Hiring a Mobile App Marketing Agency: What You Must Know

TL;DR: Hiring a Mobile App Marketing Agency

A mobile app marketing agency helps app teams acquire and retain users through data-driven advertising, app store optimization, and creative testing.

You should hire one when:

• Installs or engagement stall despite product updates.
• Paid campaigns bring low-quality users.
• You lack the bandwidth or expertise for UA, ASO, and analytics.

This guide explains how agencies work, what they cost, and how to choose one that drives measurable growth.

Most app teams don’t fail because their product is bad; they fail because no one knows it exists.

That’s where a mobile app marketing agency steps in. Not to run “more ads,” but to help you build a sustainable user acquisition engine, optimize your app store visibility, and scale installs that actually convert.

We’re REPLUG, a Berlin-based app marketing agency specializing in OEM marketing, paid user acquisition, ASO, tracking and analytics, and more.

Contact us today for expert solutions to promote your app and scale through mobile marketing.

The Role of Mobile App Marketing Today

Mobile marketing is no longer about quick installs or broad awareness. It’s about measurable growth: knowing where your users come from, what keeps them engaged, and which campaigns deliver profit.

$533B was spent on mobile in 2023 across app stores and advertising —~US$1.5B per day. Mobile ad spend grew 8% YoY.

Global ad spend hit ~US$1.1T in 2024, up 7.3% YoY; digital accounted for the majority.

For app businesses, that means investing in data-driven campaigns, strong creative testing, and transparent reporting. A skilled agency can help align all of that under a single roadmap, so you can scale faster and spend smarter.

Average user time in apps is ~3.5–5 hours per day, higher in top markets.

Why Your App Needs More Than Just a Great Idea

A strong idea is important, but even the best app development with perfect design and features won’t help if nobody sees it. Think of it like building a beautiful house deep in the forest; without a road or a sign, no one will find it.

Marketing is that road. Top markets exceed 5 hours/day in mobile apps; Indonesia >6h/day (Android).

The right app marketing services guide users to your app and help it grow. Effective app marketing focuses on:

• Increase Discoverability: How will people find your app among millions of others using digital marketing?
• Drive Downloads: Turn attention into action with strong messaging and clear calls to action.
• Boost Engagement: Downloads are useless if people don’t use your app regularly.
• Foster Retention: Keep users coming back for long-term growth.
• Generate Revenue: App promotion and proper marketing must make your app profitable.

Without a strong advertising agency or expert team, your app remains an unused idea.

The Downfall of DIY App Marketing: Why Experts Are Crucial

Some startups try to handle digital marketing in-house to save money or stay in control. But handling app marketing services in-house often backfires. 

Marketing is complex and requires skills, time, and experience. Common mistakes of DIY marketing include:

• Lack of Specialized Knowledge: Do you know ASO, paid ads, social media algorithms, analytics, and more? Each area needs expert knowledge.
• Time and Resource Drain: Marketing takes full-time effort. Diverting teams from app development can hurt both marketing and product.
• Inefficient Spending: Without experience, ad budgets can be wasted. Do you know the best bidding for different networks?
• Missed Opportunities: The app market changes fast. Without expert app marketing strategies, you may fall behind.
• Limited Scalability: Growing apps need growing marketing. In-house teams may struggle to scale campaigns and use new channels.

A professional advertising agency or app marketing services team brings expertise, advanced tools, and experience across app categories.

When to Hire a Mobile App Marketing Agency: Recognize the Tipping Point

Choosing to work with a mobile app marketing agency is a wise, planned decision. It’s the moment you realize your mobile applications need professional support to grow beyond what your current team can handle.

Are You Facing These Challenges?

