Best advertising platforms for mobile apps

The short answer

For app installs, Google App campaigns and Meta are the two platforms to start with: both optimize for installs and in-app events and have the largest reach. TikTok is a strong third for consumer apps aimed at under-35s, if you can make native-feeling videos. Apple Search Ads (outside this tool) captures App Store searches for iOS apps. Whatever you pick, optimize for an in-app event like sign-up, trial start or purchase rather than raw installs, which attract low-quality users.

Where mobile apps businesses usually advertise

1. Google (App campaigns). Installs across Search, Play, YouTube and Display from one campaign.
2. Meta (Facebook & Instagram). Huge reach and good in-app event optimization, especially for iOS and Android consumer apps.
3. TikTok. Cheap installs for consumer apps with a young audience and video-friendly use cases.
4. Snapchat. Reaches 13-34 year olds; works for social, gaming and lifestyle apps.

Usually skip: LinkedIn. No app-install optimization worth the price, unless the app is a B2B tool.

How to split a small budget

Under $1k/month: one platform only, usually Meta or Google App campaigns. Install campaigns need about 50 conversions a week to optimize.

Common mistakes

• Launching without the store links and SDK or MMP tracking in place.
• Optimizing for installs when only retained or paying users matter.
• Reusing static image ads. App ads perform best with short screen-recording videos.

These are typical patterns, not rules. Your price point, margins and whether people search for what you sell can change the order, which is what the tool above checks.