Advertising Microsoft Store app on Microsoft Advertising not showing up

Question

Advertising Microsoft Store app on Microsoft Advertising not showing up

Ryan Luu 20

I'm trying to advertise my Microsoft Store app on the Microsoft Store, but I can't find the option to advertise on the store within Microsoft Advertising.

Microsoft Ads Campaign

I have publisher account added to the Microsoft Store Ads and it properly has my app's name but the option to advertise is still not there when I create a campaign. It's been around 72 hours since I initially added the account.

Microsoft Ads Microsoft Store

Can someone assist me in finding out how to advertise on the Microsoft Store? Using the App installs ads option only allows me to advertise apps on the Google Play Store and Apple App Store.

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Answer 1

MS Advertising - Marvin 250 Microsoft External Staff Moderator

Hello Ryan,

Thank you for using our Microsoft Advertising Learn Q&A Platform!

The App install ads campaign type is intended for promoting apps available through the Apple App Store or Google Play Store. Advertising a Windows app within the Microsoft Store requires the separate Microsoft Store Ads campaign option.

Since you have already added your Partner Center publisher account under Tools > Microsoft Store Ads, and your app is correctly displayed there, you should normally see Microsoft Store Ads as an available option when creating a campaign for promoting apps.

If it still not the case, see the following check list below:

App not found: The app cannot be found by Microsoft Advertising. Manually search using the app ID or package name; a brand-new app can take up to 96 hours to sync.
App URL incorrect: Check the app link and correct it if necessary.
App ID/package mismatch: For app install ads, compare the Package Name with the app ID/package parameter at the end of the App/Measurement URL or Final URL. A mismatch is a likely cause of an App not found error.

For reference, you may also review the App Install ads: Drive app downloads article.

Our support teams are pleased to engage in more in-depth discussions about your account through phone, chat, or email to offer review assistance, please see our support page to reach out!

I trust that the details shared here will partially address your inquiry. Should you have any further questions, feel free to contact our support. Additionally, I’ve sent you a private message requesting additional information. Please don’t hesitate to reply if you require further assistance.

Kind regards,

Marvin | Microsoft Advertising Support Specialist | 800-518-5689

Ryan Luu 20 Reputation points

2026-10-31T02:27:58.3933333+00:00

I do not see the option for Microsoft Store Ads. I'm following the below flow which is documented in my screenshots. I first select the Promote apps goal but, in the next options, there's only an option for mobile apps. And in the advertised apps selection, it only displays mobile app stores.

The App Install ads: Drive app downloads article you provided only includes the steps to advertise a mobile app and not a desktop app on the Microsoft Store.
MS Advertising - Marvin 250 Reputation points Microsoft External Staff Moderator

2026-11-03T17:53:44.0266667+00:00

Hello @Ryan Luu ,

Thank you for using our Microsoft Advertising Learn Q&A Platform!

Upon further review of the screenshots you provided, you should have the option to create Microsoft Store Ads. This ad format is different from App Install Ads, which currently support apps available through Google Play and the Apple App Store.

Since your publisher account has already been set on your ads account, the Microsoft Store Ads option should normally become available within 96 hours. However, based on the screenshot you shared, the option is still unavailable.

Kindly check the private message I sent you and provide the requested information so I can escalate the issue to our internal review team for further investigation on the backend.

Thank you.

Kind regards,

Marvin | Microsoft Advertising Support Specialist | 800-518-5689