App engagement ads allow you to write text that encourage a specific action in your app, like checking in, making a purchase, or booking a flight. These ads allow you to send users to a specific part of your app where they can find what they’re looking for easier and faster than they could on the web.
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App engagement ads rely on deep links to get app users to the right page. Learn more About deep links.
How app engagement ads work
App engagement ads can include your app icon and an "installed" badge to show users this is for an app they already have installed. You add a few descriptive lines, and you also customize the text of a button to take people into your app. The button leads users to your deep link.
Instead of a destination URL, you’ll need to enter a deep link that you or your app developer set up. You’ll also find a confirmation of your app URI, which defines the location in your app where Google Ads will send customers when they click on your ad. Learn more about deep links and URL formats.
When you create your app engagement ads and enter your deep link, click Test App URI to test your deep link on a mobile device by scanning a QR code.
Targeting your ads
Targeting data isn't always perfect. For example, a user might uninstall your app without notification. If someone without your app installed finds your app engagement ad, it will appear as an app install ad with an "Install" button that leads to the app store. Your conversion reports will show how often these ads lead to app installs.