Fecha: 26 de May de 2026 Noelia Leiro
Before we get started: if you haven’t yet watched our previous video on how to properly set up your Apple Search Ads account, watch it first.
Many errors start with an incorrect initial setup and then campaigns don’t even start.
In this video I show you step by step how to avoid basic mistakes such as choosing the wrong currency, not linking App Store Connect properly or having problems with billing.
Here it is → How to set up your Apple Search Ads account correctly.
Apple Search Ads is Apple’s official advertising platform for promoting apps within the App Store. Unlike other advertising channels, here your ads appear just when a user is searching for an app like yours. In other words: pure download intent.
This tool allows you to:
- Appear in the first search results within App Store
- Segment by country, age, device and user type
- Measure conversions and cost-per-acquisition (CPA) in real time
If you want to go even deeper, you can check out our article on what is Apple Search Ads and how to take advantage of it.
Would you prefer to watch the step-by-step video? Here is the complete guide on our YouTube channel with real examples and practical tips.
Preparations before creating your campaign
Before you set up your first campaign, make sure you have:
- Your app published in App Store
- Apple Ads account linked to App Store Connect
- Active payment method
- Defined budget (from 10€ per day you can start)
TipIncorrect configuration can cause your campaigns to not even start. Check everything before launching.
Step by Step to Create your Apple Search Ads Campaign
Step 1 – Login and create your campaign
Log in to your Apple Search Ads account and select “Create campaign”. Choose the “Search” placement, as this is the space where most conversions are generated: users are actively searching for an app like yours. This type of intent converts better than passive advertising.
If this is your first campaign, select only one app to maintain focus and familiarize yourself with the options. As you gain experience, you will be able to diversify locations and strategies.
Step 2 – Budget and date configuration
Define your daily budget. Although you can start from 5€, we recommend starting with at least 10-15€/day to get representative data. Also define the duration: you can create continuous campaigns or campaigns with an end date.
Give it a clear and useful name for easy identification. For example: “ES-Fitness-Q3-Search”.
This detail helps a lot when you have several campaigns active simultaneously.
Step 3 – Creation of ad groups
This is where you organize your campaign into thematic blocks. Do not mix different audiences or interests in the same group.
Example:
- “Exercise at home”.
- “Weight loss routines.”
- “Fitness for women”.
Each group should have its own set of keywords, creatives and specific bids. This way, you will be able to see which one is performing better and make precise adjustments.
And if you want to increase the performance of each group, don’t miss our guide on how to create custom product pages on App Store.
Step 4 – Choosing keywords
This is one of the most critical decisions. Keywords define who your ad will be shown to.
Types:
- Broad matchgenerates more traffic but can be inaccurate.
- Exact matchfocused, less volume but better quality.
- Search Match: Apple chooses automatically, useful as a complement.
Agency tip: combine exact match with Search Match and use negative keywords to filter out irrelevant traffic. For example, if your app is about nutrition for adults, add “children”, “infant”, etc. as negatives.
You can use your ASO analysis as a basis for choosing powerful keywords, as often the terms that perform best in organic also perform well in paid campaigns.
Step 5 – Audience segmentation
Targeting allows you to decide who sees your ads. You can filter by:
- Device: iPhone or iPad
- Age and gender
- Geographical location
- User status: new, returning or both
For example, if you know that iPhone 13 users have a better conversion rate, you can target your ads only to that segment. Or if your app has better retention among 25-34 year old women, focus your budget there to maximize results.
Measurement and Optimization of your Campaign
A campaign without analytics is like driving with your eyes closed. Some essential metrics:
- CPA (Cost per acquisition): how much you pay for each user who downloads
- CTR (Click Through Rate): percentage of people who see the ad and click on it
- Conversion rate: how many of those who download end up buying or actively using the app
Review your campaigns at least once a week. Adjust CPC, pause underperforming keywords and duplicate those that are working. Do A/B tests with different creatives, descriptions and titles.
If you want to improve your income even more, we recommend you to read this practical guide to integrate ChatGPT in your apps..
Conclusion: What’s next after creating your Apple Search Ads campaign?
The best Apple Search Ads campaigns are not the ones with the biggest budgets, but the ones that:
- They are well segmented
- They have clear objectives
- Combine ASO + ASA
- Constantly optimized
By implementing these steps, you can attract quality users and transform your downloads into real revenue.
✅ If you have already followed all these steps, your account and your campaigns are ready to start engaging users with real download intent.
The next step is to maintain a routine of analysis and optimization. Adjusting keywords, improving creatives and reviewing audiences every week is what makes the difference between an average campaign and a highly profitable one.
► If you have not yet watched the previous video on how to properly set up your account, start there: Watch video
And if you want us to help you directly to launch and scale your campaigns, write to us at contacto@actualizatec.com.
At Actualízatec we have been working for more than 16 years and 550 apps, helping businesses like yours to make informed, strategic and profitable decisions. We know that success is not only in the tool, but in how you implement it and how you make it evolve.
Also, if you want to become an expert in apps and digital marketing, join our online program. Learn from the best and take your projects to the next level.