Apple Search Ads CPPs that boost installs and subscription quality
If every keyword and placement sends users to the same default product page, you lose message match and overpay for taps. We design Custom Product Pages (CPPs) specifically for Apple Search Ads and map them to a clean campaign and ad group structure so each intent gets the right story. You get disciplined testing, measurement stitched to your MMP and SKAdNetwork where needed, and fast iteration using a modular creative system. Our team integrates like in-house, moves faster than typical agency cycles, and works month to month with no ad spend commission.
Turn keywords into the right App Store story
Apple Search Ads CPP design works because it fixes the biggest leak in the funnel: relevance. People searching a brand term, a competitor, or a generic category are asking different questions, yet many apps show them the same screenshots and messaging. We start by segmenting keyword intent into practical clusters, typically brand, competitor, category, feature, and discovery. For each cluster we define the buyer job-to-be-done, the main objection, and the proof required to act. Then we design a dedicated CPP with tailored screenshot order, headline framing, pricing or trial cues where appropriate, and feature hierarchy. Finally we map each CPP to the right campaign and ad group so reporting stays clean. The outcome is better tap-to-install conversion and stronger downstream cohort quality, not just cheaper clicks.
Why this matters now
Account structure that keeps tests clean and scalable
CPPs only drive learning when your Apple Search Ads structure protects the data. We build or refactor the account so you can assign CPPs with discipline and avoid cannibalisation. Practically, that means separating placements (Search Results, Search Tab, Product Pages, Today Tab) into distinct campaigns, and separating discovery from exact match so you do not mix exploration with performance. At the ad group level, we keep one clear intent band and one CPP assignment, supported by match type controls and negative keyword sculpting. Creative Sets are used to organise variants and keep hypotheses isolated. This structure makes it obvious what is working: which keyword cluster plus CPP combination produces efficient installs and, more importantly, valuable subscribers. It also makes budget shifts and scaling decisions safer because you can expand what is proven.
CPP creative built for behaviour, not aesthetics
A high-performing CPP is designed around how people decide in the App Store: fast scanning, rapid comparison, and a strong bias towards proof. We create CPPs with clear above-the-fold impact and a single, readable narrative. For high-intent searches, we prioritise direct value, paywall or pricing transparency where it helps, ratings and review volume, and trust cues to reduce last-mile friction. For generic queries, we lean into education: problem-agitate-solve sequencing, feature priority that matches first-use moments, and simple before-and-after framing. We use modular creative building blocks so you can refresh quickly without reinventing the wheel. Examples include onboarding screenshots, feature-led frames, trial or discount callouts (where compliant), localisation swaps, and use-case sequences for different personas. The outcome is higher relevance, stronger conversion, and fewer wasted taps.
Where this fits
Testing methodology that survives auction volatility
Apple Search Ads performance moves with seasonality, competition, and auction dynamics, so CPP tests must be controlled. We run structured A/B tests (and multivariate only when volume supports it) with fixed budgets, stable bids, and consistent keyword sets per cell. Each variant is tied to a single hypothesis, such as price framing, screenshot order, feature priority, localisation, or promotional hook. We pre-define success metrics and guardrails before launching, and we avoid mid-test changes that contaminate results. When SKAdNetwork postbacks are noisy, we consolidate low-volume pockets and focus experimentation on terms with reliable traffic, so the learning is trustworthy. The outcome is not a gallery of pretty pages, but a repeatable experimental engine that produces decisions you can back, roll out, and compound.
What success looks like
Full-funnel measurement: from tap to LTV and payback
CPP optimisation is only meaningful when you can connect creative decisions to downstream value. We set up reporting that ties Apple Search Ads data (campaign, ad group, Creative Set, CPP) to your MMP and SKAdNetwork signals, so you can evaluate cohorts, not just top-of-funnel metrics. We monitor impressions, taps, tap-through rate, tap-to-install conversion rate, and CPP-level CPT and CPI, then track install-to-purchase, CPA, ARPU, retention and churn curves, and payback period. Where available, we use tROAS and CPA goal frameworks and build feedback loops that shift budget towards CPP and keyword combinations with stronger LTV-to-CAC ratios. You also get a real-time performance dashboard so decisions are not trapped in spreadsheets. The outcome is growth you can scale without guessing.
ASO alignment that improves relevance and efficiency
CPPs perform best when they are consistent with your App Store presence, not fighting it. We align CPP messaging with ASO so the semantic story matches what Apple expects for the query and what the user expects after the tap. That includes ensuring screenshot themes, icon and preview language, and key value props are coherent with metadata and keyword targeting. This consistency can improve relevance signals, reduce effective CPT, and increase impression share on the queries that matter, especially in competitive categories. We also audit how CPPs interact with your default product page so you do not dilute the brand narrative or confuse returning users. The outcome is an acquisition system where ASA and ASO reinforce each other, improving both efficiency and conversion quality across your App Store funnel.
Operational cadence: fast production, governance, and automation
To keep CPP gains compounding, you need speed and control. We operate as an extension of your team, with weekly planning, a prioritised experimentation backlog, and clear release notes for what changed and why. Our creative system supports rapid production of new CPP variants, and we can scale resources up or down as your roadmap changes. We also set practical governance: naming conventions, tracking taxonomies, CPP to ad group mapping rules, and documentation so learnings do not get lost when team members change. Where appropriate, we implement automated rules or scripts to adjust bids and budgets when CPP performance crosses agreed thresholds, while preserving manual review for edge cases. The outcome is a reliable workflow that ships improvements quickly without breaking measurement.