Google ADS installs for my software

Hi i want to get installs for my software through google ads or meta ads is it possible if yes can you guys tell me how to do it?

What type of software is it? Mobile or PC?

yes possible, but depends a lot if its android/ios app or windows software. For mobile you can run app install campaigns directly, for PC you usually need a clean landing page + conversion tracking on download/install event. Google is stricter with software, so make sure installer is signed, no bundled junk, clear uninstall info, privacy policy etc or they will suspend fast. Meta can work too but traffic quality can be messy, you’ll need test creatives and optimize after install not just click/download.

yeah the part nobody mentioned yet is the tracking on desktop is the actual pain. for an app install on mobile its easy, but for windows software you cant just fire a pixel on the .exe install. what most people end up doing is the installer pings back to a server endpoint on first launch, then you feed that back into google/meta as an offline conversion. without that youre basically optimizing on downloads not installs and the numbers lie to you.

also for google specifically read their unwanted software policy before you spend anything. signed installer is the bare minimum but theyll still suspend if the download starts before a click or if theres any "you must install X to continue" type wording on the landing. ive had accounts banned over stuff that seemed harmless.

if its niche PC software honestly search ads on intent keywords tend to convert way better than blasting display or meta cold. meta can work but you burn budget learning who actually installs. id start small, get the postback working first, then scale.

It's absolutely possible and it's among the best and fastest ways to promote your software. You can bid on your target keywords and competitor keywords.

for software installs, i'd spend just as much time thinking about onboarding as acquisition.

getting the install is only the first step. if users don't understand the value within the first few minutes, acquisition costs become much harder to justify.

before scaling budgets, i'd make sure the install-to-active-user conversion rate is healthy. that's usually where the biggest improvements come from.

google ads search + display works for software installs, meta works better if you've got demo videos/social proof.
start small budget, test creatives/keywords before scaling spend

On the landing page side specifically, google looks at software landers harder than regular ecom/saas ones. ive had installer downloads flagged not because of the installer itself but because the page looked too "thin", just a download button and nothing else

What survived review consistently for me was a page that looked like an actual product site, screenshots of the software in use, a real changelog/features section, faq, and a visible privacy policy link in the footer, not just linked once in fine print

Takes an extra hour to build but cuts suspension risk a lot compared to a bare bones download page