Google App Ads: Why Local Experts Are a Myth

So, you're looking for a Google App Ads expert in Bath. It's a perfectly logical thought. You've built an app, you're probably based in or around the South West, and you want to find someone local you can meet, have a coffee with, and trust with your marketing budget. It feels safer. It feels more accountable.

I'm here to tell you, with the greatest respect, that this instinct is probably the single biggest mistake you can make right now. It will limit your growth, burn your cash, and put you at a massive disadvantage before you've even started.

The talent pool for a highly specialised skill like Google App Ads (what used to be called UAC, or Universal App Campaigns) is not evenly distributed. The handful of genuine experts in the UK who know how to scale an app from a few hundred downloads to tens of thousands profitably are not conveniently located in every city. Most are in London, or Manchester, or more likely, they're working remotely from wherever they please.

Your app isn't competing with other apps in Bath. It's competing with apps in London, Berlin, San Francisco, and Singapore. The algorithm doesn't care that you're near the Roman Baths. It cares about data, creative quality, and bidding strategy. By limiting your search to a 10-mile radius, you're choosing from a talent pool of maybe a few dozen generalists, instead of a global pool of hundreds of genuine specialists. You wouldn't hire the 'best heart surgeon in Bath' if the actual best one for your specific condition was in London, would you? This is no different. The idea that you need a local expert is a complete myth, in fact, local experts for Google App Ads can be a waste of money.

What should I be looking for instead of a post code?

Forget geography. You need to switch your entire mindset from "who is near me?" to "who has actually done this before?". That's it. Your entire vetting process should revolve around finding evidence that they have successfully scaled mobile apps using Google's ad platform.

A generalist Google Ads agency that mostly runs campaigns for local plumbers or ecommerce stores will not have a clue. Google App Campaigns are a completely different beast. They are a black box powered by machine learning that requires a unique approach to creative testing, audience signals, and budget scaling. Someone telling you they're a "Google Ads expert" is like someone saying they're a "doctor". You need a specialist, not a GP.

Here's what you should be demanding to see:

1. Specific App-Focused Case Studies: Don't accept vague claims of "great results". You need to see concrete examples. For instance, one app campaign we worked on generated 45,000+ signups at under £2 per signup. We also took another SaaS client's user acquisition cost from a painful £100 all the way down to just £7. That is the level of detail you're looking for. They should be able to walk you through the challenge, the strategy they implemented, and the final, quantifiable results. If they can't show you this for at least 2-3 different apps, they are not a specialist.

2. A Deep Understanding of App Economics: A true expert will immediately start asking you about your numbers. Not just your ad budget, but your business metrics. They'll want to know your Lifetime Value (LTV) per user and your current Cost to Acquire a Customer (CAC). Their entire job is to manage the relationship between these two numbers to ensure you're growing profitably.

If a potential hire just talks about getting you "more downloads" or a low "cost per install" (CPI), run a mile. Vanity metrics like downloads are worthless. A million free downloads from users who never open the app again are a waste of money. A thousand downloads from users who become paying subscribers are a business. The conversation must be about acquiring valuable users, not just downloads. A good expert helps you understand and improve your entire user acquisition funnel to scale profitably.

How do I calculate what I can afford to spend on user acquisition?

This is the most important calculation for any app founder, and it's shocking how many start running ads without knowing it. You can't know if your ads are "working" unless you know what a user is actually worth to you. Let's break down the maths.

It all comes down to the LTV:CAC ratio. Your Lifetime Value (LTV) needs to be significantly higher than your Customer Acquisition Cost (CAC). A healthy ratio for a growing app is at least 3:1. This means for every £1 you spend to get a new customer, they should generate at least £3 in gross margin for you over their lifetime.

Here's the basic formula:

Lifetime Value (LTV) = (Average Revenue Per User (ARPU) * Gross Margin %) / Monthly Churn Rate

Let's make this practical. Try our interactive calculator below to get a feel for your own numbers.

Once you know these numbers, the entire conversation with a potential agency or freelancer changes. You're no longer asking "can you get me cheap downloads?". You're asking "my LTV is £200, can you build a scalable campaign strategy that acquires users for under £65?". That's a professional conversation based on business goals. A real expert will relish it. A charlatan will be exposed by it.

