Apple recently introduced its “Maximize Conversions” bid strategy in beta for Apple Search Ads. On the surface, it’s an appealing promise. An automated bidder designed to drive the most installs at or near a target cost-per-acquisition sounds like a step toward simplified performance optimization. But as with most automation tools, the details matter.
The feature is still in beta, and its structure introduces two important constraints. First, it requires Search Match to be enabled. Second, it limits the ability to optimize bids using downstream data from mobile measurement partners. For performance-driven teams focused on quality, retention, and post-install value, those constraints are not minor.
What “Maximize Conversions” Promises — and What It Doesn’t
It is also important to look closely at how Apple defines this feature. Maximize Conversions is still in beta, and Apple describes it as an automated bid strategy designed to generate the most installs at or near a target cost-per-acquisition on average. The focus is explicitly to install volume at a defined CPA.
The system is built to optimize toward installs, not toward retention, subscription starts, in-app revenue, or lifetime value. Unless downstream performance is directly reflected in install-level efficiency, those deeper signals are not part of the bidding logic.
For advertisers whose definition of success extends beyond the initial download, this distinction is significant. An install is only the first step in the user journey. While automation can streamline bid management, it does not replace performance strategy or deeper funnel optimization.
The Requirement of Search Match
One of the most significant aspects of this beta is that Search Match is required. Search Match allows Apple to automatically match ads to queries beyond the advertiser’s explicitly targeted keywords. This can expand reach and uncover additional search terms that may not have been identified manually. In certain scenarios, that broader coverage can support discovery.
However, consistent reliance on Search Match reduces keyword-level precision. Advertisers lose full control over which queries drive spend, making structured segmentation, negative keyword management, and controlled testing more difficult. For teams that prioritize disciplined keyword strategy, mandatory Search Match introduces a level of automation that limits visibility and control.
Automation Is a Tool, Not a Strategy
Apple’s move toward Maximize Conversions reflects a broader shift across ad platforms. More and more, advertisers are encouraged to let algorithms manage bidding instead of adjusting it manually. But it is only as strong as the data behind it and the level of control advertisers keep. When bidding is limited to install-level signals and requires broader query matching through Search Match, it reduces precision. Campaigns could become easier to manage, but harder to shape strategically.
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