How much does it cost to promote an app?

This article was written by our expert who is surveying the industry and constantly updating the business plan for a mobile app.

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The Dojo Business Team

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What is the typical overall budget range needed to effectively promote a mobile app?

Effective mobile app marketing budgets typically range from $10,000 to $49,999 per campaign or project.

For ongoing marketing efforts, monthly budgets can range from $5,000 to $50,000, depending on the scale and competitiveness of your app and target market. These figures reflect the reality that mobile app promotion requires substantial investment to cut through the noise of millions of apps competing for user attention.

The exact amount you'll need depends heavily on your app's category, with gaming and finance apps requiring significantly higher budgets due to intense competition. Geographic targeting also plays a crucial role, as acquiring users in developed markets like the US and Europe costs substantially more than emerging markets.

Your budget should account for both launch campaigns and sustained marketing efforts, as successful apps require continuous promotion to maintain visibility and growth. Most successful app businesses allocate 6-12% of their gross revenue to ongoing marketing for established apps, while new apps often need to invest 12-20% to achieve initial traction.

You'll find detailed market insights in our mobile app business plan, updated every quarter.

How much should be allocated specifically to user acquisition through paid ads?

User acquisition through paid ads typically accounts for 40-60% of your total mobile app marketing budget.

This means if you have a $20,000 marketing budget, you should expect to allocate $8,000 to $12,000 specifically for paid advertising campaigns across various platforms. User acquisition has become the largest single line item in most app marketing budgets because organic discovery has become increasingly difficult in crowded app stores.

The percentage can vary based on your app's monetization model and user lifetime value. Apps with strong monetization through subscriptions or in-app purchases can afford to allocate a higher percentage to user acquisition, sometimes reaching 70% of the total marketing budget.

For mid-tier apps targeting competitive markets, this translates to $5,000-$25,000+ specifically for user acquisition, depending on your growth goals and market competition. Premium apps or those targeting high-value users may need to invest even more to achieve meaningful results.

This allocation covers all paid advertising channels including Google Ads, Facebook Ads, Instagram, TikTok, and other platform-specific advertising options.

What are the average cost-per-install rates for different platforms?

Cost-per-install rates vary significantly across platforms, with iOS typically commanding higher rates than Android due to user spending patterns and platform competition.

How much does it cost to run campaigns on major ad networks?

Major ad networks have distinct pricing structures, with costs varying based on competition, targeting specificity, and campaign objectives.

What are the typical monthly costs of hiring an agency or freelancer for app marketing?

Professional mobile app marketing services range from $1,500 to $10,000 per month for agencies, with an average cost of $3,500 monthly.

Freelancers typically charge $25-$49 per hour or $1,500-$5,000 for specific project-based work. The wide range reflects the varying levels of expertise, service scope, and market positioning of different providers.

Full-service app marketing agencies that handle strategy, creative development, campaign management, and analytics typically command the higher end of this range. These agencies often require minimum monthly commitments of 3-6 months and may include additional fees for creative asset development.

Specialized freelancers focusing on specific aspects like App Store Optimization, paid advertising management, or influencer outreach can provide more targeted services at lower costs. However, coordinating multiple freelancers requires more management time and effort on your part.

Project-based comprehensive campaigns typically cost $10,000-$49,999, which can be more cost-effective for businesses with specific launch goals or seasonal promotional needs.

What percentage of the budget should be reserved for App Store Optimization and creative assets?

App Store Optimization and creative assets should account for 10-20% of your total mobile app marketing budget.

ASO services typically cost $99-$2,000 monthly for tools and professional optimization services, while comprehensive ASO strategies can require $10,000-$40,000 annually. This investment covers keyword research, metadata optimization, A/B testing of store assets, and ongoing performance monitoring.

Creative asset production including app icons, screenshots, preview videos, and promotional graphics represents a crucial component of this allocation. High-quality creative assets can significantly impact conversion rates from app store visits to actual downloads.

The importance of this budget category cannot be overstated, as app store optimization directly affects organic discovery and conversion rates. Unlike paid advertising, ASO provides long-term benefits that compound over time, making it one of the most cost-effective marketing investments.

This is one of the strategies explained in our mobile app business plan.

How much does influencer marketing for app promotion usually cost?

Influencer marketing costs vary dramatically based on follower count, engagement rates, and platform choice, ranging from $10 per post for nano-influencers to over $10,000 for macro-influencers.

What are the expected costs for producing promotional videos, visuals, or animations for app ads?

Professional video production for mobile app promotion typically costs $3,000-$10,000 for intermediate quality cinematic advertisements.

Premium branded films and high-production value content can range from $10,000-$50,000, depending on the complexity, length, and production team involved. These costs include pre-production planning, filming, post-production editing, motion graphics, and multiple format variations for different platforms.

Animation and explainer videos are often priced at $100-$149 per hour, with most comprehensive projects falling under $10,000 total. Animated content can be particularly effective for demonstrating app functionality and features in an engaging, digestible format.

