Google Expands iOS App Ads

Google has rolled out significant updates to its iOS App Install campaigns, adding new ad formats, smarter bidding options, and tools designed with privacy in mind. These changes are aimed at helping marketers run more effective campaigns while maintaining user trust.

One of the biggest shifts is the introduction of fresh creative options. Advertisers can now make use of new formats such as co-branded YouTube ads and interactive playable end cards, giving campaigns more engaging ways to connect with potential users.

On the optimisation side, Google has expanded its use of AI-driven strategies. Target ROAS bidding, along with other automated solutions, is now available for iOS campaigns, giving marketers the ability to optimise towards value rather than just installs. This means campaigns can be better aligned with long-term business goals, such as in-app purchases or subscriptions.

Measurement has also been refined to better suit today’s privacy-first environment. Google has introduced on-device tracking and improved conversion measurement methods, which help advertisers gain a clearer picture of performance without relying on invasive tracking. This balance aims to provide reliable attribution while respecting user privacy.

Overall, these updates give app marketers new opportunities to refine their strategies, create more engaging campaigns, and measure success in a way that’s both effective and privacy-conscious.

Running app campaigns on iOS through Google has always been a challenge for advertisers. Apple’s strict privacy policies and changes in how users engage with apps have left many marketers feeling restricted, often trying to reach audiences without having access to the level of data they once relied upon.

For years, measurement has been one of the biggest hurdles. With fewer signals available and reduced visibility, campaign performance often depended more on trial and error than clear strategic decisions. Scaling campaigns successfully meant relying on incomplete information, which made it difficult to allocate budgets with confidence.

This frustration has been widely acknowledged across the industry. Recently, Ginny Marvin, Google Ads Liaison, used LinkedIn to share some much-anticipated updates to Google’s iOS App Install campaigns. The announcement reflects Google’s efforts to address long-standing advertiser concerns and provide solutions that balance effectiveness with privacy.

The latest changes introduce a combination of new creative formats, smarter bidding strategies, and privacy-conscious measurement tools. By blending these elements, Google aims to give advertisers more control and confidence when running campaigns in an ecosystem that has become increasingly complex.

On the creative side, the update brings more engaging ad options that allow campaigns to stand out, such as richer formats designed to capture user attention at the right moments. This offers marketers fresh ways to showcase their apps in a competitive space.

Bidding has also received a notable upgrade. With advanced strategies like value-based optimisation becoming available, advertisers can now fine-tune campaigns towards outcomes that align more closely with their business goals, whether that’s in-app purchases, subscriptions, or other valuable actions.

Measurement, however, remains the core focus of these updates. Google is working within Apple’s privacy framework to improve attribution through privacy-first solutions, such as on-device processing and integrated conversion tracking. These improvements aim to provide advertisers with clearer insights into performance, without compromising user trust or breaching data regulations.

While these updates won’t eliminate all of the difficulties marketers face on iOS, they do represent a meaningful shift. Advertisers now have more tools at their disposal, enabling them to run campaigns with less guesswork and greater strategic direction.

In short, Google is signalling its commitment to helping app marketers adapt to a privacy-led world. The updates won’t solve every challenge overnight, but they provide a stronger foundation for sustainable growth within one of the world’s most influential mobile ecosystems.

New Ad Formats Bring More Creative Opportunities

One of the most notable improvements is the introduction of fresh creative formats aimed at boosting engagement and giving potential users a better sense of what an app offers before committing to a download.

A key change is the expansion of co-branded YouTube ads. These allow creator-led content to be directly incorporated into placements such as YouTube Shorts and in-feed ads. This update gives advertisers the chance to tap into the familiarity and authenticity that creator-style promotions often deliver, which can feel more genuine to audiences than polished, traditional adverts.

Google is also rolling out playable end cards across selected AdMob inventory. After an advert finishes, users can now interact with a short, playable demo of the app. This hands-on preview creates a “try before you buy” experience, helping people understand what the app is like before they install it.

For marketers, this feature is significant because it aligns expectations with reality. When users know what to expect from an app beforehand, they are more likely to install it with genuine interest, which reduces the risk of quick uninstalls or low-value engagement.

