App user acquisition in the Middle East means paying for installs and active users through app store ads, Google, social platforms and creators. Your store listing then turns that traffic into downloads. Smartphone use in the region is high, but users expect apps and app store pages in Arabic. This guide covers Apple Ads, Google App campaigns and social app ads, and how to measure what each channel brings.
Apple Ads on the App Store
Apple Ads, which Apple called Apple Search Ads until April 2025, shows your app on the App Store: at the top of search results, on the Today tab, and in the "You Might Also Like" section of other apps' product pages. Apple Ads is available in many Middle East and North Africa markets, including Saudi Arabia, the UAE, Egypt, Kuwait, Qatar, Oman, Jordan and Lebanon. Apple added Bahrain, Iraq, Morocco and Algeria in its late 2024 expansion. Check the current country list in Apple Ads before you plan.
- Build keyword lists in Arabic and English, because users search the App Store in both languages.
- Use search match to discover new search terms, move the best ones to exact match, and add negative keywords to cut waste.
- Use custom product pages so the ad and the page match the Arabic keyword the user searched for.
Google App Campaigns
Google App campaigns promote Android and iOS apps across Google Search, Google Play, YouTube, Discover and the Google Display Network from one campaign. You provide text, images and videos, and Google builds and places the ads.
- Upload Arabic and English assets, including vertical and horizontal videos.
- Start by optimising for installs, then switch to in-app actions, such as sign-ups or purchases, once the campaign has enough conversion data.
- Run separate campaigns by country, because costs and the value of a user differ between markets.
For the wider Google setup, see our guide to Google Ads in the Middle East.
Social and Video App Install Ads
Meta, TikTok and Snapchat all sell app install ads. Snapchat is especially important for reaching younger users in Saudi Arabia, as our Snapchat marketing guide explains. TikTok suits apps with a strong visual story, as our guide to TikTok Ads in the Middle East describes. Creator videos that show the app in use often perform well. In the UAE and Saudi Arabia, check the creator's advertising permit first.
Your Arabic Store Listing Converts the Traffic
Every paid channel sends users to your App Store or Google Play page. An English-only listing wastes paid traffic from Arabic speakers. Localise the keywords, description and screenshots into Arabic, use right-to-left screenshots that show the Arabic interface, and answer reviews in Arabic. Our Arabic ASO guide explains each step.
Choosing Countries and Budgets for App Campaigns
Costs and the value of a user differ a lot across the region. Start with the countries where your app's revenue model works best, and test larger markets such as Egypt, where both costs and user value are often different. Set a target cost per active user for each country, not one target for the whole region.
Arabic Creative for App Ads
- Show the Arabic interface of the app in videos and screenshots, not the English version.
- Lead with one clear benefit in the first seconds of a video.
- Use real people and creators from the target country where it suits the app.
- Make a version for each placement: vertical video for TikTok, Snapchat and Reels, and square or horizontal video for YouTube and Display.
Measurement and Attribution for Apps
- Use a mobile measurement partner (MMP), such as AppsFlyer, Adjust or Branch, to compare channels on the same basis.
- On iOS, Apple's privacy rules limit user-level tracking, so attribution relies on SKAdNetwork and modelled data. Expect less detail on iOS than on Android.
- Judge channels by cost per active user, retention and revenue. Cost per install (CPI) alone hides users who never open the app.
- Report by country, because the value of a user in Saudi Arabia, Egypt or Morocco can be very different.
Plan Around Ramadan and Other Peaks
App usage moves to the evening and late night during Ramadan, and competition for ad space rises. Plan budgets and creative for the month in advance, as our Ramadan PPC plan explains.
App User Acquisition Checklist
- Localise your App Store and Google Play listings into Arabic before you spend on ads.
- Set up an MMP and test in-app event tracking.
- Launch Apple Ads with Arabic and English keywords.
- Launch Google App campaigns with Arabic and English assets, one campaign per country.
- Test Meta, TikTok and Snapchat with creator-style videos.
- Compare channels by cost per active user and retention, then move budget to the best ones.
Conclusion
App growth in the Middle East needs paid channels and an Arabic store listing working together, measured by active users. GOTOMENA combines Arabic app store optimization with Apple Ads and Google App campaigns for global apps. To plan your growth, contact our team.