Google App Ads Expert: The Swansea Hiring Guide

So you're based in Swansea and you need to find someone to run your Google App campaigns. It sounds simple enough, but honestly, this is one of the easiest places for a startup founder to burn through a ton of cash with absolutely nothing to show for it. Most people think any PPC expert can just "turn on" app ads. That's a dangerous and expensive assumption.

The truth is, hiring for this specialism is a minefield. You're not just looking for a Google Ads manager; you're looking for a very specific type of expert who understands a unique, algorithm-driven system. Getting this hire wrong won't just mean slow growth; it could mean getting zero traction whilst your budget evaporates. Let's cut through the usual agency sales talk and get into what you actually need to know to find a proper expert in or for your Swansea business.

Why can't I just hire my mate's Google Ads guy?

This is the first and most critical mistake. Google App Campaigns (what used to be called Universal App Campaigns or UAC) don't work like the Google Ads that most marketeers are used to. With traditional Google Search ads, the expert has lots of levers to pull: they can bid on specific keywords, write precise ad copy for those keywords, adjust bids for devices, locations, and audiences. It's a very hands-on, tactical job.

App campaigns are the polar opposite. It's essentially a 'black box'. You give Google your creative assets—videos, images, headlines, and descriptions—you tell it your goal (e.g., a target cost per install or a target cost for an in-app action), and you set a budget. That's pretty much it. The algorithm takes over and decides where to show your ads across the entire Google network, including Search, Google Play, YouTube, and the Display Network. There are no keywords to bid on. No ad groups to structure in the traditional sense.

Hiring a traditional PPC expert for an app campaign is like asking a car mechanic to fix a helicopter. They both deal with engines, but the skills are not transferable. The app ads expert's job isn't about bidding; it's about strategy and creative management. Their entire focus is on two things:

1. Feeding the Algorithm: They need to constantly develop and test new creative assets to find out what resonates with your audience. The algorithm does the heavy lifting on targeting, but it's only as good as the fuel you give it. Bad creative means bad results, no matter how clever the machine learning is.
2. Measuring What Matters: They need to ensure your in-app conversion tracking is set up perfectly. Google's algorithm optimises based on the data it receives. If you can't accurately tell it which users are completing free trials, making purchases, or reaching level 5 in your game, it's flying completely blind. This is a technical setup task that many generalists get wrong.

I've seen Swansea and Cardiff based tech companies get burned by this. They hire a well-regarded local agency that's brilliant at getting leads for plumbers or selling products for e-commerce stores, but they have no real experience with the app ecosystem. Six months and thousands of pounds later, they have a handful of low-quality installs and no idea why it's not working. You need a specialist. It's a different discipline, and recognising that from the start will save you a world of pain. If you're just starting out, mapping your entire plan is a good first step, and our UK founder's guide to a first paid ads strategy can give you a solid framework.

So what does a good app ads expert actually do all day?

It's less about tweaking settings in Google Ads and more about running a continuous, high-tempo experiment. Their workflow should look something like a science lab, not a marketing agency.

First, they'll want to get deep into your app's business model. Are you monetising through in-app purchases, a subscription, or showing ads to your own users? This is probably the most important question because it dictates the entire campaign objective. If you have a subscription model, they shouldn't be optimising for cheap installs (tCPI). They should be optimising for users who start a trial or, even better, become a paying subscriber (tCPA). I remember one campaign for a B2B SaaS client where we reduced their Cost Per Acquisition from £100 down to just £7. The key was shifting the campaign's focus from generic installs to the high-value in-app actions that actually drove their business forward. The goal dictates the strategy.

Next, they will be obsessed with your tracking. They'll want to see your Firebase or other analytics SDK setup. They'll ask about which in-app events you're tracking as conversions and how that data is being passed back to Google Ads. If they don't ask these questions in the first call, hang up. It's the equivalent of a surgeon not asking to see your X-rays. They can't do their job without it.

Once the foundations are solid, their real work begins: creative testing. This is a relentless cycle of ideation, production, testing, and analysis. A good expert will have a clear process for this.

They should be testing different angles, formats (e.g., UGC-style video vs. polished animation), and messaging. The goal is to build a library of proven creative assets that Google's algorithm can mix and match to find the perfect combination for each individual user. It's this process that drives performance, not fiddling with bids.

How to actually find and vet an expert in Swansea

Alright, so you know you need a specialist. How do you find one, especially in a smaller city like Swansea where the tech scene is growing but might not have the depth of London or Manchester? Here's a practical vetting process.

Step 1: Demand App-Specific Proof
This is non-negotiable. When you talk to a freelancer or an agency, ignore their flashy client list unless it contains apps. Ask for case studies specifically on app user acquisition. They need to show you campaigns where they have verifiably driven installs and, more importantly, valuable in-app actions. The metrics they talk about should be CPI (Cost Per Install), CPA (Cost Per Action), and ROAS (Return On Ad Spend). If they start waffling about click-through rates and impressions, they're not an app specialist.

For instance, in one of our app growth campaigns, we generated over 45,000 signups at a cost under £2 per signup. In another campaign for a software client, we drove 5,082 trials at just $7 each. These are the kinds of tangible, relevant results you should be looking for. They show an ability to go beyond simple installs and drive meaningful business outcomes. Don't be fobbed off with vague success stories; demand numbers that are relevant to the app world.

