Apple Search Ads for Games: Setup, Costs, Keywords & Strategy

Getting a mobile game onto the App Store is one thing. Getting it in front of players who are ready to download it is another.

App Store Optimisation (ASO) helps your game appear in relevant searches and makes your store listing more appealing. However, organic visibility takes time to build, and competitive game categories can be difficult to rank in. If your game needs more iOS installs, Apple Search Ads can put it in front of people actively searching for games like yours.

Apple brands its advertising platform as Apple Ads, although many developers and marketers still refer to it as Apple Search Ads or ASA. It allows studios to advertise games directly on the App Store, including in search results and other placements.

The challenge is not simply getting more taps. You need to find keywords that attract the right players, set bids that fit your acquisition targets, and understand whether those players stay, engage and spend after installing.

In this guide, I’ll cover how to set up Apple Search Ads for games, choose campaign types, manage keyword bids, estimate advertising costs and measure performance beyond the initial download.

What Are Apple Search Ads for Games?

Apple Search Ads are paid advertisements that promote apps on Apple's App Store. For mobile game developers, they provide a way to reach iPhone and iPad users who are searching for specific games, genres or related experiences.

For example, a player searching for a strategy game might see an advertised strategy title before the organic results. If the game's icon, screenshots, and positioning appeal to them, they can tap through to its App Store product page and install it.

Apple Ads supports four main placements:

• Search Results: Reach users searching for a specific game or genre.
• Search Tab: Appear at the top of suggested apps before users enter a search.
• Today Tab: Promote your game on the App Store's front page.
• Product Pages: Reach users browsing other apps on the App Store.

Search Results is my recommended starting point when the main objective is to acquire players through relevant search queries. It provides keyword targeting and bidding controls that help you assess acquisition costs and identify valuable searches.

The other placements can support awareness, broader reach, and additional acquisition opportunities.

Apple Ads is specifically for the App Store. It is not the same as Google App Campaigns, commonly called Google Universal App Campaigns or Google UAC, which can promote games across Google's advertising inventory. Each platform has different campaign controls, placements and measurement considerations.

See Apple's official guide to App Store advertising placements before deciding which formats fit your campaign.

Why Should Mobile Game Studios Use Apple Search Ads?

The main advantage of Apple Search Ads is the ability to reach users at a point when they are already looking for an app.

That makes it particularly useful for games with a clear genre, recognisable mechanics or an established audience.

Reach players with a clear intent to install

Someone searching for a puzzle game, an idle RPG or a multiplayer strategy game is already expressing an interest in that type of experience.

Targeting relevant searches gives your game an opportunity to reach that person at the right moment. However, search intent alone does not guarantee a high-quality player. Your game still needs to match the user's expectations.

Support organic App Store visibility

Paid acquisition and ASO work towards related goals, but they operate differently.

Apple Search Ads can buy exposure for selected searches. ASO improves your product page and supports organic visibility over time.

Paid campaigns can also provide useful evidence about which search terms attract taps and installs. That information can inform your wider store optimisation strategy.

For a more detailed look at the organic side, read our guide to optimising App Store listings for mobile games.

Test demand before increasing spend

A studio preparing to launch a mobile game may have several assumptions about its audience. To clarify, they might expect players to search for the game's main genre rather than a particular mechanic.

A structured Apple Search Ads campaign can help test those assumptions. By separating keyword themes and measuring their results, you can identify which searches deserve further investment.

This is particularly useful during a soft launch, when the goal is to establish whether acquisition costs and early player behaviour support a wider release.

Reach specific markets

Apple Ads campaigns can target individual App Store countries and regions. This makes it possible to assess performance in markets separately rather than assuming a campaign will perform equally well everywhere.

For a game launching internationally, start with markets where the product is available, the store listing is properly localised and the expected player value supports the acquisition cost.

Apple Search Ads Campaign Types for Mobile Games

Choosing the right campaign type is one of the first decisions to make when setting up ASA.

1. Search Results campaigns

Search Results campaigns show ads in App Store search results when users search for relevant terms.

This is generally the strongest starting point when your objective is to acquire players actively looking for a particular game or genre.