The investment in high-quality creative assets is crucial because video content consistently outperforms static images in mobile advertising campaigns. Well-produced videos can significantly improve click-through rates, conversion rates, and overall campaign performance across all major advertising platforms.

DIY video production using tools like Canva, Adobe Creative Suite, or smartphone filming can reduce costs but may compromise professional quality and effectiveness in competitive advertising environments.

What is the average daily or monthly ad spend required to stay competitive?

Staying competitive in mid-tier markets requires a minimum daily ad spend of $500-$1,000 to gather meaningful data and maintain visibility.

Monthly ad spending for sustained, competitive campaigns typically ranges from $15,000-$30,000 in most developed markets. This level of investment ensures sufficient data collection for optimization, adequate market presence, and the ability to test multiple creative variations and audience segments.

Lower daily budgets often result in limited data collection, making it difficult to optimize campaigns effectively or achieve statistical significance in testing. Platforms like Facebook and Google require minimum spending thresholds to exit the "learning phase" and deliver optimal performance.

Highly competitive app categories like gaming, dating, or finance may require significantly higher daily spends, sometimes exceeding $2,000-$5,000 per day to maintain competitive positioning and achieve meaningful user acquisition volumes.

We cover this exact topic in the mobile app business plan.

What does it typically cost to run retargeting or remarketing campaigns for an app?

Retargeting campaigns for mobile apps typically cost $0.66-$1.23 per click on Google, with monthly spending ranging from $1,000-$5,000+ for effective remarketing efforts.

The cost varies significantly based on audience size, targeting depth, and campaign frequency. Retargeting campaigns generally achieve lower cost-per-click rates compared to acquisition campaigns because they target users who have already shown interest in your app.

Effective remarketing requires segmenting audiences based on their previous interactions with your app or website. Users who downloaded but didn't complete registration require different messaging than users who completed registration but haven't made a purchase.

Monthly remarketing budgets depend heavily on your user base size and the value of re-engaging lapsed users. Apps with strong monetization models can justify higher remarketing spends because the lifetime value of reactivated users often exceeds acquisition costs.

Cross-platform remarketing campaigns that include Facebook, Google, and other networks typically require coordination and may involve platform-specific minimum spends and setup fees.

What are the typical costs associated with PR outreach and media features?

PR outreach and media features for mobile apps typically cost $10,000-$49,999 per comprehensive campaign when working with professional agencies.

Monthly PR retainers range from $2,000-$5,000 for ongoing media outreach, press release distribution, and relationship management with key industry publications and influencers. Hourly rates for PR professionals typically fall between $100-$300, depending on their experience and industry connections.

Getting featured in major tech publications, app review sites, or industry blogs can provide significant organic exposure but often requires professional PR support to navigate media relationships and create compelling story angles.

DIY PR outreach can reduce costs significantly but requires substantial time investment and may yield limited results without established media relationships. Success often depends on having genuinely newsworthy developments, unique app features, or compelling founder stories.

Specialized app review services and paid placement opportunities in industry publications can range from hundreds to thousands of dollars but may provide more predictable outcomes than traditional PR outreach.

How much is usually spent on app launch campaigns versus ongoing marketing efforts?

App launch campaigns typically require $5,000-$100,000 depending on the scale of ambition and market competition, while ongoing marketing represents 50-70% of the launch budget per month.

Launch campaigns are front-loaded investments designed to achieve initial market penetration, generate buzz, and establish early user adoption momentum. These campaigns often include coordinated PR efforts, influencer partnerships, paid advertising across multiple platforms, and promotional pricing or features.

Ongoing marketing efforts focus on sustained growth, user retention, and lifetime value optimization. Established apps typically allocate 6-12% of gross revenue to ongoing marketing, while new apps often need to invest 12-20% to maintain growth trajectories and competitive positioning.

The relationship between launch and ongoing spending reflects the reality that successful apps require continuous marketing investment. Initial launch success must be sustained through consistent promotional efforts, feature updates, seasonal campaigns, and competitive responses.

It's a key part of what we outline in the mobile app business plan.

Conclusion

Mobile app marketing requires substantial financial investment with budgets typically ranging from $10,000 to $49,999 per campaign and ongoing monthly expenses of $5,000 to $50,000. User acquisition through paid advertising represents the largest cost component at 40-60% of total marketing budgets, while creative assets, influencer partnerships, and professional services require additional significant allocations. Success depends on careful budget planning, continuous optimization, and understanding that effective app promotion requires sustained investment beyond the initial launch phase.

This article is for informational purposes only and should not be considered financial advice. Readers are encouraged to consult with a qualified professional before making any investment decisions. We accept no liability for any actions taken based on the information provided.

Sources

1. Clutch - App Marketing Agency Pricing
2. Clutch - Digital Marketing Agency Pricing
3. Appetiser - App Marketing Cost Guide
4. HawkSEM - Marketing Agency Pricing
5. AppRadar - Ads Budgeting Academy
6. Mapendo - Cost Per Install by Country 2025
7. Mapendo - Cost Per Install by App Category 2025
8. AdRoll - Ad Cost Breakdown
9. Google Ads - Cost Tool
10. Business of Apps - ASO Costs