Navigate to launch settings and select the App and add the deep link before launching ads for an app or a web & app conversion campaign. (Deep link is optional for app conversion location)
Once the launch configuration is setup, navigate to Launch page and click Load Creative and choose the creatives you want to launch.
Things to note before launching an app or web + app conversion campaign:
For Web + App conversion location, only single image and single video ad formats are supported. The link field in ads should be the website link, deep link from the Launch settings will be used for app link.
For App-only conversion location, the supported ad formats are single image, single video, carousel, flexible and multi-placement ads.
For App-only conversion location, the link field in ads should be the app store URL of the App. If deep link is provided in the Launch settings under "Tracking specs", it will be used as App Destination.
4. Once you have grouped the ads and filled the ad copy details hit launch to launch your App/Web & app ads.