AdMob campaign to Landing Page

Hi there, im new to this great forum, so im not sure if my thread is correct, but i hope so.
I tried to setup my 1st campaign on AdMob, but it not allows to drive traffic for any URL landing page and ask me for application from Google Market. But i don't have one and don't want to. So i want to setup my campaign to drive traffic to mobile website, but not the app. I know that is possible, but don't know how to.
Thank you for support and i hope im not so hard to understand and sorry, cuz english is not my main lang.

I'm also interested how to make it possible with mobile ad networks. I'm thinking of createing a mobile app catalogue and drive traffic to it. Any ideas?