Promotion of a mobile game in Google Ads

The goal was to attract the maximum number of players through downloading the mobile game on Android.
What was done:
- Setting up App promotion campaigns in Google Ads.
- Optimizing bids and audiences to reduce the cost per download.
- Using various creatives and ad formats.
- Regular analysis of conversions and adjustment of campaigns.
Results:
- 73,140 conversions (downloads) during the period from June 17 to July 29, 2025
- Total expenses: 301,168.35 UAH
- Average cost per download: 4.12 UAH (In July, the price was successfully reduced to 3.84 UAH per conversion).
- Campaigns with a large volume of impressions (up to 6.4 million) and a high CTR of up to 25%.
The game organically reached 1st place in Google Play due to the massiveness of advertising campaigns across all platforms. Considering that these are results from 1 month after the game's launch.
Also, advertising campaigns were launched in TikTok Ads and Unity Ads.