On Android, depending on how the user's phone is configured, this leads from ad -> Chrome -> Play Store, which is really jarring. In some cases, this leads to a double pop-up to select an application to handle the intent, which is confusing at best.

Use a landing page. Put the CTA buttons at the top; make sure the landing page is mobile-friendly.

Also, if you haven't seen it: http://developer.android.com/distribute/googleplay/promote/l...

Edit: On iOS, use a Smart Web Banner. http://developer.apple.com/library/ios/#documentation/AppleA...