Look for these signs to know if it’s time for expert help:

• Stagnant or Declining Downloads: Your user growth is flat or dropping on the Google Play Store or other platforms. Efforts so far aren’t working.
• Low User Engagement and Retention: People download your app but rarely return. High churn shows users don’t find long-term value.
• Poor App Store Visibility: Your app is hard to find. ASO or other marketing solutions aren’t helping.
• Ineffective Paid Ads: You run PPC campaigns, but costs are high, and the users you acquire are of low quality.
• No Clear Marketing Plan: You’re trying random performance marketing tactics without a roadmap.
• Overworked Internal Team: Developers or a small marketing team are stretched too thin, causing mistakes and burnout.
• Difficulty Scaling: You know your app has potential, but you lack the resources or mobile-first strategies to expand into new markets.
• Limited Data Insights: You have metrics, but can’t turn them into actions. Your CRM and analytics data aren’t being fully used.

If two or more of these apply, it’s likely time to hire an agency.

The ROI of Agency Partnership: A Strategic Investment

Hiring an agency is an investment, not a cost. 2024 marked a return to growth in app marketing budgets (+18% YoY across top media sources).

When done right, the ROI from an experienced team outweighs the price of app marketing services. Here’s how:

• Faster Growth: Agencies use proven app marketing strategies to boost downloads, engagement, and retention faster than in-house teams.
• Better Ad Spending: Using PPC, performance marketing, and data-driven targeting, agencies make every dollar count, lowering costs and improving user quality.
• Expert Team Access: You get specialists such as CRM managers, media buyers, and analysts, skills that are expensive to build internally.
• Scalable Campaigns: Agencies can adjust campaigns based on performance and your budget, which is hard for in-house teams to do.
• Focus on Core Work: Let your team concentrate on app development, UX, or ecommerce features while the agency handles growth.
• Lower Risk: Agencies know platform rules, mobile-first trends, and potential pitfalls, protecting your brand and mobile applications.

A skilled agency spends your money strategically for bigger returns: more users, stronger brand visibility, and higher revenue.

REPLUG’s Work Example:

• Golden Surveys: +45% D30 ROAS after structured UA rollout.

• Le Figaro: 120 % lift in installs via OEM placements.

• Bolt: scaled clean traffic across LATAM with action-based pricing.

Read all REPLUG’s success stories.

Typical App Marketing Benchmarks (Indicative Ranges)

Data reflects average performance across paid UA campaigns in non-gaming app verticals (2024–2025). Actual results depend on platform, budget, and geography.

 Ready to Scale Your App — Without Wasting Budget?

At REPLUG, we help apps like Bolt, Le Figaro, and Golden Surveys grow through data-driven UA, ASO, and OEM marketing.

Get a free growth consultation with our experts and discover what’s really holding back your installs.

👉 Book a Free Strategy Call

What Does a Mobile App Marketing Agency Actually Do?

A digital marketing agency for mobile apps offers a full range of services to guide users from discovery to loyalty.

1. App Store Optimization (ASO): Your Organic Buddy

ASO is like SEO for apps. It helps improve your app’s ranking in app stores, increase app visibility, and drive app installs without extra ad spend. 

A good agency will handle:

• Keyword Research and Use: Find high-traffic, low-competition keywords for your app’s title, subtitle, and description.
• App Store Listings: Write persuasive descriptions, optimize screenshots, and create short videos that make users download.
• Ratings and Reviews: Encourage positive reviews and respond to feedback to improve app visibility and reputation.
• Competitor Analysis: Study competitors’ strategies to spot opportunities.

A strong ASO plan acts as a 24/7 salesperson for your app.

2. Paid User Acquisition (UA): Smart Spending, Big Gains

Paid UA helps get new users fast with targeted ads. A full-service agency will handle:

• Platform Choice: Decide which platforms are best for your app: Google, Snap, Facebook, Instagram, TikTok, and other ad networks and DSPs.
• Audience Targeting: Use analytics to reach users who are most likely to download and engage.
• Ad Creative Testing: Make images, videos, and ads, test variations, and improve results.
• Bid Management: Optimize budgets to get maximum app installs.
• Campaign Monitoring: Track results in real time and adjust for better ROI.

A good app marketing campaign focuses on smart, data-driven strategies, not just spending money.

