AMBASSADOR MARKETING

App Store Search Ads: How to Get Seen Without Burning Cash

Getting visibility in app stores isn’t easy. With millions of apps competing for attention, most downloads come from search.

In fact, around 70% of App Store visitors rely on search to discover new apps.  That makes App Store Search Ads one of the most powerful tools for growth. The challenge is learning how to use them without burning through your budget.

In this blog, we’ll break down:

• What Apple Search Ads and Google Play Search Ads are, and why they matter.
• The difference between Apple’s Basic and Advanced plans.
• Where ads show up in each store and how placements influence results.
• How to structure campaigns, manage bids, and keep costs under control.
• The synergy between App Store Optimization (ASO) and paid ads for sustainable growth.
• Key differences between Apple and Google strategies, plus tips for cross-platform success.

P.S. Struggling to get real results from Search Ads campaigns? You don’t have to figure it out alone. inBeat Agency specializes in scaling installs with influencer-driven UGC, paid media, and search ad management, all focused on lowering your CPI.

What are App Search Ads?

Search ads are paid placements that appear inside app stores when users type specific keywords into the search bar. These ads look similar to organic results, but carry a small “Ad” label.

In the Apple App Store, they’re known as Apple Search Ads. On Google Play, they run through app campaigns created in Google Ads. Both platforms rely on keyword relevancy, audience targeting, and strong visual assets from your app listing.

The goal is to match user intent at the exact moment they’re looking for an app. When done right, search ads can lift visibility, improve conversion rates, and keep your Cost Per Acquisition under control.

Why App Store Search Ads Matter

Standing out in app stores feels impossible these days. That’s where search ads step in. They put your app in front of people already searching for something like it, on the search tab, today tab ads, or product pages.

On the Apple App Store, over 800 million people worldwide (2025) visit every single week. Apple reports that nearly 65% of downloads happen right after a search, with ads often driving conversion rates above 60%.

Even better, 95% of downloads from those ad taps happen within the first minute. That’s instant action from high-intent users.

Switching to Android, Google Play search ads run across the Play Store results, “Similar Apps” sections, and even reach people on YouTube. That broad coverage gives you tons of reach.

And it works; more than 27% of users who land on an app page after seeing a Play Store ad go on to install it. When paired with Apple’s laser-focused targeting, you’ve got a solid combo for better conversion rates and lower Cost-Per-Install (CPI).

When you manage these campaigns smartly, both platforms help cut wasted ad spend, increase tap-through rates, and keep your metrics, like Apple Ads cost or Google Play’s CPI, in check.

Apple Search Ads

Apple Search Ads put your app right at the top of search results inside the Apple App Store ads ecosystem. With options like Apple Ads Basic and Apple Search Ads Advanced, you can tailor campaign types, manage ad placements, and track conversion rates using Apple’s attribution API.

Apple Search Ads: Basic vs. Advanced

Apple gives you two main campaign types to run: Apple Search Ads Basic and Apple Search Ads Advanced.

Apple Ads Basic

It is a simple setup for small developers or teams without dedicated marketers. You enter a monthly budget (capped at $10,000) and Apple automates the rest.

It handles targeting, bidding, and ad placements. The trade-off is limited reporting; you won’t see which keywords or placements drive installs. Also, there’s no cost-per-tap control, and optimization options are minimal.

Apple Search Ads Advanced

This is afully-featured platform with complete control. You manage keywords, set bids, add negative keywords, build ad groups, and run custom product pages. You can target by audience, schedule campaigns, and track results with detailed performance metrics through the AdServices API.

Advanced supports scalability, detailed campaign structures, and in-depth keyword-specific data. This makes it the go-to option for growth-focused marketers.

In short, Basic is a light-touch entry point. But if you care about conversion rate optimization, scaling campaigns, or understanding where your spend delivers value, Advanced is the smarter choice.

Where Do Apple Search Ads Show Up?