You can target searches relating to:

• Your game's name.
• Genre terms such as puzzle game, RPG or strategy game.
• Gameplay mechanics such as tower defence or city building.
• Relevant competitor titles.
• Specific features or player interests.

Search Results campaigns also support keyword targeting and bidding controls, giving you more control over how your budget is allocated.

2. Search Tab campaigns

Search Tab ads appear at the top of the suggested apps list before someone enters a search query.

Unlike Search Results campaigns, this placement does not depend on targeting individual search keywords. It is better suited to increasing awareness and reaching people as they begin looking for apps.

For example, a studio launching a new mobile RPG could test Search Tab advertising to introduce the game to potential players who are browsing the App Store.

3. Today Tab campaigns

Today Tab ads appear on the App Store's front page. They use a custom product page as the destination and can give a game prominent visibility.

This placement is worth considering when a studio has a wider awareness objective, a significant release or an update that needs additional attention.

However, prominent placement does not automatically mean efficient acquisition. Assess the results against your campaign objective rather than judging success by impressions alone.

4. Product Page campaigns

Product Page ads can appear at the top of the "You Might Also Like" list when users scroll to the bottom of another app's product page.

This gives your game an opportunity to reach people who are already browsing apps, including titles in related categories.

Test this placement as a separate part of your acquisition strategy and assess its results against your campaign objectives.

My recommendation: Start by establishing a clear Search Results strategy if your main objective is measurable iOS player acquisition. Test additional placements when you have a specific reason to expand reach and enough budget to assess their contribution separately.

Apple's official campaign creation guide explains the setup requirements.

How to Set Up Apple Search Ads for a Mobile Game

A good first campaign starts with a clear acquisition target, a suitable store listing and a manageable structure. There is little value in spending money before you know what success should look like.

Step 1: Define your acquisition goal

Decide what the campaign needs to achieve before choosing keywords or bids.

Possible objectives include:

• Increasing first-time installs.
• Acquiring players in a new country.
• Testing demand before a wider launch.
• Reducing the cost of acquiring valuable players.
• Growing revenue from paid-acquired users.

For a free-to-play game, installs are only the starting point. You should also consider retention, in-app purchases, advertising revenue and player lifetime value.

For a premium mobile game, the calculation may be more straightforward because revenue comes from the purchase itself, although refunds, platform fees and other costs still matter.

Step 2: Check your App Store listing

Your ad sends users to a product page. If that page fails to communicate what makes the game worth playing, your campaign may generate taps without enough installs.

Before launching, review:

• The app icon and how clearly it represents the game.
• The title and subtitle.
• Screenshots that show actual gameplay.
• The opening seconds of the app preview video, if available.
• Ratings and reviews.
• Localised store assets for each target market.
• The consistency between your keywords, ad and product page.

A strategy game should not attract players through a generic fantasy keyword if its actual gameplay is primarily a city-building simulator. A mismatch can result in poor conversion and weaker player quality.

Step 3: Create your campaign and choose your market

Sign in to your Apple Ads account and create a Search Results campaign.

Choose the game you want to promote and select the country or region where it is available. Set a daily budget that fits your testing plan.

For an initial test, I would generally separate major markets when their budgets, languages, competition or expected player value differ significantly. Combining several markets can make reporting easier, but it can also hide differences in performance.

Give campaigns clear names so you can identify their purpose quickly. For example:

• iOS_US_Brand
• iOS_US_Category
• iOS_US_Competitor
• iOS_US_Discovery

How Apple Ads daily budgets work: Your daily budget represents the average amount allocated to a campaign per day over a month. Spend can exceed that amount on individual days, but monthly spend will not exceed the daily budget multiplied by 30.4.

For example, a $50 daily budget allows up to $1,520 in monthly spend. Factor this into your testing plan rather than assuming the daily budget is a strict daily spending cap.

See Apple's daily budget guidance for the full rules.

Step 4: Organise your ad groups

Ad groups let you organise keyword targeting, bids, audience settings and ad variations within a campaign.

Keep each ad group focused on a specific theme. For example, an RPG could have separate groups for fantasy RPG searches, turn-based RPG searches, and character-collection gameplay.

