My Android app is live on Google Play and now it needs a performance-driven push. The single metric that matters is new installs, so the campaign must be built, optimised and reported with that KPI front and centre. Display ads are the preferred format—I already have some creative assets but welcome your ideas for additional banners, responsive layouts or short animations that could improve click-through and install rates. The audience is deliberately broad; the product targets the general public rather than a niche segment, so placement, bidding and copy need to reflect that wider reach while still keeping the CPI efficient. The scope covers: setting up a well-structured Google Ads account (or refining the current one), configuring conversion tracking for install events through Google Play, launching and A/B testing display campaigns, then monitoring and fine-tuning bids, audiences and creatives for sustained growth. Weekly insight reports should highlight key metrics—impressions, clicks, installs, CPI—and any recommended tweaks for the following sprint. Everything must stay compliant with Google Ads policy and the Play Store’s promotional guidelines. Once install velocity is solid, we can explore expanding into other formats, but the immediate goal is a scalable display strategy that moves the needle fast.