If you assume Apple Search Ads only show up in search results, that’s not the case. Right now, your campaigns can appear in four major placements across the Apple App Store ads ecosystem:

1. Search Results

These appear right at the top when you search with a keyword. It’s the highest-intent spot because users are actively looking.

2. Search Tab

Suggested apps show up before you even type a query. This placement works well for brand awareness and reaching broader audiences.

3. Today Tab

Found on the App Store’s front page, it’s the first thing you see when opening the app. It’s perfect for new launches or branding pushes.

4. Product Pages

These ads are shown when you browse other app listings or compare options. They catch you mid-discovery and drive installs.

How to Build Apple Search Ads Without Overspending

Running Apple Search Ads can get expensive fast if you don’t plan your campaigns carefully. But with the right setup, you can keep your Apple Ads costs under control while still driving installs and improving conversion rates.

The key is smart campaign management, keyword optimization, and monitoring the right performance metrics.

Let’s see how to set your ads up the right way:

1. Title & Description

Include your brand name along with a relevant keyword. This makes your ad more discoverable and helps with search rankings inside the Apple App Store ads ecosystem. Keep it clear, concise, and aligned with your App Store Optimization strategy.

For example: If your app is called FitTrack, a smart title would be “FitTrack: Fitness Tracker & Step Counter”. It keeps the brand name front and center while adding a keyword (“fitness tracker”) that people actually search for.

2. Metadata

Metadata may feel like small details, but it plays a big role in how Apple matches your ad to relevant searches. Things like your app’s category, the developer name, and even the release date feed into Apple’s algorithm to decide whether your ad is a good match.

For example: If your app is listed under Health & Fitness and your developer name has credibility, your ad is more likely to appear for users searching for workout or wellness apps. Keeping metadata accurate and consistent also supports your App Store Optimization and improves overall conversion rates.

3. Keyword Strategy

Keywords are the backbone of your Apple Search Ads campaign structure. When you choose the right ones, you can control your Apple Ads cost and improve conversion rates.

Apple gives you two main keyword match types to work with:

• Exact Match: Your ad shows only when someone searches for the exact term or close variants. It’s great for high-intent traffic and tighter control over spend.
• Broad Match: Your ad appears for related terms, synonyms, and variations. This expands reach but can lead to irrelevant ad impressions if not monitored.

To refine results, use negative keywords to block searches that don’t fit your app. Moreover, pair this with Apple’s Search Match feature, which suggests keyword recommendations based on your app’s content and market data.

Here’s a quick breakdown of how exact match, broad match, and search match actually work in Apple Search Ads:

Pro tip: Start with a broad match to discover new opportunities, then layer in an exact match for the terms driving the best tap-through rate and installs.

4. Audience Targeting

Targeting the right audience keeps your Apple Ads cost-efficient and improves conversion rates. With Apple Search Ads Advanced, you can refine campaigns beyond keywords and placements by zeroing in on who actually sees your ads.

• Customer type: Choose between all users, new users who haven’t downloaded your app, or re-engagement campaigns to bring back lapsed users.
• Device targeting: Run ads on iPhone, iPad, or both. This helps align campaigns with how your audience prefers to engage with apps.
• Location: Narrow your targeting to specific regions or countries where you want to increase installs and optimize spend.
• Demographics: Fine-tune ads with factors like age or gender to make sure your app shows up for the right segment of users.

Remember, the more precise your targeting, the better your tap-through rate and overall conversion rate optimization.

5. Ad Scheduling

If you run ads around the clock, it can waste your budget. Especially if your audience isn’t active 24/7. With Apple Search Ads Advanced, you can schedule campaigns to show only during the days and times when your conversion rates are strongest.

Look at your performance metrics in the Search Ads Manager to spot peak hours and high-engagement days. Then, align your schedule with those windows. This simple move improves tap-through rate, lowers your Cost Per Acquisition, and ensures your spend goes toward periods that actually deliver results.

