How to choose an Apple Ads agency

The right Apple Ads agency will manage bids, keywords, and structure against downstream metrics - not just taps and installs - and will pair paid search with a product page built to convert. The ASO Project is an Official Apple Partner and a full-service ASO agency that manages Apple Ads and App Store Optimization as one program, using our in-house Search Ads Manager platform. Management starts as low as 2.5% of monthly ad spend; the agreed rate depends on scope and spend.

What to look for in an Apple Ads agency

Apple Ads looks simple from the outside and gets expensive when it is run like a generic paid-search account. When you evaluate agencies, look for more than a promise to “scale spend.”

A strong Apple Ads partner should provide:

• Account structure and keyword strategy that fits your app, including match types, negatives, and harvesting - not only a brand / generic / competitor / discovery template.
• Optimization to MMP events and downstream KPIs (retention, ROAS, specific in-app actions), not CPT or CPI alone.
• Creative alignment, especially Custom Product Pages, so the listing after the tap matches the query that earned it.
• A real Apple Ads toolkit, not only manual changes in the Apple Ads UI.
• A connection to organic ASO, because the keywords that convert in paid search should inform your product-page metadata, and a higher-converting page should lower paid acquisition costs.

We are an Official Apple Partner, for Apple Ads and Custom Product Page work. If you are comparing firms, use that checklist on all of them - including us.

Why Apple Ads and ASO belong on the same team

Paid and organic search in the App Store share real estate, keywords, and the same product page. When two separate vendors own them, the usual failure is simple: ads send traffic to a listing that was not built for those queries, and organic teams never see which paid terms actually convert.

Our model is the opposite. One team handles Apple Ads and App Store Optimization. That is how we:

• Climb for the keywords that actually convert, not only the ones with volume
• Improve conversion rate for both paid and organic visitors
• Reduce wasted spend with negatives, tighter match types, and better pages
• Give you reporting that connects spend, CPA, and MMP performance without a spreadsheet exercise

If you only need ads, we can run ads. If you want the full effect, add ASO to the same plan.

What Apple Ads management includes

When we manage an account, the work covers:

• Account structure
• Keyword research and harvesting
• Match type and negative keyword strategy
• Bid and budget management
• Custom Product Page alignment
• Audience and placement testing
• Ongoing reporting tied to your downstream KPIs - not just taps and installs

We also develop campaign themes based on your app, rather than stopping at a generic 101-level structure. Dedicated team members run the account, with a senior strategist involved, and we integrate with your MMP so optimizations can target in-app events. If you do not use an MMP, ask us about custom integrations using the Apple Attribution API.

Powered by Search Ads Manager (SAM)

Every Apple Ads client gets access to Search Ads Manager, our in-house platform built on Apple’s API. SAM exists because the standard interface is not enough when you need speed, automation, and clearer analytics.

SAM includes:

• Bulk campaign and ad group actions, including bid and status changes
• AI-powered automations and scheduling tied to your goals or MMP performance
• Keyword research, harvesting, and campaign-specific recommendations
• Improved charting and navigation so the important KPIs are actually visible
• Automated reporting, delivered daily or weekly to email or Slack, covering spend, CPA, MMP ROI, and more
• Bid and budget recommendations

This is the same platform described on our Search Ads Manager and Apple Ads pages. The service is backed by technology built for this channel and specialists who can align the product page with the campaign.

Pricing that scales with spend - and no long-term lock-in

Apple Ads management starts as low as 2.5% of monthly ad spend. Final fees depend on scope and spend, so request a quote rather than assuming every account qualifies for the starting rate. There is no minimum ad spend and no long-term contract; work begins with a three-month agreement and continues month-to-month. The agency calculator uses a standard 5% rate, with the first $5,000 of spend included when a base service is selected.

You can add full-service ASO to the same relationship. Managed ASO starts at $2,500/month, with a three-month initial agreement and month-to-month billing after that. See pricing and Apple Ads for the two sides of the offer.

How we work with your team

You are not handing over a login and waiting for a monthly PDF. Apple Ads clients get dedicated Slack access, reporting, and a senior team that can talk bid strategy and product-page tests in the same conversation. We set realistic targets in the audit, grounded in your category and stage.

“From creative work to analytics and optimizations, The ASO Project does it all. We've worked with the team for over 5 years because they get results.” - Max Scholle, SVP, Global Marketing

“The ASO Project feels like an extension of our team. They're thoughtful, data-driven, and always bring practical recommendations backed by evidence.” - Chris Cowan, Marketing Manager

Questions to ask before appointing an agency

1. Who reviews bid changes and automation rules?
2. Which downstream event will define success, and how will attribution be checked?
3. Who produces and tests Custom Product Pages, and is that included in the fee?
4. What spend band and scope qualify for the quoted management rate?
5. What will you receive in the first three months, and how can you end the engagement afterward?

For our campaign details and Apple Ads enquiry form, visit Apple Ads management.