Apple Search Ads, run by operators who also own your organic listing.
Discovery, Today Tab, Search Results and Product Page tabs - mapped keyword-for-keyword against your organic footprint, with Custom Product Pages behind every intent cluster.
What we actually run on this channel.
Every structure below maps to a decision your finance team should have a view on - not a template we run because the platform recommends it.
Search Results
Bid on branded, competitor and category-intent keywords. Match types tuned per cluster; negatives updated weekly.
Search Tab
Awareness placement for high-volume intents where impression share is the win metric, not tap-through.
Today Tab
Editorial-adjacent placement - creative-led. Only run when a CPP or event beat justifies the cost.
Product Page
Bottom-of-funnel - capture users leaving a competitor listing. Paired with a comparison-shaped CPP.
How we take this channel from zero to compound.
Same four-beat wave as our organic practice. Nothing about paid earns a different rhythm.
Cluster & CPP map
We map every keyword cluster to a Custom Product Page. If a cluster has no CPP, we brief one before spending on it.
Launch discovery
Broad + exact structures on the top 3 clusters. Learn-mode budget explicitly scoped.
Compound
Weekly bid + negative reviews. Creative rotated when tap-through drops below cluster mean.
Read into organic
Search Match data pushed back into keyword-strategy briefs. Paid signal informs organic metadata.
- Every keyword cluster ships with a matching Custom Product Page - screenshots, promo text, preview video.
- Creative refreshed on a 6-week rotation minimum, or sooner if tap-through falls below the cluster's rolling mean.
- Underperforming CPPs are killed at 21 days, not left running as a hedge.
- Tap-through, install-per-tap, and cost-per-acquisition tracked per keyword cluster, not just per campaign.
- iROAS reported via SKAdNetwork + AdAttributionKit with a written note on postback confidence.
- Weekly written read + monthly board-ready deck.
- We only run Apple Search Ads for accounts on a Foundation, Growth, Brand or Scale plan - paid without organic footprint burns cash.
- Every campaign maps to a CPP. No orphan traffic to your default product page.
- Media spend billed to you directly by Apple - we never touch client cash.
Questions we get about this channel.
Can you run Apple Search Ads without ASO on retainer?+
We prefer not to. If you insist, we scope one - but with a 6-month unit-economics forecast showing why organic-first would have been cheaper. That report is free.
Do you handle SKAN/AdAttributionKit setup?+
Yes - conversion value schema, postback config, and a written note on which decisions are safe to make from the data.
How many keywords do you launch with?+
10–30 per cluster, 3–5 clusters at launch. Small enough to read weekly, wide enough to find winners. We scale after week two.
Want us to scope paid UA on this channel?
45-minute audit. You leave with a written unit-economics read on whether this channel is worth your next dollar of spend.