app-ads — Claude Code skill for mobile app advertising
A skill for planning app install campaigns and user acquisition: it covers ad platforms, bidding modes and the metrics that matter when you promote a mobile app.
npx skills add kostja94/marketing-skills --skill app-ads -a claude-codeWhat app-ads does
The skill activates on app promotion work: app install ads, user acquisition, Google App Campaigns, Apple Search Ads, CPI. Conversion here means an install or an in-app action rather than a landing page visit, and that changes how the whole campaign is built.
Four platforms get their own breakdown: Google App Campaigns across Android and iOS with automated delivery on Search, YouTube, Display, Play and Discover, Apple Search Ads for iOS only, Meta App Install and TikTok App Install. Bidding is covered too — Maximize Conversions, or Target CPI/CPA once you pass 30+ conversions per week. For iOS the skill walks through SKAdNetwork, conversion value mapping and Firebase for in-app events.
A pre-launch checklist closes the loop: an optimized store listing, Firebase connected, creative assets ready, conversion events configured. It also sets a bid-to-budget ratio floor of 10× for CPI and 15× for CPA. Fall below that and automated bidding has too little data to learn from, so check the numbers before you spend. Store listings are handed off to a separate skill, distribution-channels.
What it helps with
- plan an app install campaign for a launch
- choose between Google App Campaigns and Apple Search Ads
- set up in-app event tracking with Firebase
- check the bid-to-budget ratio before going live
- work out iOS attribution through SKAdNetwork
Example prompts for the agent
- help me plan an app install campaign for our iOS app
- what bids and budget do I need for Google App Campaigns on CPA
- set up in-app event tracking and conversion value for SKAdNetwork
How to install app-ads
1Skills CLI (Vercel)
npx skills add kostja94/marketing-skills --skill app-ads -a claude-code2Manually: put the files in place
~/.claude/skills/app-ads/SKILL.mdCopy the whole skill folder; for one project use .claude/skills/app-ads/
1Skills CLI (Vercel)
npx skills add kostja94/marketing-skills --skill app-ads -a codex2Manually: put the files in place
.agents/skills/app-ads/SKILL.mdFor all projects use ~/.agents/skills/
1Skills CLI (Vercel)
npx skills add kostja94/marketing-skills --skill app-ads -a cursor2Manually: put the files in place
.cursor/skills/app-ads/SKILL.mdCursor also reads .agents/skills/ and .claude/skills/
1GitHub CLI
gh skill install kostja94/marketing-skills app-ads2Manually: put the files in place
.github/skills/app-ads/SKILL.md1Skills CLI (Vercel)
npx skills add kostja94/marketing-skills --skill app-ads -a gemini-cli2Platform CLI
gemini skills install https://github.com/kostja94/marketing-skills --path skills/paid-ads/formats/app-adsManually: put the files in place
.devin/skills/app-ads/SKILL.mdThe legacy .windsurf/skills/ path still works
Skills CLI (Vercel)
npx skills add kostja94/marketing-skills --skill app-ads -a opencodeClaude.ai
Zip the folder and upload it in Settings → Capabilities → Skills
Step by step, with commands for each platform: How to install skills in Claude Code: five ways
Questions about app-ads
How do I install app-ads in Claude?
Run npx skills add kostja94/marketing-skills --skill app-ads -a claude-code. The skill file then sits at ~/.claude/skills/app-ads/SKILL.md.
What does app-ads do?
It helps plan mobile app advertising: platforms, bidding modes, metrics such as CPI, CPA, LTV and retention, plus tracking setup. It treats an install or in-app action as the conversion.
How is app-ads different from distribution-channels?
app-ads covers paid traffic and user acquisition, while distribution-channels handles App Store and Play Store listings. Use the second one for store page optimization.
Source text
SKILL.md · MIT
--- name: app-ads description: When the user wants to run app install ads, user acquisition (UA), or promote mobile apps. Also use when the user mentions "app ads," "app install ads," "UA," "user acquisition," "Google App Campaigns," "Apple Search Ads," "ASA," "UAC," "App Store ads," "Play Store ads," "CPI," or "app promotion." For store listings, use distribution-channels. metadata: version: 1.0.1 --- # Paid Ads: App Ads Guides app advertising: app install campaigns, user acquisition (UA), and in-app promotion. Use when promoting mobile apps (iOS, Android); conversion = install or in-app action, not landing page. **When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output. ## Key Platforms | Platform | Best for | Conversion | |----------|----------|------------| | **Google App Campaigns** | Android + iOS; automated across Search, YouTube, Display, Play, Discover | Install, in-app event | | **Apple Search Ads (ASA)** | iOS only; high-intent App Store search | Install | | **Meta App Install** | Facebook/Instagram; demand gen for apps | Install, in-app event | | **TikTok App Install** | Younger users; viral creative | Install | ## Google App Campaigns - **Reach**: Search, YouTube, Display, Google Play, Discover - **Bidding**: Maximize Conversions (automated) or Target CPI/CPA (30+ conversions/week) - **Creative**: Provide diverse assets (videos, images, text); algorithm tests combinations - **iOS**: SKAdNetwork; conversion value mapping; Firebase for in-app events - **Bid–budget ratio**: ≥10× for CPI, ≥15× for CPA ## Apple Search Ads - **Placements**: App Store search results, Today tab, Search tab, product pages - **Modes**: Basic (automated) or Advanced (keywords, audiences, bids) - **Audience**: High-intent users actively searching in App Store - **ASO benefit**: Can improve keyword rankings as secondary effect ## Metrics | Metric | Use | |--------|-----| | **CPI** | Cost per install | | **CPA** | Cost per acquisition (in-app action) | | **LTV** | Lifetime value; iOS often higher than Android | | **Retention** | D1, D7, D30; quality signal | **iOS vs Android**: iOS typically higher LTV, higher CPI; Android greater scale, lower CPI. ## Tracking - **Firebase**: In-app events, audiences, value-based optimization (Google) - **SKAdNetwork**: iOS attribution; configure conversion value mapping - **UTM**: Use `utm_medium=app` or `cpc` with `utm_source` for app campaigns in GA4 ## Pre-Launch Checklist - [ ] App Store / Play Store listing optimized (ASO) - [ ] Firebase or equivalent connected; in-app events defined - [ ] Creative assets (video, images, text) prepared - [ ] Conversion events (install, signup, purchase) configured - [ ] Bid–budget ratio meets minimum (10× CPI, 15× CPA) ## Related Skills - **paid-ads-strategy**: Ad formats by medium; when to use app vs web - **analytics-tracking**: In-app events; conversion setup - **traffic-analysis**: UTM for app campaigns; attribution
© kostja94 · MIT · kostja94/marketing-skills