6. Budget Control

Without a budget plan, Apple Ads costs can spiral fast. That’s why setting strict limits is key. Start with a daily cap and a total campaign cap to keep spending predictable. Watch your performance metrics closely, then scale only the campaigns and ad groups that are driving strong conversion rates.

In other words, test first, then double down on what works. This approach avoids wasted spending, improves your ROI index, and keeps campaigns aligned with long-term growth.

7. Bid Management

Apple provides bid recommendations for each keyword inside Apple Search Ads Advanced. These suggestions are based on market data, competition, and expected tap-through rate. Following the recommended range helps you stay visible in auctions without overspending.

For example, if Apple recommends $1.20 for the keyword vacation planner and you bid $1.00, your ad may still run, but with fewer impressions. Matching or slightly exceeding the recommendation increases visibility while keeping your Apple Ads cost manageable.

Beyond recommendations, you can use automated bid adjustments to let Apple fine-tune bids based on performance metrics. Setting up bid adjustment rules gives you flexibility to raise or lower bids for specific devices, audiences, or locations.

Finally, setting a Max Cost-Per-Install acts as a safety net. It makes sure you don’t overspend on competitive keywords while still capturing quality users.

Smart bid management strikes the balance between reach and efficiency. It helps you scale campaigns that drive the strongest ROI.

Real-world results show the value of smart bidding. After refining its bid strategy, the app BeautyPlus reported a 50% higher return on ad spend compared to similar platforms. They also saw a 30% lift in subscription trial conversions, a 20% reduction in cost-per-acquisition, and a 23% increase in conversion rate when testing ad variations against the default setup.

“We continuously optimize our bidding strategy, increasing investment on these top-performing search terms to ensure that we stay as competitive as possible in each market.” Emma Shu, Head of Growth at BeautyPlus

8. In-App Events and Subscription Offers

Apple now lets you highlight in-app events and special subscription offers directly in your ads. This is a powerful way to keep your app top of mind and encourage users to engage beyond the first install.

Seasonal events, product launches, or limited-time features can be promoted right inside your ad placements. It’s perfect for sparking curiosity and increasing user engagement. On the subscription side, showcasing offers, bundles, or free trial promotions helps you increase lifetime value while keeping acquisition costs steady.

9. Attribution and Measurement

Running strong campaigns means nothing if you can’t measure results. Apple provides the Ads Attribution API, which shows you exactly how users interact after tapping your ad. You’ll know whether they installed, subscribed to, or engaged with specific features.

To go deeper, connect with Mobile Measurement Partners (MMPs). These tools give you insights into installs, in-app behavior analytics, subscription revenue, and even the full user lifecycle. With that data, you can measure performance at every stage, from first tap to long-term value.

This approach improves full-funnel attribution and makes it easier for you to see the true ROI of your Apple Search Ads. Instead of guessing where your budget works best, you’ll have clear evidence to scale campaigns with confidence.

Apple Search Ads Campaign Types

Choosing the right campaign structure is one of the biggest levers you can pull in Apple Search Ads. A well-structured account keeps your budget in check, makes bid management easier, and gives you cleaner insights into which keywords are truly driving installs.

The four main campaign types you’ll want to set up are:

1. Brand Campaigns

These focus on keywords tied to your app or company name. They’re usually the most cost-efficient because the user already intends to download your app. Protecting your brand this way also prevents competitors from hijacking your traffic.

Example

If your app is called MindEase, a meditation app, you’d bid on terms like “MindEase app” or “MindEase meditation.” This ensures users who already know you don’t accidentally click on a competitor’s ad instead.

2. Competitor Campaigns

This is where you go head-to-head with other apps in your category. These campaigns target keywords related to rival apps and help you capture users who are actively comparing options. Costs are usually higher here because competition for those taps is intense.

Example

If you’re promoting MealMate, a healthy recipe app, you could target searches for “Tasty” or “Yummly.” While you’ll pay more per tap, you’ll get exposure to users who are ready to download something in your category.