3. Social Media Marketing: Engaging Your Community

Social media helps build your brand, connect with users, and drive traffic to your app. Agencies manage:

• Paid Social Ads: Run targeted campaigns to gain new users and retain existing ones.
• Influencer Outreach: Partner with influencers to expand your reach.

Social media marketing creates a community that supports your app’s growth.

4. Influencer Marketing: Amplifying Your Reach

Influencers help boost app trust and visibility. Agencies can:

• Find Relevant Influencers: Match influencers to your app’s audience.
• Negotiate Deals: Handle contracts, payments, and campaign plans.
• Manage Campaigns: Oversee content that aligns with your brand.
• Track Performance: Measure reach, engagement, app installs, and conversions.

Influencer marketing can quickly generate authentic interest and improve app visibility.

5. Analytics & Reporting: Data-Driven Optimization

Good agencies rely on data-driven strategies to improve an app’s performance. 

They provide:

• Data Analysis: Track user behavior, engagement, and retention.
• Performance Reports: Show which campaigns work and where to improve.
• Attribution Modeling: Identify the best channels for acquiring valuable users.
• A/B Testing: Test ads, targeting, and strategies to maximize ROI.

Without analytics, marketing is guesswork. Agencies turn numbers into action.

6. Holistic Approach: Tailored Marketing Efforts for Your App

Top agencies use a full-service approach, customizing strategies for your app:

• Market Research: Study your audience, competitors, and industry trends.
• Custom Strategy: Combine ASO, UA, social media, OEM ads, and other channels in one cohesive plan.
• Brand Messaging: Refine your app’s message to attract users and stand out.
• Experimentation: Try new platforms, ad types, and tactics to stay ahead.

The goal is to create a growth engine for your app, improve app visibility, and drive long-term results. 

Some award-winning agencies specialize in this, making mobile apps successful from app launch to scale. One of the best app marketing agencies for a holistic approach is REPLUG.

Considerations When Choosing Your Mobile App Marketing Partner

Picking the right agency is a big decision. Treat it like any major investment, research carefully, and don’t rush.

How Much Does a Mobile App Marketing Agency Cost?

Costs vary by agency model, scope, and channels managed. Most app growth teams use one of these structures:

For sustainable learnings in 1–2 geos, expect €10K–€30K / month media spend, plus management or creative fees.

1. Specialization and Expertise: Niche vs. Generalist

Mobile app marketing companies usually fall into two types:

• Niche Specialists: Focus on specific app types (e.g., gaming, fintech, or health apps) or on specific services (e.g., ASO-only or media buying experts). Their deep knowledge can be a huge advantage if your app fits their niche.
• Generalist Agencies: Offer a wide range of mobile advertising and marketing services across many app types. They bring a broader perspective, but make sure their expertise isn’t too spread out.

Ask: Does your app need deep vertical knowledge or a broader mobile growth approach?

2. Proven Track Record and Case Studies: Show, Don’t Tell

Anyone can make promises. Absolute proof is in the results:

• Case Studies: Look for examples that show challenges, strategies, tactics, and measurable results (e.g., increased organic traffic, higher installs, or improved return on investment).
• Client Reviews and Testimonials: Check if past clients were happy and if the agency delivered results.
• References: A reputable agency will gladly provide contacts for verification.

The right agency proves it can deliver tangible success.

3. Transparent Communication and Reporting: No Hidden Agendas

You need to know where your budget goes and what it achieves:

• Metrics Clarity: Will the agency define KPIs clearly and explain them?
• Reporting Frequency: How often will you get reports? Are they actionable or just numbers?
• Dashboard Access: Can you view raw data from paid media, ad platforms, or analytics tools?
• Open Dialogue: Are they open to questions and feedback?

Transparency builds trust and ensures your mobile app marketing campaign is on track.

