Techniques for conditionally deploying artifacts of a software application (e.g., a SOA application). In one set of embodiments, a deployment plan can be generated that specifies a list of artifacts to be deployed for the application. At a time of deployment, the deployment plan can be retrieved and processed by an installation module to carry out the deployment process. As part of this processing, the installation module can determine, for each artifact in the deployment plan, whether the artifact is associated with a user-defined condition. If such an association is found, the installation module can evaluate the user-defined condition and execute conditional deployment logic for the artifact based on the outcome of the evaluation. In this manner, the deployment activities to be carried out for the application can be dynamically modified at the time of deployment.