# App install ad copy examples

> App install ad copy examples for Meta and Google App campaigns, with character counts that fit each limit. We wrote them; swap in your own app and numbers.
- **Author**: Marxx
- **Published**: 2026-10-29
- **Category**: Ad copy
- **URL**: https://marxx.ai/library-templates/app-install-ad-copy-examples

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App install ad copy works when it names the one job your app does, shows the first win and asks for one tap. Below are 12 Meta examples and three Google App campaign text sets that fit the limits.

We wrote these examples. They are not from real apps and have not been tested. Keep a line like "free" or "rated 4.5" only if it is true for your app.

## Know the limits

Google's App campaigns take 1 to 5 headlines of up to 30 characters and 1 to 5 descriptions of up to 90 characters. Google recommends 5 of each (checked 2026-10-20 on [Google's app campaign specs](https://support.google.com/google-ads/answer/17091671)).

Meta's Ads Guide recommends 125 characters of primary text for Instagram Feed image ads (checked 2026-10-20 on the [Meta Ads Guide](https://www.facebook.com/business/ads-guide/image/instagram-feed)). Put the point in that first stretch.

## Meta primary text examples

**Save money**

1. "Salary lands on the 1st, gone by the 20th. See where it goes in two minutes. Free to start."
2. "Paying for apps you forgot about? The list is in one place. Spot them, then decide."

**Save time**

3. "Split the dinner bill before the food arrives. Add friends and items. Send the request."
4. "Book a badminton court for tonight. See open slots near you and pay in the app."

**Learn**

5. "Ten minutes a day, real conversations. Learn Hindi on your commute. First week free."
6. "Preparing for [exam]? A new 15-question quiz every morning. Free to try."

**Move more**

7. "No gym this week? Ten-minute workouts for a small room. No equipment needed."

**Play**

8. "A new puzzle every day. Five minutes. Beat your friends' times."

**Shop**

9. "Order groceries by 6pm, get them by 8pm. INR 100 off your first order in the app."

**Invite and return**

10. "Invite a friend. You both get INR 100 in your wallet after their first order."
11. "You left your trip half-planned. Pick up where you stopped. Your list is saved."

**Proof (use only real numbers)**

12. "[X] lakh people use [App] to [job]. Rated [4.x] on the Play Store. Install free."

## Google App campaign text sets

| Asset | Text | Characters |
|---|---|---|
| Headline 1 | See Every Bill in One Place | 27 |
| Headline 2 | Know Where Your Salary Goes | 27 |
| Headline 3 | Track Spending, Free to Start | 29 |
| Description | Link your accounts, see every bill and set a monthly limit. Free to start. | 74 |
| Headline 1 | Learn Hindi in 10 Minutes | 25 |
| Headline 2 | Daily Lessons, Zero Fees | 24 |
| Headline 3 | Plan Your Week in a Minute | 26 |
| Description | Ten-minute lessons built around real talk. Start free, upgrade only if you like it. | 83 |
| Headline 1 | Short Workouts at Home | 22 |
| Headline 2 | No Gym? No Problem | 18 |
| Headline 3 | Split Bills in 10 Seconds | 25 |
| Description | Home workouts from 10 minutes, no equipment. Pick a plan, press play, track your streak. | 88 |

Write all 5 headlines and 5 descriptions Google allows. Google mixes them, so each one must make sense alone.

## A worked example: cost per install is not the goal

Say you spend INR 30,000 and get 1,000 installs. That is INR 30 per install. Only 250 of those people finish sign-up, so each sign-up cost INR 120 (INR 30,000 / 250).

Copy that says "free to start, takes two minutes" may bring fewer installs but more sign-ups. Judge the copy on the step that matters, as you would any [CPA](/glossary/cpa).

## Tips

- Name the job in the first line. Put the app name second.
- Say what is free and what is paid.
- Show the first win, the screen people see after sign-up.
- Get the first three seconds right with [hooks for app ads](/templates/hooks-for-app-ads), and pick a button from the [call to action examples](/templates/call-to-action-examples-for-ads).

Marxx builds personas from real ad comments and app-store reviews. Reviews of your app and of rival apps show the words users use for the job. See [audience personas](/features/audience-personas).

## FAQ

### How long can an app install headline be?

On Google App campaigns, a headline takes up to 30 characters and a description up to 90 (checked 2026-10-20). Count spaces and punctuation.

### Should I mention my star rating?

Only if it is real, current and from a source you can show. If the rating drops after you write the ad, change the ad.

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- [More Ad copy articles](https://marxx.ai/library-templates/category/ad-copy)
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