4. Understanding Your Industry: Do They Speak Your Language?

An agency familiar with your industry can start faster and make smarter choices:

• Prior Experience: Have they worked with similar apps or industries?
• Market Insights: Do they understand your app’s field?
• Target Audience Knowledge: Do they know your users’ needs, motivations, and pain points?

Agencies that “get it” save time and money while improving results.

5. Fee Structure and Budget Alignment: Value Over Cost

Agencies use different pricing models:

• Retainer-Based: Fixed monthly fee for certain services.
• Performance-Based: Fees tied to results (like app installs or return on investment).
• Hybrid Models: Combine retainer and performance bonuses.
• Project-Based: For short-term campaigns.

Always discuss:

• All Costs: Include agency fees, paid media budgets, and extra charges for creative work.
• Budget Flexibility: Can they adapt to your budget or insist on a minimum spend?
• Value Proposition: Compare the value, not just the cost. Sometimes, higher fees are worth better results.

The cheapest option isn’t always best; focus on value.

6. Team Dynamics and Culture Fit: A Collaborative Partnership

You’ll work closely with the agency, so culture and communication matter:

• Dedicated Account Manager: Ensures consistent communication and understanding.
• Team Expertise: Meet key members handling your mobile app development, ASO, or OEM ads.
• Communication Style: Are they transparent, proactive, and responsive?
• Shared Values: Respect and aligned values make collaboration easier.

Strong partnerships are built on people, not just contracts.

7. Scalability and Long-Term Vision: Growing Together

Your marketing needs will grow as your app grows:

• Future-Proof Strategies: Can the agency adapt strategies as your app evolves?
• Global Reach: Do they have experience with international mobile advertising campaigns?
• Service Expansion: Can they offer new services as your app scales?

Choose an agency that grows with you.

8. 360-Degree Approach: Beyond Basics

Top agencies understand the full marketing funnel:

• Integrated Strategy: Combine ASO, UA, social, retargeting, and other tactics in a connected plan.
• Beyond Downloads: Focus on engagement, retention, and monetization, not just app installs.
• Testing & Innovation: Suggest new ad formats, channels, or experimental approaches.
• Metadata Optimization: Ensure app store listings are fully optimized for maximum app visibility.

A holistic approach ensures all efforts contribute to sustainable, profitable mobile growth.

The Process: Questions to Ask Potential Agencies

When looking for a mobile app marketing agency, ask smart questions to check their expertise, approach, and fit with your company.

How to Hire a Mobile App Marketing Agency (Step-by-Step)

1. Define your KPIs – CPI, ROAS, retention, and lifetime value.
   2. Audit your stack – MMP, SKAN, analytics, creative assets.
   3. Shortlist 3–5 agencies – with proven results in your category.
   4. Request a 30-day plan – based on your goals and past data.
   5. Compare pricing models – retainer vs. hybrid vs. performance.
   6. Run a small-scale pilot – test one geo and two channels.
   7. Review learnings – scale only when ROI Day-1 predicts ROI Day-30.

Tip: Evaluate agencies on clarity, speed, and data transparency, not promises.

Agency Selection Scorecard

Agency Selection Scorecard (0–5 scale; aim for 18 / 25+):

During Initial Consultations: Laying the Groundwork

• “What is your core specialization in the mobile app marketing space?” – Understand their niche and what makes them unique.
• “Can you share successful campaigns for apps similar to ours or in our industry?” – Look for proven results.
• “What is your typical client onboarding process, and what info will you need from us?” – Check their organization and data requirements.
• “How do you learn about a new app, its audience, and business goals?” – See how they approach market research.
• “What are your fee structures and what’s included (media spend, creative, tools)?” – Make sure costs are clear.

Regarding Their Strategy & Approach: Digging Deeper

• “What initial recommendations do you have for ASO and paid UA, and why?” – Test their thinking for your app.
• “How do you do keyword research and competitive analysis for ASO?” – Assess their methodology.
• “Which marketing channels do you use for apps like ours, and why?” – Understand their paid and organic strategy.
• “How do you create ads and test them to improve performance?” – Look for data-driven strategies.
• “What are your tactics for retention and re-engagement beyond downloads?” – Ensure they focus on long-term success.
• “How do you stay updated on store algorithm changes, policies, and trends?” – Confirm their continuous learning.