This makes it easier to identify which themes generate efficient acquisition and adjust bids without affecting unrelated keywords.

Step 5: Choose your bidding approach

Apple Ads offers two main approaches for Search Results campaigns: Manage Bids and Maximise Conversions.

Manage Bids gives you direct control over keyword targeting and maximum cost-per-tap bids. It is useful when you want to separate keyword themes, review search terms and manage bids individually.

Maximise Conversions automates search matching using Search Match to help prioritise searches likely to result in installs. It reduces the need to manage every keyword manually, but you should still monitor spend, conversion results and the quality of acquired players. Automated bidding does not guarantee a profitable CPI.

The right option depends on your available data, budget and ability to manage the campaign. Neither approach removes the need to evaluate player quality and acquisition economics.

Step 6: Launch with a controlled test

Avoid spreading a limited budget across too many campaigns, markets and keywords from the beginning.

Start with a manageable set of keyword themes, check that tracking is working and allow enough time to collect meaningful data. Review results regularly, but do not change every bid after a handful of taps.

Your first campaign should help answer specific questions: which searches attract relevant users, which keywords convert and whether the resulting acquisition costs are sustainable.

Apple Search Ads Campaign Structure for Games: A Practical Example

A clear campaign structure makes it easier to see which searches generate installs, control spend and move successful keywords into campaigns with tighter targeting.

For a mobile strategy game launching in the US, I would start with the following structure. The exact setup will depend on the game, available budget and acquisition goals.

Keep the discovery campaign separate from your core campaigns so you can assess new search terms without losing sight of established acquisition results.

How to move from discovery to controlled targeting

Review the Search Terms report to identify queries that generate relevant traffic and installs. When a query shows promising results, add it as an exact-match keyword to the appropriate brand, category or competitor campaign.

You can then add the same term as an exact-match negative keyword in the discovery campaign to reduce overlap between your discovery and core campaigns.

Do not promote a keyword simply because it generated one install. Consider spend, conversion rate, the relevance of the search and post-install player quality before increasing investment.

This structure also makes it easier to set different budgets for markets where acquisition costs and player value vary significantly.

Apple's campaign structure recommendations explain how brand, category, competitor and discovery campaigns work together.

How to Choose Apple Search Ads Keywords for Mobile Games

Keyword selection is one of the most important parts of Apple Search Ads optimisation. Broad terms may provide reach, while more specific searches can help you target players with a clearer interest in your game's mechanics.

I recommend dividing keywords into four groups.

Brand keywords

These include your game's name and relevant brand variations.

Brand campaigns can help capture searches from people who already know the title. They can also help you measure branded search demand separately from generic acquisition.

Do not assume every branded install is incremental. Some users may have found your game organically anyway, so evaluate the campaign in the context of your wider acquisition activity.

Generic and genre keywords

These describe the type of game or experience.

Examples include:

• Strategy games.
• Puzzle games.
• Idle RPG.
• Tower defence games.
• Multiplayer games.
• City-building games.

The strongest keywords depend on the actual gameplay, target audience and language used by players in each market.

Do not target every term associated with your genre. Prioritise searches that accurately describe the experience you offer.

Competitor keywords

These target searches associated with similar games.

For example, a studio developing a strategy game may test relevant searches associated with other titles in the same category.

Competitor terms can be expensive and may attract users who are already loyal to another game. Test them separately, monitor conversion and avoid allocating too much budget until you have evidence that the acquisition cost makes sense.

Discovery keywords

Discovery campaigns help identify searches you may not have considered.

In a Manage Bids campaign, you can use broad match keywords and Search Match to find additional relevant queries. Review the Search Terms report to see what actually triggered your ads.

Move promising search terms into more controlled campaigns when appropriate. Add negative keywords for irrelevant traffic.

For example, a premium strategy game may need to exclude searches that strongly indicate a free game or an unrelated gameplay format, depending on the product and campaign objective.

Apple explains the differences between broad and exact keyword match types in its official documentation.

