Harshil Tomar@Hartdrawss
$3,800,000,000,000
That's Apple's valuation.
They built a tool that guarantees your app shows up when someone searches for exactly what your app does.
Apple Search Ads.
You don't need to rank organically.
You don't need to hunt for keywords.
Apple Search Ads is the only traffic source on the App Store where you pay exactly when someone searches for what your app does.
No algorithm luck. No viral gamble. Just a marketplace where you bid on intent.
Most indie founders ignore it because they think it's for big budgets.
Here's exactly how to run it profitably with $500.
1. Understand the math
Apple charges you per tap (CPT). Average CPT on low-competition keywords is $0.50 to $1.50.
Your goal is to keep cost per install (CPI) below your app's LTV.
If your app makes $5 per user over 30 days, you can afford up to $5 CPI.
Most apps fail here because they don't know their LTV.
2. Keyword research (skip the obvious ones)
Don't bid on your own app name. You already rank there organically.
Instead, target competitors and category terms.
Open App Store Connect. Go to Apple Search Ads. Create Campaign. Choose Basic.
Add keywords using these sources:
- Your top 5 competitors' exact app names
- Category terms your app solves (e.g. "budget tracker" not "finance app")
- Long tail terms with under 10 apps bidding (use Sensor Tower or manually search)
3. Set up a basic campaign in 10 minutes
Choose Search Results only. Skip Search Tab because it shows ads even when users don't search.
Budget: $20 per day for 7 days. That is $140 to test.
Ad group: exact match keywords only. Broad match burns money.
Screenshot creative: upload your highest converting store screenshot. Apple will A/B test it automatically.
4. The only two metrics you care about
Conversion rate (CR): how many users who see the ad download. Above 15% means your keyword and screenshot match intent.
Cost per install (CPI): what you actually pay. If CPI is higher than your target, pause the keyword.
At the end of 7 days, drop every keyword with a CR under 10% and CPI above your LTV.
Keep the winners. Double the budget.
5. Scale the winners
Now take your top 5 keywords and increase daily budget to $50 per day.
Add broad match for those same keywords. Apple's algorithm will find new variants that convert.
Also create a second ad group with Search Tab ads. Same creatives. This shows your app to users browsing without a specific search.
Watch the CPI. Search Tab tends to be cheaper but has lower intent.
6. The mistake that kills your ad spend
Most founders turn on Apple Search Ads and walk away.
You need to check it every 3 days for the first 2 weeks.
Keywords that worked yesterday can go cold when competitors start bidding.
Lower your bid by $0.10 each time. Keep cutting until the click volume drops. That is your sweet spot.
7. Recycle learnings into organic ASO
After 30 days, look at which keywords converted best.
Take those exact terms and move them into your app's keyword field, subtitle, and description.
Apple just told you which keywords bring paying users. Use that data to improve your organic rankings.
Now your paid traffic and organic traffic compound !
Open App Store Connect. Start a campaign with $50. Run the strategy for 7 days.
You will know exactly what works before your organic strategy even kicks in.
