Here’s a bold statement: Most businesses are missing the mark with Apple Search Ads, and it’s costing them dearly. But why? Viktor Orlov, a seasoned expert in app growth, took the stage at Business of Apps Berlin 2025 to shed light on this very question. Two years prior, he admitted to overloading his audience with theory, but this time, he came prepared with a laser-focused, actionable approach. His core message? Apple Search Ads isn’t a mystery—it’s a system that rewards precision, not guesswork.
But here’s where it gets controversial: While the industry chases the latest trends, Orlov argues that Apple Search Ads remains one of the most powerful acquisition channels in mobile—not because of efficiency or scale, but because of intent. When a user types a keyword in the App Store, they’re already on the brink of a decision. This direct search intent translates to the highest purchase intent across all marketing channels. And this is the part most people miss: stability in this channel isn’t about creativity or automation; it’s about correctness.
However, the platform isn’t without its challenges. Unlike social media channels, Apple Search Ads lacks native post-install integrations and meaningful automation. Everything that matters—from keyword management to bidding—is manual. This is where discipline comes into play. Orlov emphasizes that control isn’t optional; it’s the linchpin of success. Instead of bundling hundreds of keywords into a single ad group, he advocates for single-keyword ad groups. It may seem tedious, but it’s the only way to truly understand the auction dynamics and optimize for relevance.
Here’s a thought-provoking question: What’s your biggest competitor in Apple Search Ads? If you answered other advertisers, think again. Orlov reveals that the real competition is the top organic result. Paid ads don’t exist in a vacuum; they compete directly with organic listings for attention and clicks. Outbidding competitors is secondary to outperforming the best organic alternative for a given query.
Now, let’s talk about IPM (Installs Per Mille Impressions), the unsung hero of Apple Search Ads. While not a headline metric, IPM combines tap-through rate and conversion rate into a single measure of relevance. Apple may not use IPM directly, but it relies on its components to determine who deserves impressions. Cross a certain IPM threshold, and you’ll hit what Orlov calls an ‘invisible wall.’ Below it, campaigns feel constrained; above it, impression allocation accelerates, and CPIs drop.
Custom Product Pages (CPPs) are the secret weapon most teams overlook. Despite Apple allowing up to 70 CPPs per app, many treat them as an afterthought. Yet, CPPs are where relevance becomes tangible. Tailoring messaging, visuals, and onboarding flows to specific keyword intent not only improves conversion but also signals to Apple that your ad is highly relevant. Deep links further amplify this effect by shortening the path to value.
And this is the part most people miss: Pricing in Apple Search Ads isn’t just about competition. For apps with in-app purchases, Apple has near-perfect visibility into revenue, and keyword prices reflect average profitability. If a keyword isn’t profitable for you, it’s because it’s profitable for someone else. Apple Search Ads acts as a performance benchmark, and poor results often stem from misaligned execution, not a flawed system.
Here’s a counterpoint to consider: While tools and platforms have converged, knowledge remains the missing layer. Understanding how the auction works is what separates successful campaigns from the rest. Across fintech, utilities, mobility, and subscriptions, Orlov’s case studies show a consistent pattern: improved relevance leads to lower prices and greater scale. Apple Search Ads isn’t forgiving, but it’s predictable. Teams that master its incentives are rewarded with compounding performance.
Final thought: Apple Search Ads doesn’t reward haste or shortcuts. It rewards teams willing to invest the time to understand its intricacies. The work isn’t glamorous, but it’s honest. And for those willing to put in the effort, that’s its greatest advantage. Do you agree? Or is there a piece of the puzzle we’re all missing? Share your thoughts in the comments.
To dive deeper into Viktor’s insights, watch the full recording here. And if you’re ready to take your Apple Search Ads strategy to the next level, explore Asapty’s all-in-one optimization platform here.