Apple Search Ads keyword examples by game genre

The best keywords depend on your game's mechanics and the language your audience uses. Start with terms that accurately describe the experience, then use campaign data to identify which searches are worth pursuing.

Treat these as starting ideas, not a list to add blindly to your account. Check relevance, market language and actual search-term performance before assigning significant budget.

For example, a base-building strategy game may be relevant to a broad strategy search, but it should not automatically target every term associated with war games or real-time strategy. The gameplay needs to match the user's expectation.

Also distinguish between keywords that describe your game and searches for specific competing titles. Keep competitor targeting separate so you can assess its costs and results independently.

Broad Match vs Exact Match in Apple Search Ads

Apple Ads offers two keyword match types for Search Results campaigns.

Broad match is useful for identifying new opportunities. Exact match is useful when you already know which searches are relevant and want tighter control over targeting.

Exact match can still include close variants, such as spelling variations or similar word arrangements. It does not always mean a character-for-character match.

How I would structure keywords

For a new mobile game, I would use a discovery campaign to gather search-term data, then build more controlled campaigns around brand, category and competitor terms.

Keep the broad-match ad group and Search Match ad group separate. Broad match uses the keywords you provide to find relevant variations, while Search Match automatically matches your ad to relevant App Store searches.

This structure separates exploration from the keywords you already know are worth targeting. It also makes reporting easier. If discovery traffic performs poorly, you can adjust it without disrupting the strongest keywords in your core campaigns.

Apple Search Ads Costs for Games: CPT, CPI and Budget Planning

Apple Search Ads does not have one fixed price for every game. Costs depend on the country, competition, keyword, campaign type, bid strategy and other factors.

The most useful starting metric is cost per tap (CPT), which measures how much you pay for each ad tap.

You should also monitor:

• Tap-through rate (TTR): The proportion of impressions that result in taps.
• Conversion rate: The proportion of taps that result in installs, using a clearly defined attribution method.
• Cost per install (CPI): Advertising spend divided by attributed installs.
• Retention: The proportion of acquired players who return after installing.
• Return on ad spend (ROAS): Attributed revenue divided by advertising spend.
• Lifetime value (LTV): The estimated revenue generated by a player over their time in the game.

Apple Search Ads CPT and CPI benchmarks for games

Apple Search Ads costs vary by market, keyword competition, campaign type and how well your game converts taps into installs. Industry benchmarks provide a useful reference, but your own acquisition targets should determine how much you are willing to pay.

AppTweak's 2026 Apple Ads benchmark report analysed US campaigns tracked during 2025. Its Games category and campaign-type data provide the following reference points for Search Results campaigns.

Source: AppTweak, Apple Ads Benchmarks 2026. The report's US category and campaign-type figures are based on approximately 2,800 advertisers running campaigns during 2025. These are historical medians, not guaranteed prices or recommended bids.

The differences between campaign types matter. Competitor campaigns had a higher median CPT than discovery campaigns, but a cheaper tap does not necessarily mean a cheaper or more valuable install. Conversion rate and post-install behaviour determine whether the traffic is worth buying.

Use these figures to frame your initial research, then compare your results with your own game, target country, monetisation model and player lifetime value. A campaign should not be scaled simply because its CPT is below the industry median.

How to calculate an acceptable CPT

Start with the amount you can afford to spend to acquire a player, then work backwards from your expected conversion rate.

For example, suppose your target CPI is $4 and 25% of ad taps result in installs.

The maximum average CPT consistent with that target is:

Target CPT = Target CPI × Tap-to-install conversion rate

$4 × 25% = $1 per tap

If your average CPT rises to $1.50 while the conversion rate stays at 25%, the implied CPI becomes $6.

This calculation is useful because it connects bidding decisions to the actual cost of acquiring players.

However, an acceptable CPI is not necessarily a profitable CPI. If your game earns revenue through in-app purchases or advertising, you also need to consider retention and lifetime value.

Set your budget around player value

Before increasing spend, estimate how much revenue an acquired player generates over a suitable period.

For a free-to-play game, that might include in-app purchases and advertising revenue. For a premium game, it may start with net revenue from the initial purchase.

