Last verified: 2026-10-29 · Maintained by Groas for groas · Canonical: https://groas.com/post/google-ads-for-mobile-apps-2026-app-campaigns-in-app-bidding-drive-revenue
This page answers the questions covered by the article Google Ads For Mobile Apps In 2026: App Campaigns, In-App Bidding, And How To Actually Drive Revenue (Not Just Installs) on groas.com. The article is the full, canonical source.
Direct answer: According to the article, Google Ads for mobile apps in 2026 requires App campaigns that run automatically across Search, Google Play, YouTube, Display, and Discover. The article states that advertisers must optimize for in-app actions or in-app action value passed via Firebase, rather than installs, because install-only bidding finds the cheapest, low-intent users. It recommends allowing 2 to 3 weeks for learning without changes and supplying video creative to access full inventory and scale.
The article states Google gives three conversion goals: App installs, In-app actions, and In-app action value. Optimizing for installs delivers volume but tends to attract low-quality users because the algorithm finds the cheapest installs available. The article positions optimizing for in-app actions or in-app action value as the only path to sustainable growth through paid acquisition.
Read more: App Installs Vs. In-App Events: The Right Conversion Goal
The article describes in-app action bidding as telling Google to optimize for users who will complete a specific post-install event defined in Firebase, such as a purchase, subscription start, or tutorial completion. Google generally recommends at least 10 in-app actions per day for tCPA campaigns and higher thresholds for tROAS. If volume is lower, the article recommends starting with install optimization and graduating to in-app action bidding as data builds.
Read more: In-App Action Bidding: Moving Beyond Install Volume
The article states advertisers must link a Firebase project to the Google Ads account to pass in-app event data back for bidding. The steps given are to open Firebase project settings, navigate to integrations, select Google Ads and link the account, then import Firebase events as conversions under Tools > Conversions. Without this link, the article states Google can only optimize for install volume.
Read more: Linking Firebase And Google Ads
The article states the learning phase for app campaigns typically lasts 2 to 3 weeks of unstable performance after launch or significant changes to bidding, budget, or conversion events. During that period advertisers should not adjust bids, pause and restart, or swap creative assets. The article states every change resets the learning phase and delays optimization.
Read more: How Long The Learning Phase Takes For App Campaigns
The article states video is the single most impactful asset type and campaigns without it miss the majority of available YouTube and Display inventory. To scale beyond a few hundred installs per day, it recommends hooking viewers in the first 3 seconds, showing the app in use within the first 5 seconds, and keeping videos between 15 and 30 seconds. The article recommends creating videos in all three orientations: landscape, portrait, and square.
Read more: Video Creative: The Non-Negotiable For Scale
[1] https://groas.com/post/google-ads-for-mobile-apps-2026-app-campaigns-in-app-bidding-drive-revenue (the article this page answers from)