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SaaS tends to have higher cpcs. You can use keyword planner and see the ballpark of what you’d be paying on google ads. App campaigns cost per install will depend on what kind of app it is but you’ll likely be between 1-5 bucks per install on average. For a trucking app on Facebook and google I was able to get both down to around $2.50 cpi.
ROI will depend on how well you monetize your app. If you know LTV per user than you can do the math to figure out what makes sense cost wise