3. Category Campaigns

Category campaigns cast a wider net by targeting non-branded keywords that describe your app’s function or category. They’re perfect for reaching new audiences who may not know your brand yet but are searching for solutions.

Example

A budgeting app could run ads for “expense tracker,” “bill reminder,” or “personal finance.” A fitness app could target “step counter” or “HIIT workout tracker.” These terms draw in high-intent users evaluating their options.

4. Discovery Campaigns

Discovery is about finding untapped opportunities. You’ll use broad match and search match here to uncover new keywords. This campaign type should have two ad groups:

• Broad match ad group: It contains existing keywords from your other campaigns, but set to broad match. Search Match is turned off.
• Search match ad group: It doesn’t include keywords. Instead, Search Match is on, which allows Apple to match your ad to relevant queries automatically.

Example

Let’s say you’re running ads for a habit tracker app. In discovery, Apple might show your ad for unexpected but relevant searches like “daily planner” or “goal setting.” If those convert well, you’d move them into your category or competitor campaigns as exact match terms, while adding them as negative keywords in discovery to avoid duplication.

Why Campaign Structure Matters

A well-organized campaign structure directly impacts how efficiently you spend, how clearly you can measure results, and how fast you can scale. With the right setup, you’ll see which keywords drive real value and which ones drain your budget.

• Brand campaigns deliver the highest conversion rates at the lowest Cost Per Acquisition.
• Competitor campaigns expand your market share by pulling attention away from rival apps.
• Category campaigns connect you with new audiences who are searching based on function or features.
• Discovery campaigns fuel growth by surfacing keywords you may not have considered before.

This four-part structure gives you clarity across intent levels. It makes it easier for you to scale what performs and pause what doesn’t. Over time, discovery insights strengthen the other campaigns and creates a cycle of efficiency and smarter campaign management.

Real-world results back this up. After restructuring its Apple Ads campaigns, Foodpanda achieved a 20% increase in incremental app downloads, cut cost-per-acquisition by 18% compared with similar platforms, and drove a 38% increase in new user acquisition from ads on the search tab.

“With Apple Ads, account structure is key to success. Grouping by keyword theme allows us to understand performance by market separately and take insightful action on bidding.”  Foodpanda

P.S. Wondering who can help you build and scale campaigns like this? Don’t miss our guide to the Top 23 Mobile App Marketing Agencies. It covers experts who specialize in driving installs, optimizing spend, and growing apps faster.

Search Ads for Google Play

As of June 2024, Statista reports that the Google Play Store hosts 1.68 million apps, making visibility a constant challenge. Google Play search ads help your app stand out by appearing in the Play Store itself, as well as across Google Search, YouTube, and the Google Display Network.

With Universal App Campaigns, you provide core assets like text, images, and videos. Google’s AI then tests different combinations to deliver the ad variations that perform best. This makes setup simple, but you’ll still need a strategy to keep cost-per-install (CPI) efficient.

Google Play Ad Placements

Google Play offers multiple ad placements that help you reach users at different stages of discovery.

Each placement has its own advantage:

• Above search results: Ads appear right at the top when someone searches for an app. This is high-intent traffic since users are actively looking.

• Similar apps section: Your app can be promoted on competitor or related app pages. This is a smart way to capture users' attention while they’re comparing options.

• Recommendations on the homepage: Ads appear under the “For You” or “Recommended” sections on the Play Store’s front page. This placement drives awareness and widens your reach, even before users start searching.

These placements make sure your app gets exposure whether someone is searching directly, browsing categories, or casually exploring new apps.

Google Play Search Ads Without Overspending

Google’s automation makes launching Play Store ads simple, but simple doesn’t always mean cost-effective. Here’s how to structure your campaigns so you get results without overspending.

Setup

Campaigns start in Google Ads with a Universal App Campaign. Just enter your app name, upload up to five short headlines and five description lines, and Google will pull other assets such as icons, descriptions, and screenshots from your Play Store listing.