On Performance & Reporting: Ensuring Accountability

• “Which KPIs should we focus on and how will you report them?” – Set clear metrics for success.
• “How often will we get reports? Can we access raw data or dashboards?” – Ensure transparency.
• “How do you attribute installs and in-app events to specific campaigns?” – Check their analytics.
• “How do you review and optimize campaigns in real-time?” – Evaluate agility.
• “How do you handle underperforming ad campaigns?” – See their problem-solving process.

About Their Team & Culture: People Power

• “Who will be our dedicated account manager and their experience?” – Know your primary contact.
• “Can we meet the specialists working on our account (ASO, UA, creative)?” – Check the expertise of marketing experts.
• “What is your communication protocol (calls, Slack, email)?” – Set clear expectations.
• “How do you collaborate with our team?” – Ensure smooth teamwork.
• “Describe your culture in three words. What do you value most in client relationships?” – Assess cultural fit.

Red Flags to Watch Out For: Protecting Your Budget

• Unrealistic Guarantees: No agency can promise #1 ranking or millions of downloads in a month on the Apple Search Ads or top app charts. Instant results are rarely real.
• Lack of Transparency: Hidden fees, vague reporting, or refusal to show campaign data.
• Poor Communication: Slow responses, jargon-heavy explanations, and no proactive updates.
• One-Size-Fits-All Approaches: Generic strategies that ignore your app’s unique user experience, localization, or audience.
• Shady Reputation or Reviews: Many negative reviews, unverifiable case studies, or outdated online presence.

Structuring Your Partnership: Contracts, Communication, and Collaboration

• Setting Clear KPIs: Define SMART metrics in the contract that align with your app’s goals. Examples include:
  
  
  • User Acquisition: CPI, CVR, Install Rate, ROAS
  • Engagement: DAU/MAU, session duration, feature adoption
  • Retention: Day 7/30 retention, churn rate
  • Monetization: LTV, ARPU, paid conversions

Agree on benchmarks for these KPIs to track performance and ensure long-term success across the app lifecycle.

Establishing Communication Protocols: Staying Connected

Set up clear ways to work together from the start:

• Regular Meetings: Decide on frequency (weekly, bi-weekly) and format (video call, in-person) to review strategy and app’s performance.
• Reporting: Clarify how often you’ll get reports and in what format—dashboard, document, or verbal.
• Emergency Contact: Have a protocol for urgent messages.
• Preferred Channels: Agree on tools: email for formal updates, Slack/Teams for quick questions.

Consistent, open communication keeps everyone aligned and avoids misunderstandings.

The Importance of a Mutual NDA

Before sharing sensitive info about your app or business:

• Protection for Both Sides: Your data and the agency’s strategies are safe.
• Building Trust: Shows professional commitment.
• Legal Safety: Provides recourse in case of disputes.

Never skip the NDA. It’s a must for professional partnerships.

Maximizing Your Agency Relationship: Your Role in Success

Hiring a mobile app marketing agency doesn’t mean you can step back. Your active involvement ensures success.

Provide Detailed Briefs:

• Clear Objectives: Say exactly what you want. Example: “Increase Day 7 retention by 15% for iOS users in the US this quarter.”
• Audience & Competitor Insights: Share everything about your target audience, competitors, and past campaigns.
• Brand Guidelines: Include tone, visuals, and creative limits.
• Feedback: Give timely, constructive responses.

Be Responsive:

• Approve creatives quickly to avoid missed opportunities.
• Attend meetings and discuss challenges openly.
• Active engagement helps optimize campaigns and improve conversion rates.

Trust Their Expertise but Ask Smart Questions:

• Listen to their data-driven approach and recommendations.
• Ask why certain decisions are made.
• Share your perspective and any internal constraints.

