Games, learning, artificial intelligence: I run app user acquisition on Google Ads and Meta Ads, with one clear goal, users who open the app and come back to it.
Google PartnerSuperMalter (top 10%)61 five-star reviews on Malt and LinkedIn100+ clients
Apps In The EU, In Numbers
Games, learning, artificial intelligence: each app family has its own calendar. Publishers as Eurostat measures them, then the month when each family is searched for most on Google.
Game Publishers
NACE code 58.21
Publishing of computer games
5,127companies in the EU
Eurostat publishes no final figure for this country.
Most searched month: December
App And Software Publishers
NACE code 58.29
Other software publishing
27,877companies in the EU
Eurostat publishes no final figure for this country.
8.7 people per company on average
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 58.21 and 58.29, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS code 513210, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 513212 and 513211, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN code 513210 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 5821 and 5829 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from September 2025 to August 2026.
Games
Learning
Artificial Intelligence
100500
LearningGamesArtificial Intelligence
SepOctNovDecJanFebMarAprMayJunJulAug
Most searched month: games in December, learning in September, artificial intelligence in May and June. Learning: September brings 2 times the searches of August.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from September 2025 to August 2026, retrieved on 2 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “mobile games”, “free games”, “android games”, “language learning app”, “educational apps”, “quiz app”, “ai app”, “free ai” and “ai chat”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Games
Learning
Artificial Intelligence
September 2025
82
100
89
October 2025
82
81
95
November 2025
82
78
93
December 2025
100
91
78
January 2026
82
74
95
February 2026
82
66
93
March 2026
82
71
96
April 2026
82
56
84
May 2026
82
62
100
June 2026
82
60
100
July 2026
82
52
91
August 2026
67
49
79
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Games “free games”€0.05 to €2.21
Learning “quiz app”€0.33 to €2.13
Artificial Intelligence “ai chat”€0.17 to €1.57
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 2 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
Let's Discuss Your Challenges!
20 minutes · No commitment · 100% confidential
Mobile Apps · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
Your audienceMobile AppsUnited Kingdom · 9 apps · 5 moments
GGoogleIllustration
mobile games
SponsoredYYour brandMobile Games · Your BrandA game in 3 minutes, no sign-up needed. Free on Android and iPhone.
PGoogle PlayIllustration
mobile games
YYour brandPuzzle game · FreeAdInstall
YYouTubeIllustration
Your next game starts hereAd · Your brand
Up nextReview of a mobile puzzle game
SponsoredMobile Games · Your Brand
DDiscoverIllustration
Your next game starts here
YYour brand · SponsoredMobile Games · Your Brand
MGmailIllustration
YSponsoredYour brandMobile Games · Your BrandA game in 3 minutes, no sign-up needed. Free on Android and iPhone.
WWebsites and appsIllustration
Your next game starts hereYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
A game in 3 minutes, no sign-up needed. Free on Android and iPhone.
Your next game starts here
Mobile Games · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
Your next game starts here
Learn more→
CChatGPTIllustration
which app can help me learn a language in 10 minutes a day?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandMobile Games · Your BrandA game in 3 minutes, no sign-up needed. Free on Android and iPhone.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
3,600searches a month for “mobile games”, in the UK
Searches a month in your industry, in the UK
“mobile games”3,600
“language learning app”390
“ai app”12,100
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from September 2025 to August 2026, estimated and rounded by Google, pulled on 2 October 2026.
They look for an app for a specific need and compare listings. Your app shows in the store’s results, among related apps or on the Google Play home page.
5 networksfor an App campaign: Google Search, Google Play, YouTube, Discover and the Display Network
In Your Industry
Google points to App campaigns for games and apps: a few lines of text and some assets are enough, and the ads aim for installs, in-app activity or pre-registrations.
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
35.2 to 41.5 millionpeople aged 18 and over reachable in the UK on Facebook
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
31.1 to 36.6 millionpeople aged 18 and over reachable in the UK on Instagram
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Théo, a freelance Paid Media specialist. My clients include a studio that publishes educational quiz apps on iPhone, and a European artificial intelligence company launching its app. Same logic every time: campaigns fed with strong creatives, reliable measurement of installs and in-app actions, and bids set on the action that matters for your app. I work directly with you: the person who builds your campaigns is the one who runs them.
The 3 Paid Media Projects For An App
Creatives That Do The Work
An app campaign is steered through its assets: you provide text, images and videos, and Google spreads delivery across Google Search, Google Play, YouTube, the Display Network and AdMob. Your creatives decide who discovers your app.
Optimise For The Action That Counts
Install, sign-up, in-app purchase: Google can optimise for each of these steps. I pick the one that signals a loyal user, and set bids on it.
Reliable Measurement, On iPhone Too
On iPhone, measurement runs through Google Analytics for Firebase and on-device conversion measurement, which protects users' data. It is what gives iOS campaigns something to learn from.
The Method, Applied To Your App
1
Journey Audit
From the store listing to the first in-app action: where users arrive, where they stop.
2
Firebase Measurement
Key app events flow into Google Ads as conversions, on Android and on iPhone.
3
Campaigns And Creatives
App campaigns on Google, Meta alongside, and creative sets tested in waves.
4
Value-Based Steering
Bids reset on the action that signals a loyal user, budget moved to what produces it.
They Publish Apps, I Ran Their Campaigns
★★★★★
Je travaille avec Théo pour l'acquisition via Google Ads. Theo maitrise parfaitement son sujet (campagnes, annonces, tracking, paramétrage, reporting....). Il est en outre hyper réactif, toujours à l'écoute et très sympa. On fait des call reguliers pour qu'il m'explique sa stratégie et on on partage nos idées ouvertement. Je recommande.
With an App campaign: it shows your app on Google Search, Google Play, YouTube, the Display Network and AdMob, built from your text, images and videos. Targeting is set by language and country, and the goal can be installs, an in-app action or the value of those actions.
Google Ads Or Meta Ads For An App?
Often both, with different roles: Google Ads shows your app where people search and watch (Search, Google Play, YouTube), Meta helps people discover it on Instagram and Facebook. The mix depends on your category and on what a user is worth to you, and that is what we frame on the first call.
How Do You Measure Installs On iPhone?
By linking your app to Google Analytics for Firebase and to Google Ads. App events become conversions, and on-device conversion measurement brings back iOS installs and in-app actions while protecting users' data.
How Long Until We See Results?
Campaigns go through a learning phase, and the first reliable readings usually come after a few weeks of data. I never promise a number upfront: I steer on your real data, week after week. For a launch, I recommend at least 2 to 3 months of management: that is the time the algorithms need to finish learning, and for performance to rest on enough conversions to make decisions. It is a recommendation, and you stay free to choose the length.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Let's Talk About Your App
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
