Service

Apple Ads (Apple Search Ads) for iOS and subscription apps

Keyword structure, bid caps from your unit economics, Custom Product Pages and attribution that actually reaches your analytics. I run Apple Ads for my own apps with my own money first, so the method is tested before it reaches your account.

Get a free 30-minute diagnostic Read the FAQ

Judged on backend revenueFree diagnostic firstOne or two new clients a month

Graphite columns standing below a horizontal brass bar set like a ceiling

What you get

Deliverables

For iOS apps, especially subscription apps, from first launch to scale.

Breakeven cost per tap and maximum CPI from your price and conversion
Campaign structure: brand, category, competitor and discovery
Keyword harvesting and negative keyword hygiene
Attribution check (AdServices) against analytics
Launch runbook with an end date as a spend fuse

Platforms and tools

Apple Ads
AdServices
App Store Connect
SKAN

The formula on one of my own apps: price, store fee and install-to-paid set the maximum CPI.

Receipts

From my own work

Anonymized, with the denominator and the caveats left in.

Unit economics

11.9% vs 5.4% install-to-paid

At a 30% store fee, a $3 CPI needs about 11.9% install-to-paid at $35.99 a year, against 5.4% at $79.99.

My own apps

EUR 2.35 vs 0.44 ceiling

Paused two Apple Ads campaigns for my own apps once measured CPI (EUR 2.35 and 3.24) sat far above each app's breakeven ceiling (EUR 0.44 and 0.49).

App Store visibility

13% keyword-field terms

I tracked 324 App Store search terms for my own apps: they showed up for only 13% of the terms taken from the keyword field, against 53% of brand terms and 39% of title and subtitle terms.

Get a free 30-minute diagnostic

How it starts

Diagnostic first, then a plan

Free 30-minute diagnostic
A short form, a pre-read built from public data and a call on the three biggest opportunities.
A written plan
Scope, tests in order, the stop rule for each test and what I need access to.
The work
Setup, buying, reviews or advice, depending on the service, reported against your backend numbers with the stop rules agreed up front.

FAQ

Common questions

Is Apple Ads the same as Apple Search Ads?

Yes. Apple renamed Apple Search Ads to Apple Ads in 2025. Search results campaigns work the same way.

How do you set bids?

From your numbers: net revenue per payer, install-to-paid rate and tap-to-install rate give a maximum cost per tap for each campaign. The method is written up in my Apple Ads breakeven guide.

Do you use Custom Product Pages?

Yes, when a keyword group has a clear intent that a dedicated page can answer. Each page is linked to its ad variation and read on tap-to-install rate.