When I first started using Facebook App Install Ads I really had no idea what I was doing when it came to creating the ad itself.

Selecting the right image, title and text for an ad is crucial if you want to achieve the lowest Cost Per Install possible for your campaign.

I spent lots of time and money testing every combination I could think of and monitoring the results. It was a lot of work, but the end result was worth it. I discovered how to create highly effective App Install Ads and achieve significantly lower CPI.

I want to share the 4 most valuable tips that I learned along the way to help you save time and money and create better app install ads.


Tip #1 – Get Inspiration From Your Competitors

This is the method I’ve used to save HEAPS of time and money.

I know that coming up with images for your Facebook ads can be daunting, especially if you are paying a designer to create them for you.

When I first started creating Facebook ads for my apps, I had no idea what made a good ad image or text. But I did find a great way to come up with ideas and inspiration.

What I do is leverage the hard work done by the marketing departments at the major app studios for inspiration.

First, I want to see Facebook ads for apps that are in the same category as mine or similar to mine. Here are the exact steps I follow:


  • Find pages for apps in your category and engage with them. Like the page, comment, click links etc. This tells Facebook you are interested in this category.
  • Like or comment on posts related to competitor’s apps in your category. This gives Facebook another indicator that this is a topic you are interested in.
  • Over the next few days you will start to see app install ads for apps like yours in your news feed (mobile is best, because that’s where most App Install Ads are shown). When you see them, engage with the ads. Like them, click the links, and even install the apps if they are free. This will encourage Facebook to show you more App Install Ads like this.
  • You should then pay attention to the contents of the competitors ads. What do they show in the images? What primary colours do they use? What do the titles look like? What features do they mention in the text, and how is it worded? Note all of this down. I like to take a screenshot of each relevant ad I see so I can reference it later.
  • You should use these as inspiration for your own app install ads. Don’t straight up copy them, but use them for ideas on style, layout etc. Successful competitors have most likely tested lots of ads and know what works and what doesn’t. You could figure this out by testing lots of images/styles, text etc. or you can save a lot of effort and money using this technique. You still have to test, but this cuts out a lot of the initial work.



Tip #2 – Always Test different images, text and titles.

Tip 1 will help you narrow down your ad content, but you still need to create multiple ads with different combinations of images and text. This testing is really important if you want the best possible Cost Per Install.

It’s common for app publishers to create a couple of images for their ad, choose one of them and run it in a single ad in their ad campaign. Don’t make this mistake. The image that you think is the best is most likely not. And tiny nuances in the text of your ad can make a huge difference.

In almost every campaign I run I am surprised by which ad gets the most results. Sometimes the image I think is the ugliest and the text that I think is terrible are the most popular combination.

Let your audience tell you what is best. Don’t try and make this decision on your own or it will cost you money.

Here is one way to test multiple ads for your next campaign:

1. Create 3 different images using inspiration from successful competitor’s app install ads.

2. Create 2 different text blocks to use in your ads.

3. Create a new App Install campaign and a new Ad Set.

4. Create 6 new ads, each with a unique image/text combination. For example: Image 1 + Text 1, Image 1 + Text 2, Image 2 + Text 1, Image 2 + Text 2

To emphasise the importance of testing, I ran a short app install ad campaign to show you the results. I used 3 different images and 2 different blocks of text for this example.

Here are the 3 images and 2 blocks of text that I tested:

Image 1

Zeus Slots FB V2

Image 2

Slots FBV1Image 3


Ad Text 1

“7 different machines, huge payouts, daily AND hourly bonus! No internet required to play!”

Ad Text 2

“Get bonus coins, free spins, bonus games and best of all, HUGE payouts. Download now!”

Each image was tested with both blocks of text. The results demonstrated how subtle differences can really impact the performance of the ads.

Here are the results:

Zeus Treasure Ad Test Example


So what can we see from these results?

First of all, the combination of Image 1 and Ad Text 1 was clearly the best performing ad, with a CPI of just $0.67.

The combination of ad text 2 and Image 3 was the worst performer with a CPI of $7.35.

This does a great job of highlighting how much ad performance can vary and how important it is to test different ads.

Here are a couple of other interesting points to consider.

  • Images 1 and 2 are very similar, but their performance was very different. This shows how even subtle differences in images can have an big impact.
  • Ad text matters. As you can see from the results, different ad text can attract very different results. Image 1 performed much better with Text 1 than it did with Text 2.


Tip #3 – Use the Power Editor

Like I’ve said before, if you are serious about Facebook Ads you should use the Power Editor.

There are 2 ways to manage Facebook ads.

The first and most common is through the Ad Manager. This is ok, but it is basic and lacks a lot of advanced functionality.

The second is using the Power Editor. This is a more advanced tool that gives you more options and much more flexibility when creating your ads. Here are just a few of the reasons to get familiar with the Power Editor and make it your go-to choice for creating Facebook ads.


  • You can create multiple ads in an Ad Set, each with a different image AND text. If you use the standard Ad Manager, you can create ads with different images, but they all must have the same text.
  • You can select specific days and times to run your ads. If you know your ad performs best on certain days or at certain times, only show them during those hours with the Power Editor!
  • You can quickly and easily bulk edit ads. This is great if you have multiple ads and you have a change you want to make to all of them. This isn’t possible outside of the Power Editor.


Tip #4 – Follow Facebook’s Rules and Guidelines

Facebook has a set of rules and guidelines that you should follow when creating your ads. Here are a few to keep in mind:

  • Recommended Image Size: 1200 x 628
  • The image must not contain more than 20% text. Ads with more than 20% text in the image will be rejected. You can use this tool to check how much text is in your image.
  • Ad text length must be 90 characters or less

You can view the full ad guidelines here.



So there are my 4 most valuable tips for creating better App Install Ads on Facebook.

If I knew these things when I first started I would have saved myself a ton of time and money, so I hope that this information can do that for you.

Got questions? I’d love to help. Hit me up in the comments!

Want to speed up the process when it comes to researching competitors App Install Ads? I’ve done a lot of the heavy lifting for you and put together a FREE PDF with 40 different Facebook App Install Ads from all different categories. I’ve hand picked ads from highly successful apps and even analysed the key differences between each app category. Just fill in the box directly below to grab this awesome freebie!


  • Chuckles

    Just stumbled across this site and finding it to be very informative. Thanks Andrew! Definitely a great resource. I love how everything is cut to the chase and well written for people to follow and execute. Keep up the great work man 🙂