You can also upload up to 20 images, 20 videos, and 20 HTML5 assets to give the system enough creative flexibility.

Next, choose your app's language, target regions, audience, and campaign goal (like installs or in-app actions).

Finally, set your daily and total campaign budgets. From there, Google's system will test different combinations and find the ads that drive the best installs.

Automation

After launch, Google’s AI continuously experiments with ad variations, icons, and assets, automatically prioritizing the ones driving the most installs at lower CPI.

Instead of manually picking keywords, Google generates them based on user search behavior in the Play Store. While this saves your time, it’s important to monitor performance metrics to avoid paying for irrelevant traffic.

Budgeting

Budget control keeps campaigns sustainable. Start with realistic caps, review metrics like CPI, tap-through rate, and conversion rate. And reallocate spend to the regions or ad variations delivering the best results.

Pause underperformers early and treat the process as a cycle. Test small, scale what works, and refine until your budget aligns with ROI.

P.S. Struggling to manage all this on your own? Check out our guide to the Top 31 Google Ads Agencies to Collaborate, a curated list of partners who can help you maximize performance and control spend.

ASO Alignment: Paid + Organic Synergy

Paid campaigns perform best when they work hand in hand with App Store Optimization (ASO). Strong organic foundations make your ads more efficient, while ad data helps refine your organic growth strategy.

Start with the basics. On Apple, optimize your subtitle (30 characters), keyword field, and first screenshots, these heavily influence tap-through rate. Whereas, on Google Play, focus on the short description (80 characters) and a keyword-rich long description, since these carry more weight in search visibility.

Then go beyond text. Use custom product pages in Apple Search Ads to match creatives with specific keyword groups or audiences. On Google Play, add promo videos and polished feature graphics to strengthen visual assets.

In both stores, high user ratings and reviews are critical. Ads with strong ratings convert better and signal trust to new users.

Think synergy. Align the keywords you target in paid ads with those used in your metadata for stronger search rankings. Use deep links to send users directly to relevant in-app content and increase user engagement.

Apply insights from paid campaigns, like top-performing search terms and creatives, to refine your organic listings. And don’t overlook in-app events or subscription offers, which can drive re-engagement and add value across the user lifecycle.

Finally, treat paid ads as a source of market intelligence. Keyword-specific data and performance metrics provide clarity on what resonates. They give you an edge in competitor analysis and long-term growth.

Together, paid and organic efforts create a cycle of conversion rate optimization: strong ASO lifts ad performance, and ad results strengthen your organic strategy.

Apple vs Google: Key Differences in Ad Strategy

While both Apple and Google offer powerful ways to promote apps, their ad strategies work very differently.

Apple offers two plans: Basic, where you pay per conversion, and Advanced, which gives full keyword control. Ads can appear in search results, the Today tab, and on product pages, which makes multi-placement visibility a core strength.

On the Google side, campaigns run through Universal App Campaigns. Your ads don’t just appear in the Play Store; they also extend to Google Search, YouTube, and the Google Display Network.

Instead of manually choosing keywords, Google automatically generates them based on user search behavior and your app listing. That means setup is lighter, but you have less control compared to Apple.

In short, Apple gives you precision and keyword-level control, while Google prioritizes automation and scale across its platforms.

Apple App Store and Google Play Combined: Our Cross-Platform Strategy Tip

If your app is available on both iOS and Android, don’t limit yourself to just one platform. Running ads on both the Apple App Store and Google Play gives you a broader reach, but the key is tailoring your approach.

Creatives that resonate with iPhone users may not perform the same with Android audiences, so adjust messaging, visuals, and ad placements accordingly.

Track KPIs like cost-per-install, conversion rate, and retention separately for iOS and Android. This way, you’ll see where your budget delivers the best return and can reallocate spend between platforms with confidence.

Scale Smarter With Expert App Store Ad Strategies

App Store Search Ads can be the difference between being buried in the app stores and getting seen by the right users. When managed strategically, they drive installs and deliver valuable insights for long-term growth.