A good partnership balances trust and intelligent questioning.

Celebrate Successes and Address Challenges

• Acknowledge Wins: Celebrate campaigns that boost brand awareness, user experience, and top app performance.
• Address Issues Early: Raise concerns immediately.
• Focus on Solutions: Collaborate to improve strategies, creatives, or screenshots used in campaigns.

This ensures growth and continual improvement.

The Future of App Marketing

The app world is fast-changing. Agencies need to plan ahead:

• New Trends & Tech:
  • Hyper-Personalization: AI and machine learning create tailored user experiences.
  • Privacy-First Marketing: Navigate ATT for iOS and Google Privacy Sandbox.
  • Automation & AI: Improve bidding, creative production, and targeting efficiently.
  • Web3 & Interactive Ads: Explore blockchain, NFTs, playable ads, and rich media.
    
    
• Platform Changes:
  • Apple App Tracking Transparency (ATT): Agencies use SKAdNetwork and contextual ads for accurate attribution.
  • Google Privacy Sandbox: Stay ahead of Android changes.
  • Algorithm Updates: Adjust ASO, content, and campaigns to maintain app visibility.

Apple’s SKAdNetwork is the privacy-preserving measurement framework on iOS; adoption of SKAN 4 reached ~33% by Q1 2024.

A forward-thinking agency helps your app remain competitive and grow sustainably.

TL;DR: Checklist for Hiring the Right Mobile App Marketing Agency

1. Recognize the Need: Are downloads, engagement, or conversion rates stagnant?
2. Define Objectives: Set measurable goals.
3. Assess Specialization: Do they fit your app’s niche and marketing efforts?
4. Proven Track Record: Check case studies, testimonials, and references.
5. Transparency: Ensure clear reports and data access for attribution.
6. Industry Understanding: Do they know your target audience and market?
7. Fee Structure: Confirm all costs and value.
8. Cultural Fit: Dedicated manager and team alignment.
9. Scalability: Can they grow with your app?
10. Question Approach: Review strategy, creative process, and underperforming campaigns.
11. Watch for Red Flags: Unrealistic promises, poor communication, cookie-cutter strategies.
12. Contracts & NDAs: Include KPIs, communication rules, and confidentiality provisions.
13. Active Collaboration: Provide info, be responsive, and engage in strategy.

Choosing the right agency is forming a partnership to turn your app into a high-quality, award-winning product. Invest wisely and prepare for growth.

Let’s Turn Your App Into the Next Growth Story

Whether you’re struggling with scaling, ASO visibility, or user retention, REPLUG’s team knows what works across verticals and markets.

👉 Talk to REPLUG’s Growth Team

No sales fluff. Real strategies, real data, and real growth.

Outro and Important Stats:

• State of Mobile:

According to Sensor Tower’s State of Mobile 2024, the mobile app economy hit ~$533B in 2023 across app stores and ad spend—~$1.5B per day—up 8% YoY.

• Time in apps:

“Users now spend roughly 3.5–5 hours/day in apps, with top markets exceeding 5–6 hours.”

• Budgets rebounding:

“App marketing budgets grew ~18% YoY in 2024, led by non-gaming.”

• Retention benchmarks:

“Across broad app categories, D7 ≈ 14–18% and D30 ≈ 8% are common reference points.”

• iOS attribution:

“SKAdNetwork is Apple’s privacy-preserving attribution framework for iOS.”

• Android attribution:

“Privacy Sandbox on Android introduces Topics, Protected Audiences, SDK Runtime, and Attribution Reporting.”

• Play Store quality purge (ASO angle):

“Google Play removed roughly 47% of apps vs prior counts in 2024 to improve quality and safety.”

• Consumer spend / AI category:

“Time spent in AI apps neared 7.7B hours in 2024, with category consumer spend surpassing $1B.”

About the author

Jovana Stanković, Head of Marketing at REPLUG, a Berlin-based app growth agency specializing in Paid UA, ASO, and OEM advertising.