Paid user acquisition for our mobile app portfolio.
Zima Logistics runs Google Ads campaigns across our portfolio of 12+ live mobile apps on the App Store and Google Play. Search campaigns, App Campaigns (UAC), and Performance Max — with GA4 conversion-driven optimization, keyword-level bid management, and cross-campaign attribution.
We manage paid user acquisition across our own mobile app portfolio — currently 12+ live apps spanning iOS and Android, with new apps launching regularly. Every app has its own campaign strategy, audience, conversion goals, and performance benchmarks. Running this portfolio at scale means dozens of concurrent campaigns, hundreds of keywords, and continuous bid and creative optimization driven by analytics.
Primary paid acquisition channels:
- Google Ads (Search)
- Google Ads (App Campaigns / UAC)
- Google Ads (Performance Max)
- Apple Search Ads
Google Ads is the dominant channel — both for the App Store and Google Play traffic, and for driving qualified visitors to our app landing pages on this site. Apple Search Ads is the secondary channel for iOS-only acquisition where keyword volume on Google search is too low to support efficient bidding.
Each app in our portfolio runs a layered Google Ads strategy:
- Search campaigns — keyword-targeted with manual or maximize-clicks bidding, geo-segmented, with sitelink, callout, and structured-snippet asset rotation. Final URLs route to per-app landing pages on zima-logistics.com with auto-tagged
gclidattribution flowing into GA4. - App Campaigns (UAC) — install-focused for both iOS App Store and Google Play. Asset groups are tested in parallel, with creative rotated weekly based on Google’s install-volume and Target CPA signals.
- Performance Max — used selectively where audience signals and creative assets are mature enough to justify the automation tradeoff. Always paired with explicit conversion goals tied to GA4 key events.
- Conversion tracking — GA4 is linked to our Google Ads MCC for conversion import. Key events (
store_click,cta_click,contact_email,contact_phone) are imported as Google Ads conversion actions, allowing Maximize Conversions and Target CPA bid strategies to optimize toward qualified actions rather than raw clicks.
Capabilities
Across the portfolioCampaign management
Day-to-day Google Ads operations across every active campaign in the portfolio:
- Keyword research and match-type strategy
- Responsive Search Ad and RSA asset rotation
- App Campaign asset group management
- Performance Max audience and creative signals
- Negative keyword expansion and exclusion lists
- Bid strategy selection — Manual CPC, Maximize Clicks, Maximize Conversions, Target CPA, Target ROAS
- Conversion tracking via Google Analytics 4 and auto-tagging (gclid)
- Cross-campaign attribution analysis
- Multi-app portfolio reporting and budget allocation
Why API access matters at this scale
Managing 12+ apps across two platforms means dozens of concurrent Google Ads campaigns at any given time. Each campaign has its own keyword set, bid strategy, asset groups, and performance benchmarks. Manual management through the Google Ads UI does not scale efficiently past ~10 campaigns — every change has to be made campaign-by-campaign, and reporting requires combining exports from many tabs.
Google Ads API access enables what manual UI work cannot: programmatic keyword expansion driven by GA4 search-term reports, automated negative keyword application across the portfolio, scheduled bid adjustments based on day-part performance, and unified reporting that combines Search, App Campaigns, and Performance Max into a single portfolio-level view. Combined with the GA4 Data API (already in use for our analytics reporting), this gives us end-to-end programmatic acquisition management for the entire portfolio.
We are a registered Google Ads MCC (Manager Account ID 211-392-2383) currently operating in the Google Ads UI. The campaigns and conversion infrastructure are live; API access is the next step to scale operations as the portfolio grows.
Tooling stack
- Google Ads — primary campaign platform, MCC
211-392-2383 - Google Analytics 4 — site analytics and conversion tracking, property
531461162 - GA4 Data API + Admin API — programmatic reporting and event configuration via
zima-marketingCloud project - Apple Search Ads — secondary channel for iOS acquisition
- App Store Connect API — programmatic store metadata and IAP management
- Google Play Developer API — programmatic Play Store release management
App marketing, paid acquisition, and analytics consulting.
We occasionally take on consulting engagements for other independent app studios and small B2B software companies — Google Ads strategy, GA4 setup, and conversion infrastructure. Email direct.