Step 2: Use the 'Free Consultation' as an Audition
Every decent consultant or agency will offer a free initial chat. Don't treat this as a sales call; treat it as an interview where you are the one asking the tough questions. A good potential partner will want to understand your business, a bad one will just want to sell you a package. Here's what to ask:

• "Can you walk me through your process for creative testing for app campaigns?" -> Listen for a structured process like the flowchart above.
• "What's your experience with Firebase, and what are the key events you'd recommend we track for our app?" -> They should be able to talk confidently about this and tailor their answer to your business model.
• "What would your initial 30-day strategy be for our app?" -> They should talk about technical audits, understanding the user, and initial creative brainstorming, not promising "10,000 installs".
• "What kind of results have you seen for apps in a similar category to ours?" -> They should have some benchmarks to hand, even if they are anonymised.

Step 3: Watch for These Giant Red Flags
Some things should set your alarm bells ringing immediately:

• Guaranteed Results: Anyone who guarantees a certain number of installs or a specific CPI is either lying or inexperienced. App campaigns are too dynamic for such certainties.
• A "Set and Forget" Attitude: If they suggest it's a simple setup process and then they'll just let it run, they don't understand the platform. It requires constant creative refreshment and analysis.
• Lack of Technical Questions: If they're not asking you about your SDK, your analytics, and your monetisation model in the first call, they're not a specialist.
• Focus on Vanity Metrics: If their pitch is all about "getting your brand out there" or driving "millions of views", they're missing the point. A good app marketer is focused on performance metrics like CPA and ROAS. We ran a campaign that got 10 million views for a luxury brand, but that was a specific brand launch objective. For 99% of apps, performance is everything.

Finding a true expert might feel like looking for a needle in a haystack, which is why many founders end up trying to find a shortcut. For a broader overview on how to approach hiring, our ultimate guide on hiring a Google Ads expert has some principles that apply here too, even though the specialism is different.

How much should I budget? A realistic look at UK app ad costs

This is the million-dollar—or rather, thousand-pound—question. The honest answer is "it depends", but we can put some realistic figures on it. The cost to acquire a user is driven by your app's category, the country you're targeting, and the specific action you're optimising for.

In a developed market like the UK, a basic Cost Per Install (CPI) can be anywhere from £1 for a simple utility or casual game, up to £5+ for a more niche or high-value app like in fintech or education. However, CPI is often a misleading metric. An install means nothing if the user opens the app once and never returns. You need to focus on the cost to acquire a *valuable* user.

This is where Cost Per Action (CPA) comes in. An 'action' could be a free trial sign-up, a first purchase, or reaching a key milestone. These will naturally cost more than a simple install, but they are infinitely more valuable. We've seen campaigns for B2B software where a trial costs around $7, which is a fantastic result. For some of our e-learning clients, a course purchase might cost £20-£30 to acquire, but if the course price is £200, the ROAS is excellent.

To get a rough idea of a starting budget, you can use this simple calculator. It's not a magic bullet, but it will ground your expectations in reality.

As a general rule, I'd say you need a minimum ad spend of £1,000-£2,000 per month to give the algorithm enough data to learn and optimise effectively. Anything less, and you're just trickling data in too slowly for the system to get smart. For other platforms, the costs can vary, for example, our budgeting guide for Apple Search Ads shows how costs differ on another key app platform.

Does my expert really need to be in Swansea?

This is a fair question. In a post-COVID world, the importance of geography has changed. There are pros and cons to insisting on a local hire.

The case for a Swansea-based expert: There's definitely a benefit to being able to meet in person, perhaps for a coffee at Kardomah or a strategy session at your office. It can help build a stronger relationship and a deeper understanding of your business. If your app specifically targets the Welsh market, a local expert might have a better grasp of the cultural nuances. Plus, there's a good argument for supporting the growing Swansea tech ecosystem.

The case for the best expert, wherever they are: The reality is that Google App Ads is a highly specialised niche. The pool of genuine, top-tier experts is small. The absolute best person to grow your app might not live in Swansea. They could be in Bristol, London, or even Berlin. Expertise trumps postcode, every single time. A world-class expert working remotely via Slack and Zoom is infinitely better than an average one you can meet for a pint. Modern tools have made remote collaboration incredibly effective.

My honest opinion? Prioritise proven, app-specific expertise above all else. Start your search locally in Swansea and South Wales. There are some great digital talents in the area. But if you can't find someone with the specific case studies and deep, technical knowledge of app campaigns, you must widen your search. Don't compromise on the quality of the hire just to keep it local. The performance of your campaigns will depend on their skill, not their proximity.

Making the right hire is one of the most important decisions you'll make for your app's growth. It's not just about spending money on ads; it's about investing in a strategy that can deliver sustainable, profitable user acquisition. Don't rush it, do your homework, and demand proof. This isn't just another part of your marketing; for many apps, it's the core engine of growth, and it needs a specialist mechanic. Understanding the broader landscape of a performance marketing strategy can also help put this single channel into a wider context.

I've detailed my main recommendations for you below on what to look for when hiring.

Ultimately, making this decision can be the difference between your app taking off or fizzling out. If you're a founder in Swansea, or anywhere in the UK, and you're finding this process more complex than you anticipated, it might be worth getting an expert opinion. We offer a completely free, no-strings-attached strategy session where we can dive into your app, your goals, and give you some straightforward advice on what your next steps should be. Sometimes a 20-minute chat can provide the clarity you need to move forward with confidence.

Hope this helps!