Compare that value with CPI, taking account of platform fees, other variable costs and the time it takes to recover acquisition spend.

If your game has strong D7 retention but weak early revenue, you may need a longer measurement window before judging profitability. If players leave after their first session, increasing spend is unlikely to fix the underlying problem.

Custom Product Pages and Ad Variations for Game Campaigns

Keywords help you reach relevant searches, but the creative shown to those users also needs to match what they want from a game.

Apple Ads lets you create Search Results ad variations using custom product pages set up in App Store Connect. These pages can use different screenshots, app previews and promotional text to highlight particular features or content.

For a mobile game, that gives you a way to align the store experience with specific keyword themes.

For example:

• Strategy keywords: Show base building, tactical combat or multiplayer features that match the searches you target.
• RPG keywords: Highlight character progression, combat systems or character collection if those features define your game.
• Seasonal campaigns: Use relevant screenshots and promotional messaging to support a seasonal event or major content update.

The aim is to make the ad and the product page feel consistent. If someone searches for a strategy game, the screenshots should help them understand the strategic gameplay rather than presenting unrelated features.

Where supported, a custom product page can also use a deep link to direct users to a relevant location in the game. This requires suitable implementation and compatibility, so confirm the technical requirements before relying on it.

How to test ad variations

Start with one clear hypothesis. For example, you might expect screenshots showing tactical combat to convert strategy-related searches more effectively than screenshots focused on character collection.

Create an appropriate custom product page, connect it to the relevant ad group and compare the available performance data. Review impressions, taps, CPT, installs and conversion rate together.

Do not assume a higher tap-through rate means a better campaign. The stronger variation is the one that attracts relevant players and supports your acquisition goals.

Apple's guide to creating ad variations explains the setup process and available options.

Apple Search Ads and ASO: How to Use Them Together

Apple Search Ads and ASO should be managed together, but they should not be treated as interchangeable.

Paid ads can give your game exposure for selected search terms. ASO improves how your game appears in organic search and how effectively its product page converts visitors.

There are three practical ways to connect them.

Use paid search data to inform ASO

Review the terms that generate relevant taps and installs. Look for patterns in how players describe your game's genre, mechanics and features.

Use that information to assess whether your product page communicates the same experience clearly.

Do not copy every paid keyword into your metadata. Only use terms that accurately describe the game and fit Apple's metadata rules.

Test the store page, not just the bid

If a keyword generates plenty of taps but few installs, the problem may not be the bid.

The search term could attract the wrong audience, or the product page may not communicate the value of the game effectively.

Review the relationship between search intent, creative assets and install conversion before deciding to increase bids or pause a keyword.

Measure paid and organic performance separately

An increase in total installs does not prove that an advertising campaign has generated the same number of incremental installs.

Track attributed paid installs and organic performance separately where your reporting supports it. Consider whether branded advertising is capturing existing demand or bringing in players who would otherwise not have installed.

This gives you a clearer view of the campaign's contribution to growth.

How to Measure Apple Search Ads Performance for Mobile Games

Installs are an important acquisition metric, but they do not tell you whether your game is acquiring the right players.

For a free-to-play title, I would assess performance across four stages.

1. Acquisition

Track impressions, taps, TTR, spend, installs, CPI and keyword-level results. This shows whether the campaign is reaching users and converting their interest into downloads.

2. Early engagement

Review tutorial completion, first-session behaviour and early retention. A campaign that brings in players who never get past the tutorial may be attracting the wrong audience or exposing weaknesses in the onboarding experience.

3. Monetisation

Measure in-app purchases, advertising revenue and other relevant revenue events. Compare player cohorts over time rather than relying on immediate revenue alone.

4. Profitability and scale

Compare cohort value with acquisition costs. Increase spend only when the evidence suggests that additional acquisition can meet your business targets.

Two useful formulas are:

CPI = Total advertising spend ÷ Attributed installs

ROAS = Attributed revenue ÷ Advertising spend × 100

For example, if you spend $1,000 and attribute $1,500 in revenue to the campaign, ROAS is 150%. That does not automatically mean the campaign is profitable, because you still need to account for other costs and the measurement period.

