Overview
Meta Ads (Facebook/Instagram) and Google App Campaigns (formerly UAC) together account for 60-70% of mobile UA spend globally. Understanding how to use each effectively is essential for any mobile marketer.
Platform Comparison
| Feature | Meta Ads | Google UAC |
|---|---|---|
| Targeting Control | High Winner | Limited (ML-driven) |
| Creative Control | Full control over combinations | Algorithm decides combinations |
| Placement Options | Feed, Stories, Reels, Audience Network | Search, Play, YouTube, Display, Discover |
| Video Performance | Excellent Winner | Very Good (YouTube) |
| Search Intent | None | Excellent Winner |
| Learning Period | 50 conversions/week | 10-30 conversions/day |
| iOS Performance | Challenging post-ATT | Better SKAN integration Winner |
| Android Performance | Excellent | Excellent |
Google UAC Strengths
- Search intent: Capture users actively searching
- Play Store integration: Native placement advantage
- YouTube reach: Massive video inventory
- ML optimization: Hands-off optimization at scale
- iOS measurement: Better SKAN/Privacy Sandbox support
When to Use Each Platform
Prioritize Meta Ads When:
- Your app has strong visual/video creative
- Targeting specific interests or behaviors matters
- You need fine control over optimization
- Building brand awareness alongside installs
- Retargeting existing users
Prioritize Google UAC When:
- Users actively search for apps like yours
- You want to capture Play Store browsing
- You prefer algorithmic optimization
- iOS is a major market (better ATT handling)
- You have limited creative resources
Budget Allocation Strategy
Most successful apps use both platforms. A typical split:
- Testing phase: 50% Meta / 50% Google
- Scale phase: Allocate based on performance
- Games: Often 60% Meta / 40% Google (video creative advantage)
- Utility apps: Often 40% Meta / 60% Google (search intent)
Creative Best Practices
Meta Ads
- Vertical video (9:16) for Stories/Reels
- Hook within first 3 seconds
- Multiple creative variations (5-10+)
- Refresh creative every 2-4 weeks
Google UAC
- Provide all orientations (landscape, portrait, square)
- Maximum asset variety (20 images, 20 videos)
- Strong text headlines (shown on Search)
- Let algorithm find winning combinations