Promoting Android mobile games through Google Ads can be confusing, especially when the platform suggests a target cost per install (tCPI) that seems too low to be profitable. Many developers see suggested tCPI figures of around $0.50 to $0.60 in certain regions, while others estimate their true cost per user (CPU) should be much higher — often in the $2.00 to $10.00 range. Misjudging this can lead to underfunded campaigns that don’t reach your audience or overbidding that eats into your margins.
Understanding how to set the right tCPI bid is critical. It influences your campaign’s visibility, cost efficiency, and overall return on investment (ROI). Smaller or new developers especially need a clear strategy, because getting a new app discovered and converting users at a sustainable cost is a balancing act. This article shares practical insights and proven tactics to help you interpret Google’s suggestions correctly and set bids aligned with your true user value.
Why the tCPI Estimated by Google Matters — and What It Doesn’t
Google’s suggested tCPI is derived from historical data and market averages. For certain regions like the US, India, or Europe, it considers competition, user behavior, and ad inventory. While a suggested bid of $0.57 for US installs sounds low, it’s based on the premise that Google expects high volume, lower-cost installs to deliver results.
But here’s the catch: These suggested figures are approximations. They’re not personalized forecasts of your actual acquisition costs or your app’s profitability. They’re starting points, not rules. Your true CPI, or cost per user, depends heavily on your app’s value, monetization methods, and the type of users you want to attract.
The Reality of User Acquisition Costs for Android Games
Many game developers report that true user acquisition costs (and consequently tCPI bids) are higher than platform suggestions suggest. In fact, a common range is $2.00 to $10.00 per install, especially in competitive markets like the US. Rewards-based advertising and in-app monetization often justify these higher costs because they increase lifetime value (LTV).
If you set bids too low (say, matching Google’s suggestions), your ads won’t win enough auctions, and your campaign stalls or underperforms. Too high, and you risk burning through your budget without a clear path to profitability.
How to Assess and Set Realistic tCPI Bids
1. Calculate your actual LTV per user. Understand how much revenue your average user generates — through rewarded ads, in-app purchases, or subscriptions. If your average LTV exceeds your bid, you have room to bid higher.
2. Benchmark your industry standards. Talk to similar developers or industry reports. Many say that for popular Android games, a tCPI of $2.00-$5.00 is typical in North America.
3. Start with a flexible bidding strategy. Instead of sticking exactly to Google’s suggested tCPI, begin with a bid slightly above your estimated true CPI. Monitor results, and adjust based on performance.
4. Use campaign data to refine bids. Track your CPI, retention, and LTV after initial campaigns. If your players stay longer and monetize well, increasing bids may be justified.
Practical Steps to Improve Your Campaign ROI
- Set clear KPI targets: Define your minimum acceptable ROI before launching campaigns.
- Bid strategically: Estimate your true CPI based on past data or industry benchmarks, then set bids accordingly.
- Optimize creatives and targeting: Focus on high-quality creatives and audience segments with proven engagement rates.
- Apply conversion tracking: Use install and in-app event tracking to understand user value.
- Test and iterate: Launch small budgets at different bid levels to see what yields the best results.
Keep in Mind — Campaigns Are a Continual Process
It’s tempting to rely solely on Google’s initial suggestions. But strategic advertisers know that bidder adjustments, ongoing optimization, and data analysis are crucial to success. Set realistic expectations, use your actual data to inform bids, and don’t hesitate to raise bids when justified by higher user LTV.
Remember: Getting your Android game in front of the right players is a process, not a one-off bid. Carefully analyze your data, adapt your bids, and optimize your creatives to maximize the ROI of your advertising budget.