Attribution also matters. Apple's reporting and privacy frameworks affect the data available to advertisers. Apple's ad attribution documentation explains how attribution works and why measurement needs to account for privacy limitations.

Make sure your team understands which reporting source is being used, what counts as an install and how post-install events are attributed. Differences between reporting systems can otherwise lead to incorrect conclusions.

How to Optimise Apple Search Ads Campaigns: A Weekly Checklist

Apple Search Ads optimisation should follow a consistent routine. The aim is to identify wasted spend, improve keyword quality and scale campaigns only when the results support it.

These are suggested review intervals, not fixed rules. A new campaign or a small testing budget may need a different approach from an established account with consistent volume.

Before pausing a keyword, consider how much it has spent, how many taps and installs it has generated, and whether the traffic is relevant. A handful of taps is rarely enough to establish a reliable performance pattern.

Use Search Terms data to find new keyword opportunities and remove irrelevant traffic. When a term shows promising acquisition results, move it into the appropriate campaign and assess its post-install performance before scaling.

Most importantly, evaluate performance against your target CPI and player value, not just against the previous week's numbers.

Common Apple Search Ads Mistakes Mobile Game Studios Should Avoid

1. Targeting too many keywords at launch

A large keyword list can look comprehensive, but it makes it harder to understand where the budget is going.

Start with a focused set of relevant searches, then expand based on actual results.

2. Treating every install as equally valuable

A low CPI looks attractive, but it means little if the acquired players do not return or generate revenue.

Use retention and monetisation data to establish whether the campaign is bringing in the right audience.

3. Ignoring Search Terms data

Broad match and Search Match can surface searches you did not anticipate. If you never review them, you may continue paying for irrelevant traffic.

Check search terms regularly, add suitable negative keywords and move proven terms into more controlled campaigns.

4. Running ads before fixing the store listing

A weak icon, unclear screenshots or a mismatch between the ad's promise and the actual game can reduce conversion.

Improve the product page before increasing traffic. Paid acquisition cannot compensate for every weakness in the store experience.

5. Using the same strategy in every country

Different markets have different levels of competition, search behaviour and player value.

Separate markets where necessary, localise the store page properly and assess performance against market-specific targets.

6. Changing bids too frequently

Making large bid adjustments after a small number of taps can lead to decisions based on limited evidence.

Set clear evaluation rules and give campaigns enough time to collect meaningful data, while still monitoring spend to prevent waste.

7. Confusing Apple Search Ads with Google UAC

Apple Ads and Google App Campaigns have different placements, campaign controls and measurement considerations.

Do not copy a Google UAC setup directly into Apple Ads. Build a strategy that reflects the platform's targeting options and the behaviour of App Store users.

Apple Search Ads for Indie Games: A Practical Approach

Apple Search Ads can work for indie mobile games, but the budget needs to reflect the game's audience, monetisation model, and expected player value.

Start with one or two markets, a focused list of relevant keywords and a daily budget you can afford to test. Use discovery campaigns to identify promising searches, then move proven terms into more controlled campaigns.

Before increasing spend, check CPI alongside retention and early monetisation. If the game cannot support the acquisition cost, more installs will not solve the problem.

There is no universal starter budget. A useful testing budget depends on the expected CPT, conversion rate, number of keyword themes and how much evidence you need before making a decision.

For a small studio, the priority should be collecting useful data rather than spreading a limited budget across every possible keyword and market.

When Should You Hire an Apple Search Ads Agency?

Running Apple Search Ads in-house can work well when you have a clear acquisition target, a suitable store listing, reliable measurement and someone who can manage the campaigns consistently.

An agency becomes more useful when you need help with:

• Building a campaign structure around your game's genre and audience.
• Identifying relevant keywords and managing bids.
• Testing acquisition across multiple countries.
• Connecting ASA performance with ASO and wider user acquisition.
• Evaluating retention, CPI and ROAS before scaling.
• Identifying where budget is being wasted and prioritising the next tests.

The decision should come down to the complexity of your campaigns, the experience available internally and the value of improving acquisition efficiency.