Taken together, these creative enhancements reflect a broader shift towards interactive advertising. Static formats are becoming less effective, especially on iOS, where advertisers already face challenges due to limited tracking and measurement. By offering richer, more engaging formats, Google is giving marketers an additional edge in grabbing attention and driving meaningful app installs.

Target ROAS Bidding Now Available for iOS

Another key part of Google’s announcement is the wider rollout of value-based bidding options for iOS campaigns.

Target ROAS (tROAS), a strategy that focuses on return on ad spend instead of simply chasing install numbers, is now fully available. This is particularly beneficial for apps where user spending patterns differ significantly, such as subscription platforms or those reliant on in-app purchases. Rather than treating all installs equally, advertisers can now concentrate their budgets on users who are more likely to deliver meaningful revenue over time.

In addition to tROAS, Google has extended support for the “Maximise Conversions” strategy on iOS. This approach goes beyond installs and optimises campaigns for more valuable in-app activities, giving marketers a clearer path towards long-term growth.

By using Google’s AI-powered modelling, advertisers can allow the system to decide how best to allocate spend within daily budgets, ensuring campaigns are geared towards the outcomes that matter most.

The broader message here is straightforward: while scale is still important, quality carries greater weight. Google’s updates signal a shift in mindset, encouraging app marketers to move away from simply increasing install counts and instead prioritise users who will have a lasting impact on revenue and engagement.

Measurement That Balances Privacy and Clarity

One of the toughest challenges for iOS advertisers has been measurement.

Since the launch of Apple’s App Tracking Transparency framework, tracking users across different devices has become much more restricted. This reduced the flow of signals needed for campaign optimisation and left many advertisers struggling to gain a clear view of performance. Google’s latest updates aim to improve this, offering better insight while still respecting user privacy.

A major development is the introduction of on-device conversion measurement. Instead of sending detailed user data to external servers, the processing now happens directly on the user’s device.

This gives advertisers a way to understand which campaigns are performing, without exposing personal data. A key advantage here is speed — by cutting out extra steps, reporting becomes faster, which helps marketers react and adjust their campaigns more quickly.

Another feature gaining traction is Integrated Conversion Measurement (ICM). This system works in partnership with app attribution providers (AAPs), delivering more reliable and near real-time information about installs and what happens after a user downloads an app.

Together, these updates show a clear direction: measurement and privacy no longer need to be at odds. Advertisers still get the insights they need to refine campaigns, while users retain stronger control over how their data is handled.

How App Marketers Can Take Advantage

These new updates don’t demand a complete overhaul or lengthy trial periods.

For most advertisers, the easiest way to begin is by experimenting with the fresh ad formats. Trying a co-branded YouTube placement or testing a playable end card alongside your current creatives can reveal whether these additions boost engagement and lead to higher-quality conversions.

The experiments don’t need to be large-scale, but they should be structured enough to generate useful insights. Even small, controlled tests can provide valuable data to guide future strategy.

When it comes to bidding, marketers should carefully evaluate whether Target ROAS (tROAS) is the right fit for their app.

For businesses with a strong monetisation model and clear differences in user value, tROAS can be highly effective. The best approach is to start with modest targets, allow the system time to learn, and then refine settings as real results come through.

On the measurement front, now is the moment to engage with your developers and attribution partners about the practicalities of setting up on-device conversion tracking or Integrated Conversion Measurement (ICM). While these solutions may require some technical input, the benefit lies in gaining more accurate and reliable data at a time when every signal is crucial.

It’s important to remember, however, that these changes won’t deliver instant results. Automated bidding models and advanced measurement tools need time to gather data and stabilise.

Similarly, the effects of new ad formats may not be obvious in the first week of testing. Success requires patience, consistent monitoring, and a focus on performance trends over several weeks rather than expecting immediate transformations.

Looking Ahead

Google’s newest updates for iOS don’t remove all the challenges of app marketing, but they do provide advertisers with more effective tools. With fresh ad formats, value-driven bidding options, and privacy-focused measurement features, these improvements mark meaningful progress in what has long been a tricky landscape.

For marketers, the guidance is straightforward: begin experimenting, strengthen your measurement setup, and avoid being distracted by short-term fluctuations.

When used wisely, these updates have the potential to turn iOS campaigns from a cautious effort into a genuine opportunity for growth.