Grow your Android and iOS apps with Google App Campaigns (GAC). SaltyPistachio brings creative production, campaign management and tailor-made tools together around your acquisition goals.
From our London and Tokyo base, we help you manage markets, connect MMP data and make clearer decisions about CPA, ROAS and the customers your spend brings in.
Work with our design capabilities or your own team to turn useful customer insights into fresh creative concepts.
Manage campaign templates, geographies, assets and exclusion lists with tooling built around your account.
Test campaign roles and supported negatives to reduce brand overlap and understand incremental acquisition.
Combine Google Ads, MMP and app-event data to guide decisions against agreed CPA or ROAS targets.
01 / Creative is a growth lever
Give the algorithm
better material to work with.
Our designers—or yours, working with our team—turn customer needs into clear creative concepts. We test different promises, hooks and demonstrations, then use performance feedback to decide what to make next.
Demonstrate the benefit
Make the app useful and understandable in the first moments.
Try a different reason to act
Test the message, not just a new colour or headline.
Design for the placement
Build portrait, square and landscape video, with suitable text and image assets.
Illustrative creative concepts. We localise language and messaging, check asset approval and treat Google’s relative asset ratings as signals—not proof of causal uplift. Campaign outcomes guide the next test.
02 / Tailor-made tools
Many markets.
A controlled way to scale.
We build tools around the way your business operates. A repeatable campaign blueprint turns a market plan into consistent setup, checks and reporting through the Google Ads API.
Define the blueprint
Market × app × objective
Geography and language, Android or iOS, conversion goal, budget, bidding target and creative theme.
Apply through custom tools
Create, check and monitor
Campaign templates, asset assignment, exclusion-list checks, pacing alerts and a record of changes.
Android · purchases
Localised creative and a CPA target based on the economics of this market.
iOS · subscriptions
A separate learning and measurement plan suited to iOS attribution.
Value-led growth
A ROAS target where the campaign and conversion setup support value-based bidding.
Scale with a reason: split campaigns when markets, objectives or economics justify it and each campaign has enough budget and conversion volume to learn. Automation includes validation, spend limits and monitoring.
App Campaigns automate targeting. Creative themes and exclusion groups help organise the strategy; they are not positive keyword targeting groups like those in Search campaigns.
03 / Protect incremental growth
Separate demand creation
from demand you already own.
A low reported CPA can hide spend on people already looking for your brand. We test campaign roles and negative keyword lists to reduce avoidable overlap and assess whether paid activity adds customers.
Prospecting-oriented campaign
Reach beyond your brand
Exclude your own brand terms where supported. Use acquisition creative and a target CPA or ROAS appropriate to finding new customers.
Brand-oriented test
Give existing demand its own role
Where justified, test a separate campaign with competitor and selected generic terms excluded, its own budget and a distinct economic target.
Exclusions narrow eligibility. They do not create a brand-only campaign.
Negative keywords restrict eligible searches; they do not positively target a brand or separate all App Campaign inventory. We validate supported controls, watch for overlap and compare paid results with organic trends or a suitable incrementality test.
Google documents negative keyword shared lists for App Campaigns via the API; its Help Centre directs advertisers to a Google representative for applying lists. We confirm availability in your account. Duplication alone does not establish incremental growth.
04 / Connect the data
Optimise for customers.
Measure beyond the install.
We connect campaign spend with your mobile measurement partner (MMP), analytics and in-app events. The goal is a useful view of acquisition cost, customer quality and revenue—not competing dashboards with unexplained differences.
Google Ads
Spend and delivery
Campaign · market · platform
Assets · conversions · bidding targets
MMP & app analytics
Customer outcomes
Trials · purchases · subscriptions
Revenue cohorts · retention
Agree the event, the value and the time window
Check conversion imports, currency, attribution windows and duplicate events. Reconcile Google and MMP reporting without assuming they should match exactly. Configure a supported bidding data source, including Firebase where required.
Android
Validate the app link and conversion pipeline, then select a meaningful optimisation event with enough volume.
iOS
Review consent, SKAdNetwork and the supported SDK/MMP setup. Allow for delayed and modelled reporting and assess mature cohorts.
Learning discipline
Set realistic CPA or ROAS targets. Avoid frequent large changes while campaigns learn; diagnose tracking, creative and delivery before scaling.
Email
hello@saltypistachio.com
Direction
The Old Pump House, 1a Stonecross
St. Albans, Hertfordshire, AL1 4AA
England