On August 14, 2025, Google announced new features for iOS App campaigns, adding YouTube co-branded placements, playable end cards, expanded AI bidding, updated creative tools, and privacy-focused measurement. The update was published on the Google Ads blog.
Key updates
Ad formats and placements
- YouTube co-branded partnership ad units are now available in App campaigns, with support for YouTube in-feed and Shorts placements.
- Playable ad formats can run as end cards on select AdMob inventory.
Bidding and optimization
- Target ROAS bidding is now available for iOS App campaigns. Google reported that Uatas saw a 7% ROAS lift after adopting this strategy.
- The Maximize conversions bidding strategy is available for in-app actions and ROAS goals.
Creative tools
- New video enhancements automatically adapt creatives to different placements and screen sizes.
- Models can extend video frames or flip videos while preserving key elements.
Privacy-centric measurement
- On-device conversion measurement uses de-identified app event data for optimization and reporting. User-identifying information remains on device.
- Integrated conversion measurement is available within supported App Attribution Partner reporting. Google reported that Codeway saw 6x installs and an 80% lower cost per install in AAP reporting.
Why it matters
Google's App campaigns reach iOS users across Search, YouTube, and the Display Network. Google cited Appfigures data showing App Store consumer spending up 24% year over year. A 2024 Google/Ipsos survey reported that 83% of consumers use Google and YouTube daily. United States GWI data indicate that 45% of Shorts viewers do not use TikTok and 65% do not use Instagram Reels, expanding unique reach for YouTube placements.
What to do now
- Enable target ROAS for eligible iOS App campaigns and validate value mapping for purchase and in-app events.
- Test playable end cards on AdMob inventory and compare performance across YouTube in-feed and Shorts.
- Use AI video enhancements to resize and extend creatives, then preview across placements.
- Set up on-device conversion measurement and enable ICM with your AAP to unify reporting. Review Google's iOS App campaign best practices.
Additional notes
The on-device measurement approach keeps user-identifying data on device. The announcement was authored by Lee Jones, Managing Director, Global App Ads.
Sources
- Google Ads blog - Ads and Commerce announcements
- Marketers' data strategy and app measurement
- Co-branded partnership ads
- Playable ad formats
- Target ROAS bidding
- Maximize conversions bidding
- Video features for App campaigns
- On-device conversion measurement
- Integrated conversion measurement
- App Attribution Partners
.svg)
.svg)
.svg)