Apple Search Ads vs Google App Campaigns: Which Is Best for Your App?

If you want to boost your app’s visibility and downloads, you’ve probably come across two major advertising platforms: Apple Search Ads and Google App Campaigns. But which one is right for you?

In this article, we’ll break down the key differences between these two advertising giants, their pros and cons, and how to choose the best platform for your app’s success. Let’s dive in!

What Are Apple Search Ads and Google App Campaigns?

Before we compare them, let’s understand what each platform offers.

Apple Search Ads

Apple Search Ads is a premium advertising platform designed specifically for app developers looking to increase their visibility within the Apple App Store. With millions of apps competing for attention, getting discovered organically can be challenging. Apple Search Ads helps solve this problem by placing your app directly at the top of relevant search results, ensuring that users looking for apps like yours see your ad first.

How It Works

Apple Search Ads operates on a keyword-based bidding system, meaning developers bid on relevant keywords that potential users are likely to type into the App Store search bar. When a user enters a matching or closely related keyword, Apple’s algorithm determines which ad appears at the top of the search results based on bid amount, app relevance, and user behavior.

Types of Apple Search Ads

Apple offers two versions of its Search Ads platform:

1. Search Ads Basic – A simplified, automated version where Apple manages bidding and budget allocation for you. Best for developers with smaller budgets.
2. Search Ads Advanced – Gives full control over keyword selection, audience targeting, bid adjustments, and budgeting. Ideal for developers who want to fine-tune their ad strategy.

By leveraging Apple Search Ads, developers can boost their app’s visibility, drive quality installs, and achieve a strong return on investment—especially if they use well-researched keywords and optimize their bids effectively.

Google App Campaigns

Google App Campaigns (GAC) offer a highly automated and data-driven approach to app promotion. Unlike Apple Search Ads, which focus solely on the App Store, Google App Campaigns expand your reach across multiple Google-owned platforms, helping you acquire users from various touchpoints.

How Google App Campaigns work

Instead of manually selecting ad placements, bidding strategies, or creative combinations, Google App Campaigns leverage machine learning to optimize your ads based on your specific campaign objectives. You simply provide:

•  Ad assets (such as text, images, videos, and app store links)
• Target audience preferences
• Budget and bid strategy

From there, Google’s AI dynamically tests different combinations of text, visuals, and placements to determine which ad variations drive the most app installs, engagements, or in-app actions based on your goals.

Where your ads appear

Google App Campaigns utilize Google’s vast ecosystem to reach potential users wherever they are:

• Google Search – Ads appear when users search for relevant app-related keywords.
• Google Play Store – Your app is promoted in Play Store search results, “Suggested Apps,” and the homepage.
• YouTube – Ads run as skippable or non-skippable video ads before or during YouTube videos.
• Google Display Network (GDN) – Banner ads appear on millions of websites and apps that are part of Google’s advertising network.
• Google Discover – Ads are shown in Google’s personalized Discover feed, reaching users passively.

Campaign types

Google App Campaigns allow you to choose an objective that aligns with your app marketing strategy:

1. App Install Campaigns – Optimized to drive new downloads from high-quality users.
2. App Engagement Campaigns – Focuses on re-engaging existing users and encouraging them to take specific actions within the app (e.g., completing a purchase or subscription).
3. App Pre-Registration Campaigns – Available for upcoming Android apps, allowing users to pre-register before launch.

By leveraging Google App Campaigns, developers can expand their app’s reach, drive quality user acquisitions, and achieve their marketing goals with minimal manual intervention—all while benefiting from Google’s powerful AI-driven ad placement strategy.

Apple Search Ads vs Google App Campaigns: key differences

Let’s compare these platforms across key aspects.

1. Targeting and audience reach

• Apple Search Ads: Apple Search Ads target users inside the App Store when they search for specific keywords. This means your app ad appears only to users actively looking for an app like yours. Apple also allows targeting based on demographics, location, device type, and customer type (new users vs. returning users).

• Google App Campaigns: Google, on the other hand, casts a much wider net. Ads are displayed across Google’s entire ecosystem.

Winner: Apple Search Ads is best for high-intent users who are ready to download an app. Google App Campaigns is better if you want wider exposure across multiple channels.

2. Ad placement

• Apple Search Ads only appear in the App Store search results.
• Google App Campaigns show ads on Google Search, YouTube, Play Store, Display Network, and Discover.

Winner: Google App Campaigns offer more visibility across different channels.

3. Keyword vs AI optimization

• Apple Search Ads rely on manual keyword targeting, meaning you choose which keywords trigger your ads.
• Google App Campaigns use machine learning to determine the best ad placements, optimizing your campaign automatically.

Winner: If you prefer control, go with Apple Search Ads. If you prefer AI-driven optimization, choose Google App Campaigns.

4. Cost and budgeting

• Apple Search Ads operate on a Cost-Per-Tap (CPT) model, meaning you pay when users tap your ad.
• Google App Campaigns use a Cost-Per-Install (CPI) or Cost-Per-Action (CPA) model, focusing on actual conversions.

Winner: Google App Campaigns are generally more cost-effective for large-scale campaigns.

5. Ad creatives

• Apple Search Ads only allow simple text-based ads (title, description, and icon).
• Google App Campaigns support videos, banners, text, and interactive ads.

Winner: Google App Campaigns offer more creative flexibility.

Pros and cons of Apple Search Ads

Pros:

• High-intent users – Your ads reach people who are already searching for apps like yours.
• Precise keyword targeting – You control which searches trigger your ad.
• Less competition – Since ads are limited to the App Store, there’s less bidding war compared to Google.

Cons:

• Limited reach – Ads only appear in the App Store, not outside Apple’s ecosystem.
• Higher cost per tap – You might pay more per interaction compared to Google.
• Minimal ad creatives – No video or rich media options.

Pros and Cons of Google App Campaigns

Pros:

• Wider reach – Ads appear across Google Search, Play Store, YouTube, Display Network, and Discover.
• AI-driven optimization – Google automatically finds the best placements for your ads.
• Multiple ad formats – Use text, videos, banners, and interactive ads.

Cons:

• Less control – You don’t get to manually choose placements or keywords.
• Learning curve – The AI-driven approach may take time to optimize for your goals.
• Higher competition – With so many advertisers bidding, costs can fluctuate.

How to choose the right advertising channel for your app

Still unsure which platform to use? Here’s how to decide.

Use Apple Search Ads if:

• Your target users primarily use iOS devices.
• You want to capture high-intent users who are actively searching for apps.
• You prefer keyword-based targeting and more control.

Use Google App Campaigns if:

• You want to maximize reach across multiple Google platforms.
• You prefer AI-driven optimization to manage your campaign.
• You’re looking for more cost-efficient installs at scale.

Best Strategy? Use Both!

Many successful app developers run both Apple Search Ads and Google App Campaigns to maximize their visibility. Apple Search Ads help you capture users searching in the App Store, while Google App Campaigns help you reach a broader audience across different platforms.

Let Healing help you optimize your campaigns

Choosing between Apple Search Ads vs Google App Campaigns isn’t always easy. Both platforms have unique strengths, and using the right strategy can make all the difference.

That’s where Healing comes in.

Healing specializes in user acquisition strategies, helping app developers run and optimize Apple Search Ads and Google App Campaigns. Their team of experts will analyze your data, fine-tune your campaigns, and ensure you get the best return on investment.

Ready to boost your app’s visibility and downloads? Contact Healing today and take your app marketing to the next level!