Industry · Mobile Apps
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.
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.
Publishing of computer games
5,127 companies in the EU
Other software publishing
27,877 companies in the EU
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.
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from September 2025 to August 2026.
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.
| 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 |
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.
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.
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.
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.
From the store listing to the first in-app action: where users arrive, where they stop.
Key app events flow into Google Ads as conversions, on Android and on iPhone.
App campaigns on Google, Meta alongside, and creative sets tested in waves.
Bids reset on the action that signals a loyal user, budget moved to what produces it.
★★★★★
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.
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.
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.
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.
Your business is not on the list? The working method stays the same, only the levers change.
A short form: your website, your budget, your goal. Two minutes is all it takes.
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
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.
We start building your strategy from everything you have shared with me.
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.
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
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