two & a half gamers 🧠 MVP UA template: How to set up your Google Ads campaigns for Success by Matej Lancaric
In this solo episode, Matej breaks down his MVP Google Ads UA setup for mobile games and apps in 2026. From Firebase tracking and conversion windows to campaign structure, audience signals, creatives, and optimization cadence - this is a practical, field-tested Google Ads playbook.
More info here: https://lancaric.substack.com/p/mvp-ua-template-i-want-to-launch-f9e
What you’ll learn
• Why Firebase is mandatory for Google UA
• Which events to bid on (and which to avoid)
• How conversion windows affect learning speed
• Why fewer campaigns scale better
• How to use audience signals properly
• When to move into ROAS campaigns
• How to structure creatives & ad groups
• Why patience beats constant optimization
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This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-2um8eguhf-c~H9idcxM271mnPzdWbipg
00:00 — Why Google Ads still matters in 2026
01:50 — Tracking fundamentals: Firebase vs MMP
04:30 — What events to bid on (installs vs actions)
07:00 — Conversion windows: speed vs accuracy
09:40 — Campaign structure & geo tiers
12:30 — Audience signals that actually work
15:10 — When (and when not) to run ROAS campaigns
17:30 — Creative structure & ad groups
18:50 — The “hamburger” optimization strategy
19:40 — Final advice & common Google Ads mistakes
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Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
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Please share feedback and comments - matej@lancaric.me
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