More Installs, Zero Cost: Cross-Promote in Applovin MAX with Google Ad Manager
Over the past few months, I’ve noticed growing interest from teams trying to run house ads, often to support new launches, bring life back to older titles, or just reduce churn to other games. The challenge is, Applovin MAX quietly removed its direct sold campaigns feature in early 2025, which used to be the standard way to handle this. So I spent some time figuring out how to make cross-promotion work using MAX + Google Ad Manager, and wrote this to help others avoid the same trial-and-error. If you're looking to scale installs across your portfolio without touching your UA budget and without hurting monetization, this setup can really help. Cherry on top? Monetization might actually improve when cross-promotion is added strategically. Let’s take a look at how to set it up. What Is It, Exactly? Cross-promotion is simple at […]
