Google UAC and Apple Search Ads are two popular advertising platforms for promoting mobile apps. Here are the key differences: Ad Placement: Google UAC ads appear across Google-owned properties and networks, while Apple Search Ads focus exclusively on the Apple App Store. Targeting: Google UAC offers diverse targeting options, leveraging Google's user data, while Apple Search Ads primarily target users based on App Store search queries. Ad Creation: Google UAC automates ad generation using provided assets, while Apple Search Ads use app metadata and imagery for ad creation. Budget and Bidding: Google UAC uses a target cost-per-install (tCPI) model, while Apple Search Ads has a maximum cost-per-tap (CPT) bidding system. Attribution: Google UAC provides robust attribution with Google Analytics, while Apple Search Ads has its own attribution system called Apple Search Ads Attribution. The choice between the two platforms depends on audience, app promotion goals, and budget. Some advertisers may use both for broader reach and visibility.