Apple Search Ads is still the strongest high-intent user acquisition channel for iOS.
In 2025, nothing beats Apple Search Ads (ASA) when it comes to acquiring users who are actively searching for apps like yours. Whether you're targeting the US, UK, or Canada, ASA remains the most predictable and efficient way to get quality installs — but only if you know how to structure your campaigns correctly.
This guide walks you through the exact strategies used by top-performing app teams to reduce CPI, increase ROAS, and scale without burning money.
1. Understand Why ASA Works Better Than Other Channels
ASA gives you:
- Highest intent users — they’re literally searching for your solution.
- Consistent quality — retention and LTV outperform TikTok and Meta.
- Accurate attribution — no messy post-IDFA tracking issues.
- Lower ad fatigue — your ad is your store page.
The only downside: competition is increasing every year in English-speaking regions. That’s why structure matters.
2. Use the 4-Campaign ASA Structure (2025 Standard)
This structure is used by top agencies and high-spending app teams:
- Brand Campaign – Protect your brand and take cheap installs.
- Competitor Campaign – Capture users comparing similar apps.
- Category Campaign – Your broad match traffic source.
- Discovery Campaign – Explore new keywords with search match.
90% of apps mix everything into one campaign — and lose money because of it.
3. Choose the Right Keywords (US, UK & Canada)
Keyword intent is everything. You want users who are looking for a solution — not browsing randomly.
Three categories of high-value keywords:- Intent Keywords: “face yoga app”, “AI art generator”, “habit tracker”
- Problem Keywords: “reduce stress”, “improve skin”, “track screen time”
- Competitor Keywords: “Calm”, “CapCut”, “Lensa”, “Headspace”
The US has the highest volume, the UK has more competitive CPCs, and Canada generally has the best balance of volume + cost.
4. Bid Smart: How to Set CPT in 2025
Overbidding kills your ROAS. Underbidding kills your impressions.
ASA bidding rules for 2025:- Brand: Very low CPT ($0.20–$0.50)
- Category: Medium CPT ($1–$5)
- Competitor: Higher CPT ($2–$7)
- Discovery: Middle CPT ($1–$4)
Start low, increase slowly, and prioritize keywords with strong TTR + CR.
5. Fix Your Store Page Before Running ASA
ASA is powerful, but it cannot fix a weak product page. Your screenshots, subtitle, and video directly impact your campaign performance.
Improve conversion by:- Highlighting value, not features
- Using clean, readable screenshot headlines
- Adding a tight 5–7 second App Preview video
- Refreshing designs every quarter
A high-converting page can cut your CPI in half.
6. Scale Slowly — Let ASA Tell You What's Working
Never scale a losing keyword. Scale:
- Keywords with high TTR + high CR
- Keywords with strong day 1 retention
- Keywords with low CPT but high ROAS
Apple Search Ads is a retention-first platform. Ignore retention and you will lose money even with cheap installs.
Want an Apple Search Ads setup tailored to your app?
Running ASA on your own is doable — but optimizing it while managing development and product is tough.
At Apptivate, we help founders and growth teams in the US, UK, and Canada with:
- ASA account setup (4-campaign structure)
- Keyword research & bidding strategy
- Store page optimization for higher CR
- Weekly optimization & scaling
- Full performance reporting
If you want smarter, more predictable ASA results, reach out anytime: hello@apptivate.xyz