So you've got this brilliant app idea and you're ready to build it—but then reality hits. Marketing. The word alone makes most app creators break out in a cold sweat because let's be honest, nobody really knows what app marketing costs these days. I've worked with countless clients over my years at Glance, and this question comes up every single time without fail.
Here's the thing though: app marketing doesn't have to be expensive if you know what you're doing. Sure, you could blow your entire budget on flashy adverts that don't convert, or you could spend smartly and get real results. The mobile app marketing budget you need depends on loads of factors—your target audience, your competition, and frankly, how much homework you've done.
The biggest mistake I see is people either spending nothing on marketing or throwing money at everything hoping something sticks
What I want to show you in this guide is that cost effective app marketing isn't just possible—it's what separates successful apps from the ones that disappear into obscurity. We'll break down real app promotion expenses, explore free methods that actually work, and help you understand app marketing ROI so you can make smart decisions with whatever budget you have.
What Does App Marketing Actually Cost
Right, let's get straight to the point—marketing an app can cost anywhere from absolutely nothing to tens of thousands of pounds. I know that's not the specific answer you were hoping for, but here's the thing: there's no magic number that works for everyone.
Over the years, I've seen brilliant apps succeed on shoestring budgets and well-funded projects fail spectacularly despite massive marketing spends. The real question isn't how much you should spend, but how much you can afford to spend without risking your business.
The Reality Check
Most successful app launches I've worked on spend between £1,000 and £10,000 in their first few months. That might sound like a lot, but think about it this way—you've probably spent months (maybe years) building your app. Marketing is what gets it in front of people who'll actually use it.
Small businesses often start with £500-£2,000 monthly budgets; larger companies might allocate £5,000-£20,000 or more. But here's what I've learned: it's not about having the biggest budget—it's about spending wisely and knowing where every pound goes. You can achieve remarkable results with limited funds if you're strategic about it.
Breaking Down Your Marketing Budget
Right, let's get practical about your app marketing costs. After working with hundreds of clients, I've noticed people often throw money at marketing without really thinking about where it's going—which is a recipe for disaster if you ask me!
Your mobile app marketing budget needs structure. Think of it like this: you wouldn't buy a house without knowing what you're paying for, so why treat your marketing any differently? Here's how I recommend splitting your budget:
The 60-30-10 Rule
| Budget Allocation |
Marketing Channel |
Why This Works |
| 60% |
Paid advertising (Facebook, Google, Apple Search Ads) |
Immediate visibility and measurable results |
| 30% |
Content creation and influencer partnerships |
Builds long-term brand awareness |
| 10% |
Testing new channels and experiments |
Helps you discover what works best |
The beauty of this approach is flexibility—you can adjust these percentages based on what's working. If your organic content is performing brilliantly, shift more budget there. If paid ads are converting like crazy, double down on those instead.
Start small with each channel before committing big money. I've seen too many apps blow their entire budget on one platform that didn't work for their audience.
Your app promotion expenses should always tie back to clear goals. Set aside budget for testing because what works for one app rarely works exactly the same way for another—even in the same category!
Free Ways to Promote Your App
Let's be honest—not everyone has thousands of pounds sitting around for app marketing. The good news? Some of the most effective promotion methods won't cost you a penny. I've seen apps gain serious traction using nothing but free strategies, and you can too.
Social Media That Actually Works
Start with the platforms where your users already hang out. If you've built a fitness app, Instagram and TikTok are goldmines for sharing workout clips and user transformations. Business apps? LinkedIn is your best friend. The trick isn't being everywhere—it's being in the right places consistently. Share behind-the-scenes development stories, user tips, and genuine updates about your app's journey.
Getting Others to Talk About You
Reach out to bloggers, YouTubers, and podcasters in your app's niche. Most are happy to review interesting apps, particularly if you can offer something unique for their audience. App review websites are always looking for fresh content too. Don't forget about your personal network—friends, family, and colleagues can become your first champions if they believe in what you've built.
The real secret? Focus on being genuinely helpful rather than pushy. Answer questions in relevant online communities, share useful content, and build relationships. People buy from people they trust, and trust takes time to build.
Paid Marketing Methods That Work
Right, let's talk about putting money behind your app marketing—because sometimes free methods just aren't enough to get the traction you need. I've watched countless apps struggle to gain visibility until their founders bit the bullet and invested in proper paid promotion. The good news? You don't need to blow your entire budget to see results.
Social Media Advertising
Facebook and Instagram ads are where I usually tell clients to start. The targeting options are brilliant—you can reach people based on their interests, age, location, and even their phone type. Start with £10-20 per day and see what happens. TikTok ads work well too, especially if your app targets younger users.
