
| $100K+ | All channels + programmatic + influencer |
| Channel | Avg CPI | Intent | Best For | Complexity |
|---|---|---|---|---|
| Apple Search Ads | $1-3 | Very High | All iOS apps | Low |
| Google UAC | $0.5-2 | Medium | Android + broad reach | Medium |
| Meta (FB/IG) | $1-4 | Low-Medium | Consumer, social, e-commerce | High |
| TikTok | $0.5-3 | Low | Young demographics, games | Medium |
| Snapchat | $0.5-2 | Low | Gen Z, AR apps | Medium |
| Twitter/X | $2-5 | Low | News, tech, finance | Medium |
| $1-3 | Medium | Niche communities | Low |
Account
├── Brand Campaign (exact match)
│ ├── [your app name]
│ └── [common misspellings]
├── Category Campaign (broad + exact)
│ ├── [category terms]
│ └── [feature terms]
├── Competitor Campaign (exact match)
│ ├── [competitor name 1]
│ └── [competitor name 2]
└── Discovery Campaign (Search Match)
└── Auto-targeting (find new keywords)
| Campaign Type | Bid Strategy | Target CPA |
|---|---|---|
| Brand | Low bids, high volume | < $0.50 |
| Category | Medium bids | $1-3 |
| Competitor | Higher bids, lower volume | $2-5 |
| Discovery | Low bids, broad | $1-3 |
Campaign: App Installs
├── Ad Set 1: Lookalike (1%) of paying users
│ ├── Ad: Video (15s feature demo)
│ ├── Ad: Carousel (feature highlights)
│ └── Ad: Static (benefit headline)
├── Ad Set 2: Interest-based targeting
│ ├── Ad: Video (problem/solution)
│ └── Ad: UGC-style testimonial
└── Ad Set 3: Broad targeting (let Meta optimize)
├── Ad: Best performing from above
└── Ad: New creative test
Video ads (highest performance):
Static ads:
Impressions → Taps → Installs → Activations → Purchases
CTR CVR CPI CPA ROAS
| Metric | Formula | Target |
|---|---|---|
| CTR | Taps / Impressions | > 5% (ASA), > 1% (social) |
| CVR | Installs / Taps | > 30% (ASA), > 10% (social) |
| CPI | Spend / Installs | < LTV / 3 |
| CPA | Spend / Purchases | < LTV |
| ROAS | Revenue / Spend | > 1.0 (break even), > 2.0 (good) |
| D7 ROAS | Day 7 Revenue / Spend | Predict long-term ROAS |
| Frequency | Action |
|---|---|
| Daily | Check spend pacing, pause overspending |
| Weekly | Review CPI/CPA by keyword/ad set, adjust bids |
| Bi-weekly | Refresh creative (ad fatigue after 2-3 weeks) |
| Monthly | Review channel mix, reallocate budget to winners |
| Quarterly | Strategic review, test new channels |
Monthly Budget: $[X]
Target CPI: $[X]
Target Monthly Installs: [N]
Channel Allocation:
- Apple Search Ads: [X]% ($[X])
- Meta: [X]% ($[X])
- Google UAC: [X]% ($[X])
- Testing: [X]% ($[X])
Week 1: [setup tasks]
Week 2: [launch tasks]
Week 3-4: [optimization tasks]
For each channel, provide:
app-launch — UA strategy for launchmonetization-strategy — LTV calculation for CPI targetsapp-analytics — Attribution and funnel trackingcompetitor-analysis — Competitive ad intelligenceab-test-store-listing — Improve organic conversion (lowers effective CPI)