Apple Search Ads: App Store advertising for beginners
The fastest way to get first downloads — and lift organic ranking. We explain how it works and what budget to start with.
Apple Search Ads is advertising inside App Store search. When someone searches for an app, yours shows first with an «Ad» label. For a new app with no organic reach, this is the fastest way to get first downloads.
Why it works at launch
A double benefit: you get installs immediately and at the same time spin up organic reach. The algorithm sees activity around the app and starts showing it higher for free. So you're not just «buying users» — you're starting a flywheel.
What budget to start with
You can start at $5–10 a day — Apple doesn't require large sums. The main thing at first isn't to «pour in a lot» but to find the keywords that give cheap installs. Then you scale what works and switch off what drains money.
Service: Mobile apps — we build it turnkey→Common mistakes
Bidding on the most generic expensive keywords and burning the budget fast. Not watching which queries actually bring installs. Driving traffic to a weak page with poor screenshots — then even a cheap click doesn't convert. First a good page, then ads.
related services
got a similar challenge?
Start a project↓More on this topic: Mobile
all →ASO for Google Play: how it differs from the App Store
Google Play plays by different rules than Apple. We break down the key differences so you don't optimize both stores the same way.
How to get your first reviews and rating in the App Store
Rating decides half an app's success. We show how to gather your first honest reviews and when to ask, without annoying users.
Cross-platform or native app development: what to choose
One codebase for all platforms or separate for each? The difference is in price, speed and capabilities. No technical jargon.
next article