Google Introduces AI-Driven Bidding and New Ad Formats to Boost iOS App Marketing

Google Launches New Ad Formats and AI Bidding Features for iOS App Marketers

Google has introduced several updates aimed at helping marketers promote iOS apps more effectively. The new features include fresh ad formats and AI-driven bidding options that focus on advertisers’ target return on ad spend (ROAS).

New Ad Formats for iOS App Campaigns

Marketers can now access co-branded partnership ads on YouTube, a format that integrates creators’ content directly into campaigns. These ads are available in YouTube in-feed placements as well as Shorts app ads, offering greater flexibility for brand collaborations.

Additionally, playable ads can now appear following video ads in select placements purchased through AdMob, Google’s mobile advertising platform. This opens up more interactive ad experiences that can engage users right after video content.

AI-Powered Bidding Options Targeting ROAS

Google is enabling target ROAS bidding for iOS app campaigns. Advertisers can set specific ROAS goals, allowing Google's AI tools to adjust bids automatically to meet those targets. This feature helps marketers align their spending with measurable revenue outcomes.

Alongside target ROAS, iOS app campaigns can now use the “maximize conversions” bidding option. This AI-driven setting optimizes bids to generate the highest number of conversions possible within a given daily budget.

Automated Video Resizing for Better Reach

To support varied screen sizes and ad formats, Google is automating video resizing using AI. This capability improves how ads display across different devices and environments, enhancing campaign performance.

Why These Updates Matter

These changes come at a time when consumer spending in Apple’s iOS App Store continues to grow strongly. In 2024, the App Store saw $91.6 billion in consumer spend—a 24% increase from the previous year, according to Appfigures.

Google’s managing director of global app ads highlighted that these tools aim to help app advertisers improve both performance and measurement on iOS.

Context: Android and Google Play Store Legal Update

Separately, a U.S. federal appeals court recently upheld a ruling that Google’s Play Store holds an illegal monopoly. The court found that Google restricts alternative app stores and charges high fees for in-app transactions, affecting competition in the Android ecosystem.

For marketers focused on iOS app campaigns, these Google updates offer new ways to optimize ad spend and increase user engagement through AI-powered tools and innovative ad formats.