Apple Ads is the only paid placement inside App Store search — the moment Apple says nearly 65% of downloads begin. We run all four placements as separate jobs, align the product page with the keywords that send traffic to it, and measure past the install so budget follows trials, subscriptions and retained revenue.
Intent captured inside the App Store
(Apple reports that nearly 65% of App Store downloads happen directly after a search — that is the moment these ads buy)
Four placements with four different jobs
(Search Results, Search Tab, Today Tab and Product Pages each behave differently — treating them as one channel wastes budget)
Judged on post-install value, not taps
(we tie spend to trials, subscriptions and retained revenue instead of stopping at cost per download)
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Apple Ads behaves less like social advertising and more like paid search with a checkout page you also control — which changes what has to be optimised.
The only paid slot inside the App Store
There is no auction competitor here. If an app should appear where people already search with buying intent, Apple Ads is the single way to buy that position.
Bids are per tap, not per click
Apple charges cost-per-tap, and the App Store product page finishes the conversion. Metadata, screenshots and ratings decide how much of that tap turns into a download.
Paid and organic share one surface
The same keyword can be won organically through store optimisation or bought through an ad. Managed separately, the two compete for the same install and inflate cost.
Because of that overlap, the first question is never "what should we bid" — it is which demand the store listing already wins for free, and which demand only a paid placement can reach.
From keyword structure and brand defence to product page alignment and attribution — the parts that decide whether spend produces retained users.
Search Results campaigns
The workhorse placement. We build keyword sets by intent — brand defence, category demand, competitor terms and discovery — and separate them so budget decisions stay readable instead of averaged into one number.
Brand defence and competitor terms
Brand keywords protect installs an app has already earned; competitor terms reach people comparing alternatives. They need different bids and different expectations, so we never run them in one group.
Today Tab and Product Pages
Placements for reach and interception rather than harvest. Apple describes the Today Tab as its most prominent slot, seen by over half a billion weekly App Store visitors — useful for launches, wrong as a default.
Custom product pages and creative sets
Ad creative on the App Store is driven by product page assets. We align creative variants with keyword themes so the promise in the ad matches the first screenshot people see.
Measurement: attribution, SKAN, MMP
We wire the Apple Ads Attribution API, AdAttributionKit and your measurement partner so installs map to downstream events — trial, subscription, repeat purchase — under Apple's privacy model.
Daily management and one report
Bids, keyword sets, negatives and creative reviewed continuously, with App Store performance shown next to Google, Meta and your other channels rather than in a separate silo.
The store page is half the campaign
A tap is paid for; the download is earned on the product page. We treat screenshots, first lines of copy and ratings as campaign variables, not as someone else's job.
Placements separated by intent
Search Results, Search Tab, Today Tab and Product Pages convert at very different rates. Splitting them is what makes cost per install comparable — and what stops discovery spend hiding inside a brand result.
Apple Ads, ASO and measurement in one team
Channel management, analytics and product-page work are not separate tracks. We look at where an app already ranks organically before bidding, so paid budget goes to demand the store listing cannot reach on its own.
It pays off when there is a real product page to convert on and a measurable event after the install to optimise toward.
It makes sense when
Not yet, when
The audit comes first because a weak product page or missing attribution caps every campaign built on top of it.
Audit of store presence and demand
We review the product page, existing keyword rankings, category competition and any historical ad data. The output is a ranked list of what to fix before budget increases — not a launch on day one.
Structure, measurement and launch
We build campaigns split by intent, set negatives, wire attribution and downstream events, then launch with bids sized to learn quickly without overspending on discovery.
Scale on post-install value
Budget moves toward keyword themes that produce retained users and revenue. Creative and product page variants are tested against the keywords that send the traffic.
Management should strengthen your unit economics, while access, keyword history and data stay on your side.
Your account, your data
Campaigns run in your own Apple Ads account. Access, keyword history and performance data stay on your side from day one.
Management fee, not a cut of spend
We charge for managing the channel, not a percentage of budget. Scaling spend has to be the right call for your economics, never ours.
Reported in business terms
Cost per install is a diagnostic, not the goal. Reporting shows trials, subscriptions or revenue per keyword theme, next to your other channels.
A cross-section of work across premium e-commerce, marketplaces, local lead generation and ticketed experiences. Each story shows how the right strategy, capabilities and operating cadence come together around the business model.
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The way we work is consistent across every scope: the business objective comes first, each capability has a defined role, and decisions are made against real business numbers.
Direct strategist contact
You work with the person responsible for direction, priorities and delivery — not a layer of account managers.
Infrastructure on your side
Accounts, analytics, automations, creative and data stay yours from day one — no dependency on the agency.
A daily decision rhythm
We connect marketing and analytics data in one operational view, so evidence turns into priorities and action quickly.
No long lock-ins
A 14-day rolling notice, a clear billing model and a clean handover if you decide to stop.
Apple Search Ads — now officially called Apple Ads — is Apple's advertising platform inside the App Store. It offers four placements: Search Results, Search Tab, Today Tab and Product Pages. Advertisers bid on a cost-per-tap basis, and the App Store product page completes the conversion. It is the only way to buy paid placement inside App Store search, which is where Apple reports nearly 65% of downloads begin.
Basic is an automated, install-priced option with a monthly spend cap per app and almost no structural control — useful for very small budgets or a first test. Advanced is the keyword-driven product: it exposes all four placements, keyword-level bids, negatives, audience refinements and creative sets. Any account that needs brand terms separated from competitor and discovery terms needs Advanced.
Apple Ads is priced per tap in Advanced campaigns, so the cost depends on category competition, country and how well the product page converts a tap into a download. Competitive categories such as finance and sports clear at multiples of casual game rates. Rather than quote a benchmark that ages badly, we model it from your own data: the tap rate on your keywords, the conversion rate of your product page and the value of an installed user.
They share one surface. The same keyword can be reached organically through store optimisation or bought as an ad, and the product page decides conversion in both cases. Run separately, they compete for the same install. We look at existing organic rankings first, then bid where the listing cannot reach on its own — and use paid keyword data to inform the store listing. Our approach to search visibility, including AI-driven surfaces, is covered on our AI SEO page.
Yes, within Apple's privacy model. The Apple Ads Attribution API and AdAttributionKit connect ad interactions to installs, and a measurement partner links installs to downstream events such as trial start, subscription or repeat purchase. Setting this up correctly is part of the work — without it, cost per download is the only signal available, and that hides which keywords actually produce value.
Yes. Campaigns run in your account, and access, keyword history and performance data stay with you. We explain what changes and why, and report App Store results next to your other channels rather than in an isolated dashboard.
Tell us about the app, the markets that matter and what an installed user is worth. We'll talk about keyword structure, the product page and how App Store spend should sit next to your other channels.