App Store Advertising
Apple Search Ads and Google Play ads put your app right where people are already looking for new downloads. The cost per install tends to be higher than social media, but the users are often more engaged because they're actively searching.
The biggest mistake I see is spreading ad spend too thin across every platform instead of mastering one channel first
Google Ads can work brilliantly for apps that solve specific problems—think fitness tracking or productivity tools. People search for solutions, and your ad appears with the answer. Start small, test what works, then scale up gradually. Your app marketing budget will thank you for this measured approach rather than throwing money at everything and hoping something sticks.
Measuring Your Marketing Success
Right, so you've spent your marketing budget and launched your campaign—now what? Well, this is where most people make a massive mistake. They assume that downloads equal success and call it a day. Trust me, I've seen this countless times over the years and it drives me absolutely mad!
Downloads are nice, but they don't pay the bills. What you really need to track are the metrics that matter: user retention, lifetime value, and conversion rates. Are people actually using your app after downloading it? Are they making purchases or completing the actions you want them to? These are the questions that'll tell you if your marketing pounds were well spent.
The Numbers That Actually Matter
Start with your retention rates—how many users come back after one day, seven days, and thirty days. If people are downloading but not sticking around, your marketing might be attracting the wrong audience. Then look at your cost per acquisition versus lifetime value; if you're spending £5 to get a user who only generates £2 in revenue, you've got a problem that no amount of marketing will fix.
Most app stores and marketing platforms give you basic analytics for free, so there's no excuse not to track this stuff. The data will tell you what's working and what isn't—listen to it.
Common Marketing Mistakes That Waste Money
I've watched countless app developers burn through their mobile app marketing budget faster than you can say "install campaign". The painful truth? Most of these app promotion expenses could have been avoided with a bit of know-how. Let me share the biggest money-wasters I see time and time again.
Spraying and Praying With Your Budget
The number one mistake is trying every marketing channel at once. New developers often think they need to be everywhere—Facebook, Google, TikTok, Instagram, you name it. But spreading your app marketing costs across ten different platforms means you can't properly test what works. Pick two or three channels maximum and give them enough budget to actually measure results.
Ignoring Your Data
Here's something that drives me mad: spending money without tracking app marketing ROI. I've seen people pour thousands into campaigns without knowing which ads bring quality users. Your budget app marketing approach should include tracking tools from day one—otherwise you're just guessing where your money goes.
Set up proper analytics before spending a penny. You need to know your cost per install, user lifetime value, and which channels deliver your best customers.
The final killer? Targeting everyone instead of your ideal user. Generic targeting might feel safer, but it's the fastest way to waste money on users who'll delete your app within days.
Making Your Marketing Budget Last Longer
After years of helping clients stretch their marketing pounds, I've learnt that smart spending beats big spending every time. The secret isn't having loads of money—it's knowing where to put what you've got. Start small with one or two channels that match your audience perfectly rather than spreading yourself thin across everything. A focused £500 campaign often delivers better results than a scattered £2000 one.
Test Before You Invest
Here's something I tell every client: never commit your full budget to something untested. Run small experiments first. Try a £50 Facebook ad campaign before jumping into a £500 one; test different app store screenshots with a tiny budget before redesigning everything. This approach has saved my clients thousands over the years because you learn what works without the hefty price tag.
Timing Is Everything
Most people don't realise that when you spend matters just as much as how much you spend. Advertising costs fluctuate wildly—Christmas period rates can be three times higher than January rates. Plan your big pushes for quieter periods when competition is lower. Track your organic downloads first to understand your natural patterns, then amplify during peak interest times. This simple timing shift can make your budget work 40% harder without spending an extra penny.
Conclusion
After working with hundreds of clients over the years, I can tell you that app marketing costs don't have to break the bank—but they do require smart thinking. The biggest mistake I see? People either spend nothing and wonder why nobody downloads their app, or they blow their entire budget in the first month without tracking what works.
Here's what I've learned: start small, test everything, and scale what works. Your app marketing budget should grow with your app's success, not the other way around. Whether you've got £500 or £50,000 to spend, the principles remain the same—focus on your target audience, measure your results, and don't be afraid to pivot when something isn't working.
The most successful apps I've worked on didn't always have the biggest marketing budgets; they had the smartest ones. They used free methods like ASO and social media to build momentum, then invested in paid advertising once they understood their audience. Most importantly, they treated marketing as an ongoing conversation with their users, not a one-time shout into the void. Your app's success isn't just about how much you spend—it's about how wisely you spend it.
