Which ad format is recommended for getting more users for your app, as well as finding users who are likely to complete in-app actions?
Universal app campaigns
Display ads with location extensions
As an app advertiser, you want to get your app into the hands of more paying users. If your goal is to find more valuable users, and you have the key in-app action tacked as a conversion event, use this option. AdWords will focus on people who are most likely to complete the specific in-app actions you’ve set up and selected for this campaign.
Read more here: https://support.google.com/partners/answer/6247380