Services — Web, Digital Products & Commerce
Mobile App Marketing Agency
Ellington & Vale is a mobile app marketing agency running install campaigns, App Store Optimisation and retention for apps built and launched in India. The work sits downstream of the build — we market apps, we don't develop them — and it is judged on the same standard as the rest of our paid media work: what an outcome costs, not how the campaign looked.
App install campaigns
Paid acquisition to drive installs, run across Google's app campaigns (UAC), Meta and, on iOS, Apple Search Ads. The mechanics differ meaningfully from a standard web performance campaign — app install auctions optimise against events that happen inside the app after the click, which means the campaign is only as good as the event tracking feeding it. That dependency is the first thing we check before spending a rupee on install media, not the last.
App Store Optimisation
Listing quality, keyword targeting, screenshots and creative, and review and rating management on the App Store and Play Store. ASO is the closest thing app marketing has to SEO — it is slower and cheaper than paid installs, and it compounds, which makes it the part of this service most often underfunded relative to how much it's worth.
Retention and re-engagement
This is where app economics are actually won or lost, and it gets less attention than the install campaign that brought the user in the first place. An install with no return visit is a wasted install regardless of how cheap it was to acquire. Retention work covers onboarding flow, push and in-app messaging, and re-engagement campaigns aimed at users who installed and went quiet — the segment every app has and almost none actively market back to.
Measurement and attribution
Install and event data has to be attributed correctly across channels before any of the above can be optimised with confidence — otherwise budget follows whichever channel's own dashboard claims the most credit, which is rarely the same as the channel actually driving incremental installs.
If you also need the app designed
App marketing and app design are different disciplines, and this page is written for the marketing side. If the app itself still needs to be designed or built, that work sits with our web design team — the two are frequently sequenced together for a launch, but they are scoped and staffed separately.
What determines the cost
We don't publish rates, for the same reason as everywhere else on this site: the range between managing a single-channel install campaign for an early-stage app and running install, ASO and retention together for an app already live at scale is too wide for one number to mean anything.
Monthly media budget under management. As with any paid channel, this is the primary driver of scope and reporting depth.
Number of channels live. Google UAC alone is a different engagement from Google, Meta and Apple Search Ads run together.
Whether ASO is in scope. Store listing and keyword work is a distinct, ongoing discipline, not a byproduct of running install ads.
Measurement maturity. If event tracking and attribution are already correctly configured, campaigns can be optimised from week one. If they're not, that gets fixed first — which affects timeline more than it affects fee, but it affects both.
Tell us your monthly budget and what the app needs, and we'll tell you honestly whether it's workable before anything is committed.
FAQ
- What does a mobile app marketing agency do?
- Runs the paid and organic work that gets an app installed and keeps it used — install campaigns, App Store Optimisation, and retention marketing aimed at users who've already installed. Distinct from app design and development.
- How much does app marketing cost in India?
- We don't publish a rate card. Cost is driven mainly by media budget, number of channels running, whether ASO is included, and how mature your event tracking already is. Tell us the numbers and we'll give you an honest read on what's workable.
- What is a good cost per install in India?
- There's no single honest number — CPI in India varies enormously by category, with gaming, fintech and shopping apps typically sitting in very different ranges from each other, and it moves further with platform (iOS install auctions usually cost more than Android), creative quality, and how tightly the campaign is targeted. Rather than quote a figure, we'll benchmark against your specific category once we know what the app does — that's a more honest starting point than a generic range.
- What is ASO and does my app need it?
- App Store Optimisation — improving how an app ranks and converts in App Store and Play Store search through listing, keywords, creative and reviews. Any app relying on organic store discovery needs it; an app growing purely through paid installs needs it less, though it still lowers the cost of every paid install by improving conversion on the store page.
- Do you also build apps?
- No — this service is app marketing, not app development or design. If the app itself needs building or redesigning, that's a separate engagement with our web design team.
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