Google App Ads: Find a Real Expert (Not Just in London)

I see this question a lot. You've built an app, you're based in London, so naturally, you start searching for a "Google App Ads expert in London". It seems logical. You want someone local, someone you can maybe meet for a coffee, someone who understands the market. But I'm going to be brutally honest: it's probably the worst way to start your search, and it's likely why you're struggling to find someone who can actually deliver a return on your investment.

The truth is, in the world of digital advertising, geography is almost entirely irrelevant. The best person to scale your app might be in Manchester, Edinburgh, or even working remotely from a village in Cornwall. Your #1 priority isn't finding someone in the same city; it's finding someone with a provable track record of scaling apps profitably. Everything else is a distraction. Let's get into what you should be looking for instead, and how to tell the experts from the charlatans.

So, why is searching for a local expert a trap?

Think about it. When you limit your search to just London, you're fishing in a tiny pond. You're competing with every other tech startup in the capital for a very small pool of genuine experts. This often leads to two problems: you either end up with a big, expensive agency that treats you like a small fish, or you find a generalist "PPC expert" who has run a few app campaigns but doesn't truly understand the nuances.

App marketing isn't like running ads for a local plumber. It's a completely different discipline. It's about data, cohorts, LTV, and understanding user behaviour inside the app, not just getting a click on an ad. A general PPC agency might be great at getting cheap clicks, but that's useless if none of those clicks lead to engaged, paying users. You're not just buying installs; you're buying customers. This fundamental misunderstanding is where most campaigns fail. You need a specialist, and specialists are rare. By insisting on a London-based one, you're making it much harder on yourself. In my experience, focusing on finding a local app ads expert is often a mistake that costs founders time and money.

The right partner will operate as an extension of your team, and with tools like Slack and Zoom, their physical location makes no practical difference to the campaign's success. What does make a difference is their deep, specialised experience.

What to look for instead: The pillars of real app marketing expertise

If not location, then what? You need to become an expert at vetting agencies and consultants based on what actually matters. There are a few non-negotiable things I'd be looking for.

1. A Verifiable Track Record in Apps

This sounds obvious, but you'd be surprised how many people get fobbed off with vague promises. Don't accept "we do PPC" or "we've worked with tech companies". You need to see specific case studies on mobile apps. When you look at them, ask yourself:

• -> Do they mention the specific platforms used? Was it Google App Campaigns (UAC), Apple Search Ads, Meta Ads? A proper expert will use a mix.
• -> Do they talk about real metrics? I'm not talking about impressions or clicks. I mean Cost Per Install (CPI), Cost Per Registration, trial signups, and ultimately, Return on Ad Spend (ROAS).
• -> Are the results meaningful? Getting 10,000 installs sounds great, but not if they cost £5 each and the users churn after a day. I remember one app growth campaign we worked on that drove over 45,000 signups at under £2 per signup, because the focus was always on the *quality* of the user, not just the volume. That's the kind of detail you want to see.

Don't be afraid to press them on the details of their case studies during a call. If they get defensive or can't elaborate on the strategy, that's a massive red flag.

2. A Deep Understanding of App Economics (LTV > CPI)

This is probably the single biggest differentiator. A novice focuses on getting the lowest CPI possible. An expert focuses on acquiring users who have the highest Lifetime Value (LTV). They understand that it's often worth paying a higher CPI to acquire a user who will stick around and spend money.

Before you even speak to an expert, you need a handle on your own numbers. The real question isn't "How low can my CPI go?" but "How high a CPI can I afford to acquire a great user?". The answer is in your LTV.

Here's the basic maths for a subscription app:

• -> Average Revenue Per User (ARPU): What do you make per user, per month?
• -> Gross Margin %: What's your profit margin on that revenue?
• -> Monthly Churn Rate %: What percentage of users do you lose each month?

The calculation is: LTV = (ARPU * Gross Margin %) / Monthly Churn Rate

This number tells you what a user is worth to you. If a user is worth £100 over their lifetime, you can confidently spend £30 to acquire them and remain highly profitable. Without this number, you're flying blind. A true expert will ask you about your LTV and churn on the very first call. If they don't, they're not an app specialist.

To make this easier, I've built a simple calculator. Play around with your own numbers to see how small changes can drastically affect what you can afford to spend on ads.

Understanding these numbers is the first step towards reducing your CPI while maximizing your LTV, which is the core goal of any successful app campaign.

Your vetting playbook: A step-by-step guide to finding a true expert

Alright, so you've widened your search beyond London and you're focusing on experiance and expertise. How do you actually sift through the options and make a hire? Here's a simple process I'd follow.

Step 1: The Website Deep Dive
Before you even think about contacting them, scrutinise their website. You're looking for proof. Are their app case studies front and center? Are they detailed? Do they talk the language of app marketing (CPI, LTV, ROAS, cohorts)? Or is it all generic business jargon? If you have to dig to find any mention of app campaigns, they're probably not a specialist. Move on.

Step 2: The Consultation Call
This is where you seperate the wheat from the chaff. A free consultation or strategy call is standard practice. Don't let them control the conversation with a generic sales pitch. You need to come prepared with specific, tough questions:

• "Can you walk me through an app campaign you ran, from strategy to results? What were the biggest challenges?"
• "How do you approach creative testing for Google App Campaigns?" (Hint: If they don't have a robust process for testing videos, images, and copy, they're not an expert).
• "What's your strategy for balancing user volume with user quality and LTV?"
• "Beyond Google, what's your experiance with Apple Search Ads and how do you see them working together?"
• "What data and access would you need from us to determine if we're a good fit and to get started?"

Their answers will tell you everything. A true expert will be passionate and detailed. They'll ask you just as many questions about your app, your users, and your business model. A salesperson will give you vague, rehearsed answers. This entire process can be mapped out, and you should follow it religiously to avoid making a costly mistake.

What does success actually look like in the UK App Market?

The London and UK app markets are incredibly competitive. This means you need to be realistic. You're not going to get installs for £0.10. The key is knowing what a 'good' CPI looks like for your category and ensuring it's well below your LTV. Based on campaigns we've run, here are some very rough ballpark figures you might expect in the UK.

Remember, these are just averages. The goal is not just to hit a specific CPI, but to build a profitable growth engine. That means finding an expert who can implement a full-funnel strategy, from initial install to in-app purchase and long-term retention. A comprehensive Google App Ads framework for the UK market should cover all these stages, not just the top of the funnel.

Your final action plan

Finding the right expert is a project in itself, but doing the homework now will save you tens of thousands of pounds in wasted ad spend down the line. It's one of the most important hires you'll make. Here's your final checklist to guide you.

This process takes more effort than just Googling for a local provider, but the payoff is enormous. You end up with a partner who can become a key driver of your app's growth, rather than just another expense on your P&L. If you are serious about scaling your user acquisition profitably, there are no shortcuts.

Finding a genuine expert is tough, and the stakes are high. They need a deep understanding of the platforms, the metrics, and the strategic thinking that connects ad spend to actual business growth. If you've been through this process and are still struggling, or you'd just like a second opinion on your current strategy, it might be worth getting some professional help. We offer a completely free, no-obligation strategy session where we can review your campaigns and give you some actionable advice. Sometimes, a 20-minute chat with someone who lives and breathes this stuff is all it takes to find the path to profitable scale.