How to run enhanced app campaigns on Google Ads

Enhanced app campaigns (EACs) use standard Google web campaigns with tracking links that redirect users directly to app stores, allowing subscription-app marketers to bypass many limitations of Google App Campaigns, such as lack of keyword control, search reporting, placement transparency, and potential brand-search cannibalization. The approach enables search-to-app campaigns with keyword-level revenue and ROAS data, controlled YouTube Shorts and Demand Gen placements, display targeting, and eventually Performance Max, although it does not access Play Store inventory. Attribution relies on tracking click IDs through install and in-app events, then sending server-side conversion data such as trials, subscriptions, renewals, and qualified trials back to Google rather than relying on delayed aggregated SKAN signals. The recommended rollout begins with brand-defense search campaigns, followed by category or competitor terms and Demand Gen campaigns using existing Meta or TikTok creative, while optimizing toward meaningful subscriber-related events rather than installs. Campaigns should have sufficient conversion volume, be evaluated using cohort-based ROAS and trial-to-paid outcomes after adequate learning time, and be scaled first through proven keywords and placements before expanding into additional inventory.

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