What is Apple Search Ads, and why is it now called Apple Ads?
It is like paying a bookshop to place your book on the table by the door, right where people walk in asking for that kind of book.
First, the name change
For years, Apple's App Store ad product was called Apple Search Ads. In April 2025 Apple renamed it Apple Ads. The new name covers all of Apple's ad products, not just search. The App Store ads work the same way, and your account and campaigns carried over.
You will still see "Apple Search Ads" or "ASA" in older guides and job posts. They mean the same thing. On this page we use both names.
What it does, in simple words
When someone opens the App Store and types "habit tracker", Apple can show a paid result for a habit tracker app above or among the normal results. The ad looks like a normal App Store listing with a small "Ad" label. One tap takes the person to your app's page, where they can download it.
Because the ad lives inside the store, the person is already in "I want an app" mode. That is the main reason many iOS apps get some of their best users here.
Where Apple Ads can show your app
According to Apple's own Apple Ads page, there are four App Store placements:
- Search results. Ads tied to what people type. This is the classic Search Ads spot.
- Search tab. An ad at the top of the Search tab, before people type anything.
- Today tab. A large spot on the App Store's front page.
- Product pages. Ads shown at the bottom of other apps' pages, in a "You might also like" style list.
Big change for 2026: Apple told developers that search results would show more than one ad. Starting in March 2026, ads can appear lower in the results, not only in the single top slot. You do not pick the exact position, and the extra slots need a recent iOS version.
How you pay
For search results, Apple uses cost per tap (CPT). You set the most you are willing to pay when someone taps your ad. You are not charged just because the ad was shown. Like Google, it is an auction, so popular keywords cost more.
There are two ways to run it. Basic is the simple mode: you set a monthly budget and Apple does most of the work. Advanced gives full control over keywords, audiences, placements and bids. Most serious advertisers use Advanced.
What it is good for
- Protecting your brand name. If a rival bids on your app's name, you can bid too, so searchers find you first.
- High-intent category words. Words like "invoice app" bring people who already know what they want.
- Clean measurement on iPhone. Apple can report results through its own attribution system without the user tracking prompt, so the numbers are steadier than many other iOS channels.
When it may not fit
- Android-only apps. Apple Ads only promotes apps in Apple's App Store.
- New ideas with no search demand. If nobody searches for your kind of app yet, there is little to bid on.
- A weak App Store page. Ads bring people to your page. If the screenshots are confusing, they leave. Fix your App Store Optimization first.
Apple Ads vs Google App campaigns
| Apple Ads | Google App campaigns | |
|---|---|---|
| Platform | Apple App Store only | Google Play and App Store apps, across Google |
| Main signal | Keywords people type in the App Store | Google's machine learning across many places |
| Control | High in Advanced mode | Low; Google chooses placements |
| Pricing on search | Cost per tap | Set budget and target cost per result |
| Best for | iOS apps with clear search demand | Android reach and big scale |
Read the Google Ads guide for the other side of this table.
Cost and timeline
You can start with a small daily budget and raise it as keywords prove themselves. Prices depend on country and category: finance and dating keywords are usually expensive, niche tools often cheaper. A sensible first month is about finding which keywords bring users who stay. To measure that properly, your app needs Apple's attribution set up; see AdAttributionKit.
How Appryze uses Apple Ads
Our founder has run Apple Search Ads for consumer and fintech apps as part of 12+ years in user acquisition. We usually split campaigns into brand, category and competitor keywords so each gets its own budget, and we report weekly in writing. The account stays yours. Learn more on our app marketing page.
Common questions
Is Apple Search Ads still available?
Yes, but under a new name. Apple renamed Apple Search Ads to Apple Ads in April 2025. App Store ads in search results, the Search tab, the Today tab and product pages are all part of Apple Ads now, and existing accounts carried over.
Do I pay every time my Apple ad is shown?
Not for search results ads. Those use cost-per-tap pricing, so you pay only when someone taps the ad. You set the maximum you are willing to pay per tap, and the auction decides the actual price.
Can I advertise an Android app on Apple Ads?
No. Apple Ads only promotes apps that are available on Apple's App Store, for iPhone and iPad users. For Android apps, the main options are Google App campaigns, Meta, TikTok and other ad networks.
What is the difference between Apple Ads Basic and Advanced?
Basic is a simple mode where you set a monthly budget and Apple handles keywords and bids. Advanced lets you choose keywords, audiences and placements yourself and control bids. Advanced takes more work but gives far more control.
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