At The Game Marketer, our video game paid media service supports studios and publishers with paid acquisition strategy across gaming campaigns. The right channel mix depends on your game's genre, audience, launch stage and commercial targets.

We also provide paid media ad strategy to help studios plan their audience targeting, channel mix and budget allocation before scaling.

Our wider paid media work includes campaigns across multiple platforms and game categories. You can see examples of this work on our paid media service page. These examples demonstrate broader gaming campaign experience, rather than Apple Search Ads-specific performance benchmarks.

If you are planning an iOS launch or struggling to make paid acquisition profitable, speak to our team about a strategy built around your game, audience and commercial targets.

Frequently Asked Questions About Apple Search Ads for Games

What are Apple Search Ads for games?

Apple Search Ads, now branded Apple Ads, allow mobile game developers to advertise their games on the App Store. Studios can use placements such as Search Results, Search Tab, Today Tab and Product Pages to increase visibility and acquire iOS players. Search Results campaigns are particularly useful for targeting relevant search terms and measuring acquisition performance.

How much do Apple Search Ads cost for mobile games?

Costs vary by country, competition, keyword and campaign type. AppTweak reported a median US Games CPT of $2.03 and a median CPI of $4.63 for Search Results campaigns based on 2025 data. These are reference figures, not guaranteed prices. Your target should depend on conversion rate, retention and player lifetime value.

Are Apple Search Ads worth it for indie mobile games?

They can be, provided the game has a clear audience, a suitable App Store listing and realistic acquisition targets. Indie studios should start with a controlled budget, prioritise relevant searches and measure retention alongside CPI. High competition or low player lifetime value can make paid acquisition difficult to scale, even when the campaign generates installs.

What is the difference between Apple Search Ads and Google UAC?

Apple Ads promotes apps through placements on the Apple App Store, with campaign options that include search results and other App Store locations. Google App Campaigns promote apps across Google's advertising inventory, including Search, YouTube and other eligible placements. Each platform needs its own campaign structure, targeting approach and measurement plan.

Do Apple Search Ads improve organic App Store rankings?

Paid exposure and organic App Store visibility are different. Apple Search Ads can generate paid impressions, taps and installs, while ASO focuses on organic visibility and product-page conversion. Paid search data can inform your ASO strategy, but you should not assume that running ads automatically improves organic rankings.

What is a good CPI for a mobile game?

There is no universal target CPI for mobile games. An acceptable cost depends on the genre, country, monetisation model, retention and player lifetime value. A free-to-play RPG with strong long-term revenue may support a different acquisition cost from a casual game with limited monetisation. Calculate your target using player value, not industry averages alone.

Should I use broad match or exact match in Apple Search Ads?

Use broad match and Search Match to identify relevant search terms, then assess which queries generate installs and valuable players. Exact match provides tighter control over established keywords. A combination of discovery and more controlled campaigns often makes it easier to balance reach with acquisition efficiency.

How do I measure whether Apple Search Ads are profitable?

Track spend, attributed installs, CPI, retention, revenue and ROAS. For free-to-play games, compare player cohort revenue with acquisition costs over an appropriate period. Account for attribution limitations and differences between reporting sources. A campaign is commercially successful when the value of acquired players supports your growth targets, not simply when it generates a high number of installs.

Can I run Apple Search Ads in multiple countries?

Yes. Apple Ads supports targeting individual App Store countries and regions, subject to app availability and applicable requirements. Separate campaigns or budgets where market performance, language, competition or player value differ. Localise the store listing and assess results independently before increasing spend in each market.

Final Thoughts

Apple Search Ads can be an effective acquisition channel for mobile games, but profitable campaigns require more than selecting keywords and setting bids.

Start with a clear acquisition target, build a focused campaign structure and make sure your App Store listing matches the searches you want to attract. Review search terms, control spend and measure the quality of acquired players over time.

Most importantly, connect Apple Search Ads with your ASO and wider user acquisition strategy. The objective is not simply to buy more installs. It is to bring the right players into your game at a cost your business can sustain.

If you need support with campaign planning, mobile user acquisition or paid media strategy, speak to The Game Marketer about your campaign goals.