Mixed intent
Brand, category and competitor terms share one campaign, so you cannot see which searches bring paying users.
Apple Ads · Senior growth team
Apple Ads campaigns for iOS apps and games, structured by search intent, matched to Custom Product Pages and measured against trials and revenue. Not cost per tap.
The short answer
An Apple Ads agency plans, runs and improves App Store campaigns on Apple Ads, formerly Apple Search Ads, so installs turn into paying users. That covers keyword research, campaign structure, bids, Custom Product Pages and attribution through your MMP. At Admiral Media, one senior team runs Apple Ads together with ASO and your other channels, and judges every keyword on trials, subscriptions or revenue.
Updated Every result on this page links to a published case study
The problem
Brand, category and competitor terms share one campaign, so you cannot see which searches bring paying users.
Every keyword lands on the same default store page, so high-intent taps meet a generic pitch.
Cost per install looks fine while trials and subscriptions lag. Bids should follow revenue events, not taps.
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Talk to Our TeamWhat we run
The same senior team plans the budget, makes the ads and reads the data, so nothing gets lost between agencies.
Published client results
Each figure comes from a published Admiral case study. Bars show the reported change, not a forecast for your app.
Alexandra ZinnowLead PPC, Digital Marketing, ImmoScout24-43%cost per acquisition-41% cost per tap with Custom Product PagesRead the ImmoScout24 case study BreezeLowerDating appApple Ads2.8Xreduction in CAC4.4X Apple Ads spend, 12X new usersRead the Breeze case study Petit BamBouLowerMeditation appApple Ads in new markets-38%CPI+54% CTR, +227% conversion rateRead the Petit BamBou case study InshallahHigherDating appUS iOSApple Ads in the mix+1,253%US iOS revenue+824% US iOS subscriptionsRead the Inshallah case study FETLowerDating subscription apppaid UA and SKAN rebuild-66%cost per subscription+162% subscriptionsRead the FET case study Not sure which Apple Ads keywords bring paying users? Ask us to look.
Talk to Our TeamAgency, in-house or both
Many of our clients keep an in-house team and use us for creative volume, new channels or a second opinion.
| Admiral Media | In-house team | Generalist agency | |
|---|---|---|---|
| Campaign structure | Brand, category, competitor and discovery kept apart | Depends on time to rebuild the account | Often one broad campaign per market |
| Custom Product Pages | One per keyword theme, built with ASO | Needs design and ASO time in-house | Often the default page for every ad |
| Measurement | Apple Ads attribution checked in your MMP first | Full data access if you have analysts | Often cost per install and taps only |
| Search term mining | Weekly: winners promoted, waste added as negatives | Often slips when the team is busy | Depends on your share of their time |
| Cost structure | Retainer or % of spend, no lock-in | Salaries, tools and hiring time | Retainer or % of spend, terms vary |
Clients and recognition
“With the experience of the Admiral Media team, we were able to super-scale our growth on TikTok.”
Stefani StaeckHead of Mobile User Acquisition, Bonial“We were especially impressed by their professionalism, speed, and level of expertise.”
Sarah FronckevicCMO, Breeze“Since the beginning of our work with Admiral Media, we have seen only one direction: upwards.”
Phillip WaymanCMO, Fastic
“Our clients consider us a long term growth partner. We sail the same boat as them.”
How we work
A monthly management fee, either a flat retainer or a percentage of media spend, separate from the media budget you pay Apple. At Admiral Media there are no budget minimums. We recommend a media budget after the first call, based on search volume in your category and markets.
Apple Ads is Apple's ad platform for the App Store. Ads can appear at the top of search results, on the Search tab, on the Today tab and on other apps' product pages. Search results ads carry the most intent, because the person has just typed what they are looking for.
We have no budget minimums. The test needs enough daily budget for brand and core category keywords to collect taps, installs and trials every day, which depends on your category and markets. We size the first test with you on the first call, rather than quote a fixed figure.
Brand campaigns often give a clear read within the first week or two, because the demand already exists. Category and discovery campaigns need a few weeks of search term data before keywords and bids settle. How fast depends on your daily installs and how soon trials or purchases follow.
In-house works if someone senior can manage keywords, match types, bids and attribution every week. An agency brings that from day one, plus keyword and Custom Product Page learnings from other accounts. We often work alongside in-house teams, for example running Apple Ads while your team owns social.
Yes. Our creative and ASO teams plan a Custom Product Page per keyword theme, write the messaging and design the screenshots. Search terms that convert in campaigns also inform your organic title, subtitle and keywords. For ImmoScout24, Custom Product Pages matched to search intent cut cost per acquisition by 43%.
Apple Ads attribution reports installs down to campaign and keyword level, and your MMP, such as AppsFlyer or Adjust, links them to trials, subscriptions and revenue. We set that up before scaling, then judge each keyword on cost per paying user and say plainly where the data has gaps.
Usually, yes. Other apps can bid on your brand name, and a brand campaign keeps your app at the top of results for people already looking for you. We run brand in its own campaign, so its cheap installs do not hide how category and competitor keywords really perform.
Talk to our team
Share your app or store, your markets and the step of the funnel you want to fix. A senior strategist replies within one business day.
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