How can I possibly vet someone who isn't local?

This is where founders get stuck. They are used to face-to-face meetings and local networking. But in the digital world, the vetting process is different, and arguably, much more effective. It's based on proof, not proximity.

Step 1: The Case Study Interrogation

Don't just glance at their case studies on thier website. Ask to get on a call and have them walk you through one that's relevant to your app. This is your chance to dig deeper. Don't be shy. Ask tough questions:

• -> What was the exact starting CPA/CPI before you took over?
• -> What was the biggest challenge you faced with that campaign?
• -> What was your creative testing methodology? How many new video/image assets were you testing per week?
• -> How did you use audience signals to guide the Google algorithm?
• -> At what point did you decide the campaign was ready to scale, and how did you manage the budget increase without the CPA spiralling out of control?

Their answers will tell you everything. A true expert will have detailed, data-backed answers. A generalist will give you vague, fluffy responses. You're looking for someone who lives and breathes this stuff.

Step 2: The "Free Consultation" Test

Any credible agency or expert should be willing to offer a free initial consultation or strategy session. This is not just a sales call. This is their audition. For example, when a potential client comes to us, we offer a free session where we'll look at their existing ad account (if they have one) or discuss their growth goals in detail and outline a potential strategy. It's a no-obligation way for them to get a taste of our expertise and see how we think.

You should use this opportunity to judge their approach. Are they listening to your goals? Are they asking smart questions about your users and your business model? Or are they just launching into a generic sales pitch? The best ones will give you at least one or two actionable ideas on the call that you could go away and implement yourself. This is the ultimate proof of value. There are several things to look out for, so it's worth reading up on the complete framework for vetting UK Google Ads experts before you start having these conversations.

Step 3: Check Their Reviews and Reputation

This is basic due diligence, but it's important. Look for reviews on platforms like Clutch or Google. See what past clients are saying. Do the reviews sound genuine and specific? Do they talk about business results (like revenue, signups, ROAS) or just how nice the person was to work with? You want the former.

What does a sensible App Ads scaling strategy even look like?

A common mistake I see is founders trying to go worldwide from day one because they think it's cheaper. They see a 20p CPI in a developing country and get excited, without realising those users will likely never convert or have any real value. It's a recipe for disaster.

A professional, structured approach is far more effective. It’s about building a foundation of data and profitability before you hit the accelerator. Here’s a high-level view of how a campaign should be structured, moving from validation to full scale.

This phased approach minimises risk. You confirm your app's appeal and your unit economics in a single, familiar market (the UK) before you start spending larger sums internationally. Once you've proven you can acquire users profitably here, you can use those learnings and winning creatives to expand into other similar, high-value, English-speaking markets. Only when that stage is stable do you look at more complex expansion which requires translation and deeper market research. This entire process is part of a much larger discipline, and if you're serious, you should read our full app marketing and user acquisition playbook.

An expert will not only understand this process but will insist on it. They are protecting your budget as much as their reputation. Anyone promising you instant global domination is selling you a fantasy.

So, what's my final action plan?

It's time to stop searching for "Google App Ads expert in Bath" and start searching for "best Google App Ads expert for UK startups". The mindset shift is everything. Your goal is to find the right partner to help you grow, regardless of where their office is. Tbh, a good expert probably doesn't even have an office.

Here’s the main advice I have for you, summarised in a table to guide your search.

Your app has the potential to reach millions of people, but its growth will be determined by the quality of the team you build around it, and that includes your marketing partners. Don't let an outdated attachment to "local" be the bottleneck that holds you back.

Finding the right expert is a critical step, but it's only one part of the puzzle. You'll need a solid strategy for every stage of your growth. We've put together a comprehensive guide on vetting and hiring paid ad agencies in the UK that expands on many of these points.

The best talent for the job is out there, and thanks to technology, they are only a Zoom call away. Your mission is to find them, vet them properly, and give your app the expert marketing support it deserves. If you'd like to see what that expertise looks like in practice, we offer a completely free, no-obligation strategy session to analyse your app's potential and outline a path to profitable growth. Feel free to get in touch if you'd like an expert opinion.