Apple Search Ads: promoting iOS applications through ASA

Prepared a case study on the launch and analysis of advertising campaigns in Apple Search Ads for three iOS applications in different niches: productivity, iOS customization, and fitness.

The work demonstrates how through the correct connection of search intent, keyword strategy, GEO, monetization, and CPA control, advertising can be made profitable.

What was included in the work:

— niche and competitive environment analysis;
— keyword selection for Apple Search Ads;
— campaign launches in ASA;
— working with competitor keywords;
— testing Exact Match queries;
— performance analysis by CPA, ROAS, ROI;
— evaluation of advertising campaign profitability;
— identification of key factors that influenced profitability.

The case examines 3 projects:

1. Tasks: Smart To-Do List
An application in the productivity niche. The main strategy was to launch ads on competitor keywords: Todoist, Things 3, TickTick. Thanks to a simpler product model and cheaper Lifetime access, the advertising became profitable.

Result:
— advertising expenses: $4,300;
— revenue: $11,200;
— net profit: ≈ $5,220;
— net ROAS: ≈ 260%.

2. Widgy
An application for customizing iOS widgets. Campaigns were launched at the time of the iOS 14 release, when demand for widgets sharply increased, and competition in ASA was still low.

Result:
— starting budget: $30/day;
— CPA: $0.12–$0.18;
— the application began generating thousands of dollars monthly;
— ASA was used as a constant channel to maintain positions in the Top-3 category.

3. Lift — Workout Log
A fitness application for keeping a workout diary. The main strategy was to abandon the expensive US market, localize for Tier-1 Europe, and launch Exact Match campaigns in Germany, France, and Sweden.

Result:
— monthly ASA budget: €1,200;
— CPA: €1.40;
— conversion to purchase: 6–7%;
— revenue for the first month: ≈ €2,100;
— ROI: ≈ 75%.

The main conclusion of the case:

Apple Search Ads works effectively when advertising is launched not just for installations, but for specific search intent, correct keywords, strong monetization, and real profitability.

The formula for a profitable launch:

search intent → keyword strategy → product page conversion → install → purchase / subscription → ROI