Google Tests “App Labs” Hub for Early Ad Features in Google Ads

Google is testing a new “App Labs” beta inside Google Ads, giving app advertisers early access to experimental campaign features before wider rollout. This dedicated tab within the App advertising hub allows advertisers to attempt limited-time experiments, provide feedback, and explore tools still in development.

How App Labs Works

App Labs functions as a sandbox for app campaigns, where features are not guaranteed to launch permanently but serve as short-term tests. This approach gives Google real-world input while offering advertisers a first-mover advantage to test, learn, and optimize ahead of competitors.

Benefits for Advertisers

Early adopters may gain performance advantages by testing and adapting to features before competitors even see them. The initiative signals Google’s desire for more advertiser input earlier in the product cycle, enabling faster adaptation as new tools become standard.

About App Campaigns

App campaigns support promote apps across Google’s largest properties including Search, Google Play, YouTube, Discover on Google Search, and the Google Display Network. Advertisers can add text, a bid, budget, and specify languages and locations. The system then tests different asset combinations using ad text ideas, images, videos, and assets from the app’s store listing to serve the best-performing ads across formats and networks.

Types of App Campaigns

Depending on the goal, advertisers can choose from three types of App campaigns:

• App campaigns for installs
• App campaigns for engagement (ACe)
• App campaigns for pre-registration

Where Ads Appear

App campaigns can appear across multiple Google properties, including:

• Google Search Network
• Google Search
• Google search partners
• Google Play
• Google Play search results
• Google Play related apps section (“You might too like” and “Related to this app”)
• Google Play homepage (“Suggested for you”)
• YouTube
• Relevant pages or content on YouTube
• Discover on Google Search
• Google Display Network

Key Benefits

• Simplified setup: No need to create individual ads for different networks and formats.
• Automated optimization: Google Ads tests different ad combinations and serves the best-performing ads.
• Wider audience reach: Ads appear across multiple Google properties, reaching a larger potential user base.
• Focus on conversions: Campaigns can be optimized to drive specific actions, such as app installs or in-app purchases.
• Effortless performance tracking: Advertisers can check performance and build adjustments as needed.

First Observation

The App Labs update was first spotted by Google Ads expert Thomas Eccel, who shared the sighting on LinkedIn.

As Google continues to test and refine experimental features through App Labs, advertisers who participate early may gain valuable insights and performance benefits ahead of broader availability.