The Utility market is thriving, and Android devices are pushing forward. Despite its profitability, the niche of Android Utilities is still somewhat broad, so we need to break it down even further to ensure you understand your target audience.
In this article, you will learn why Android Utilities is a great vertical to work with, how to approach it efficiently, and what you should do to make the most out of your investments. As a bonus, at the end of the article, you’ll find the list of high-performing Android Utilities offers from our trusted partner CpaRoll.
Why Android Utilities Are Popular
Google Play has the “Tools” category in the top 3; it also has a penetration rate of 99.81%, implying that every user has at least one tools-related (utility) app installed. Let’s examine in-depth what makes the niche stand out from other verticals and OSs.
Tools & Utilities vs. the World
In 2021, the global market size of Utility apps was valued at $4.7 billion, and it is expected to grow at a compound annual growth rate (CAGR) of 7.5% until 2028. Smart terms aside, you can capitalize on the well-off audience that wants a Utility app for their device if you act now.
Compared to other verticals, the vertical of Utilities offers a very diverse range of products with good payouts. That’s why the limitation of Android-only is actually a blessing, helping you to narrow down the already immense reach of targeting settings.
And with RollerAds by your side, you’ll have all the promotional tools needed! We provide campaign kits, CPA Goal, diverse targeting settings, and simply our years of expertise for you to tap into. Sign up now to make the most out of Software & Utilities with the team of professionals.
Utilities 101: What’s Included
Android Utilities is a thriving niche, considering the popularity of mobiles worldwide, as well as the necessity for digital protection and quality-of-life tools. Despite its narrow focus on specific devices and products, the range of potential users is vast because utilities include all kinds of software imaginable:
Many utilities are also available for desktops, creating a sort of bridge and facilitating conversions for you. Long story short, Utilities is a broad group, and the Android subsection of it provides enough potential users for you to target.
Targeting Android Utilities
Now that we’re through with the question of why to promote Utilities for Android, it’s time to turn our attention to the question of how.
Utilities in general are a bountiful vertical; according to our media buying statistics, it performs not only in Tier 1 geographies and LATAM, but also acts as a top performer among advertisers. On our platform, 100+ advertisers specialize solely in this vertical, but you can combine it with other niches if you’re experienced enough. Every day, we detect 350+ million impressions and around 300 thousand clicks, indicating that field data supports earlier numbers—Utilities are in high demand.
Of course, when we narrow down the targeting settings to Android-only, these digits would shrink slightly, but not significantly, considering how Android handles Push Notifications—our go-to format. Couple it with the option to monetize your pre-lander (that’s right, you can become a publisher while being an advertiser), and you can boost your revenue from Utilities by 10% on average.
Promotional Tips from Our Media Buyers
Generally, there are two fundamental approaches to promoting utilities: offering a freebie (freemium, discount, trial) or telling a story about how one’s device can be in danger. Just don’t go overboard and steer clear of any lies and deception: rather than claiming that there IS a virus, highlight only the potential of it if you take that route.
Testing is paramount, and pre-landers are well-advised. Utilities are a relatively complex niche, filled with technical details. It’s a good idea to have a dedicated page before the offer, so you can address the inevitable objections, answer essential questions, provide user feedback, include a video showcasing app efficiency, and explain what makes your app stand out from the competition.
When targeting specifics, aim for the latest versions of Android, as users tend to purchase new gadgets regularly. Additionally, app developers often disable support for old versions themselves, so it’s essential to check which versions are still supported by the developers. Then, conduct your own research and refine your targeting settings based on your test results.
Converting Landing Pages & Creatives Ideas
When it comes to good landing pages for Android Utilities, they immediately grab attention. Phrases like “Security notice” and “Security alert” work great.
As for the visuals, include some notification icons, like unread messages. It’s possible to include some emojis, but when you go overboard, they might look unprofessional and amateurish.
Don’t forget to include a CTA button, so that users know what they are to do, e.g., “Install now”. Also, a timer can be a good addition to your creatives, but it’s not obligatory.
Here are some more converting creatives that can spur your imagination.
Top 5 GEO List
As a cherry on top, here’s a list of the top 5 GEO for Android Utilities. It features optimal configuration rates for SmartCPC as of June 2025. But even if you read this article long after, you can use it as a reference point, since Android Utilities won’t become obsolete anytime soon.
Top-Performing Android Utilities Offers
These offers from our partner CpaRoll, a global performance affiliate network, show amazing results and ECPM data with high-quality Push and OnClick traffic.
US – Prelander – My Mobile Secure VPN Android – CPI
Payout: $1.2
Targeting: Android, Mobile, Tablet
CA – Prelander – Microsoft Defender: Antivirus Android – CPI
Payout: $1.44
Targeting: Android 9.0+, Mobile
Multigeo – Tier 1 – 37 Mobile Utilities – Prelander – CPI
Payout: $0.6
Targeting: Android, Mobile
Multigeo – Tier 2 – 38 Mobile Utilities – Prelander – CPI
Payout: $0.24
Targeting: Android, Mobile
Multigeo – Tier 3 – 39 Mobile Utilities – Prelander – CPI
Payout: $0.06
Targeting: Android, Mobile
Multigeo – Prelander – Cryptomania – CPI
Payout: $0.15
Targeting: Android 10+, Mobile
Conclusion
Utilities in general are great, and Utilities for Android are probably even better, at least from the perspective of media buying. Push Notifications boast a high Click-Through Rate (CTR), so users are more likely to open them, potentially leading to a conversion.
Android Utilities is still a very broad category, so you need to pick a subniche, such as AV, VPN, file managers, system cleaners, AI helpers, and so on. This diversity of products contributes to a heterogeneous target audience, so you need to find the right segment. This is where A/B testing becomes crucial.
Anyway, it’s best to consult your account manager or our support team to ensure your strategy is optimized and tailored for maximum conversion. Register on our platform if you haven’t yet, and work with the professionals!