Paid campaigns aligned with organic optimization, smart budget control, and tailored strategies for Apple and Google ensure maximum return without overspending.

Key Takeaways

• Search ads place your app in front of high-intent users at the moment of discovery.
• Apple offers Basic and Advanced plans, with Advanced giving full keyword and bid control.
• Apple search ads can appear in search results, Today tab, product pages, or the search tab.
• Campaign structure matters: brand, competitor, category, and discovery campaigns each serve different goals.
• Smart bid management balances reach and cost while preventing overspending.
• In-app events and subscription offers boost re-engagement and lifetime value.
• Attribution and MMP integrations provide clarity on ROI and user behavior.
• Google Play relies more on automation, while Apple gives greater manual control.

If you’re looking to run Apple Search Ads or Google Play campaigns without wasting budget, inBeat Agency can help. Their team specializes in paid media and search ad management to lower CPI and grow installs.

Book a free strategy call now to see how they can tailor a plan for your app.

FAQ’s

What are search ads on Apple?

Apple Search Ads are paid placements inside the App Store that appear at the top of search results. They look similar to organic listings but carry a small “Ad” label.  Targeting specific keywords allows you to reach high-intent users at the exact moment they’re searching. This improves visibility, drives installs, and keeps cost per acquisition more predictable.

Is Apple Search Ads certification worth it?

Yes. The Apple Search Ads certification helps marketers, developers, and app owners understand how to set up, optimize, and scale campaigns effectively. It covers campaign types, keyword strategies, audience targeting, and bid management. Earning the certification builds confidence and ensures your campaigns follow best practices. It’s especially valuable if you manage budgets or run ads at scale.

How do I turn off ads on the App Store?

You can limit App Store ad personalization in your device settings, but you can’t completely remove ads from the App Store. On iOS, go to Settings > Privacy & Security > Apple Advertising and toggle off Personalized Ads. This reduces targeting based on your data, but ads will still appear. Apple runs ads to help developers promote apps and drive discovery.

Why are there ads in the App Store?

Ads give developers a way to promote their apps and compete for visibility in a crowded marketplace. With millions of apps available, search ads make it easier for users to discover new ones while generating revenue for Apple. For developers, these ads provide high-intent traffic from users actively looking for apps. They deliver stronger conversion rates compared to other channels.

How can inBeat Agency help me set up Apple Search Ads campaigns?

inBeat Agency helps by handling every step of your Apple Search Ads setup. They structure campaigns, manage keywords, optimize bids, and align ads with App Store Optimization (ASO). Their team of experts ensures campaigns target the right audiences and placements while keeping cost-per-install in check. This allows you to scale installs efficiently without wasting spend on low-performing ads or irrelevant traffic.

Does inBeat Agency manage both Apple Search Ads and Google Play campaigns?

Yes. inBeat Agency works across both platforms. Their team sets up and manages Apple Search Ads as well as Google Play App Campaigns. This gives you a cross-platform strategy where creatives, budgets, and performance metrics are tailored for iOS and Android separately. Managing both stores together ensures your app gets the best return on spend while capturing broader market share.

Can inBeat Agency improve my app’s ASO before running paid ads?

Yes. inBeat Agency strengthens your App Store Optimization (ASO) before launching ads to maximize results. This includes refining titles, subtitles, descriptions, metadata, and visuals like screenshots. Strong ASO improves both organic visibility and ad performance. When the foundation is set, paid campaigns convert more efficiently because users see consistent, relevant messaging from ad click through to the app store page.

How does inBeat Agency track ROI for App Store Search Ads?

inBeat Agency uses Apple’s Ads Attribution API alongside mobile measurement partners (MMPs) to track installs, subscription revenue, and in-app engagement. This gives a clear view of the full funnel, from first tap to lifetime value. They provide reporting on cost per acquisition, conversion rates, and retention so you know exactly where your ad budget is delivering returns and how to scale profitably.