HubX scales Apple Ads spend by 3x and boosts app growth by 300% with MobileAction

HubX is one of the biggest publishers in the utility and productivity category, with a portfolio of subscription-driven apps that captures the fast-growing AI segment. Always aiming to balance profitability with scale, the team adopted a data-driven Apple Ads approach with a strong focus on ad variations using custom product pages in partnership with MobileAction. Selçuk Gedikkaya, Apple Ads/ASO Lead at HubX, shared their journey of scaling Apple Ads campaigns and leveraging custom product pages while keeping profitability in focus.

The challenge

HubX began working with MobileAction in early 2024, when they were operating on a relatively small Apple Ads budget. At the time, they were spending only a fraction of what they manage today. As budgets grew month by month, Hubx’s challenge was to move beyond a modest starting point and maintain strong results in the competitive utility and productivity category.

Discovery campaigns in particular required close monitoring to identify scalable keywords and quickly eliminate underperformers. At the same time, creative testing through custom product pages was still in its early stages, and the team needed guidance on how to systematically link custom product pages assets with ad groups to boost conversion rates.

As Selçuk explained, “Staying profitable while growing was our main challenge. We needed to constantly monitor discovery campaigns to catch scalable keywords while quickly eliminating poor performers.”

The solution

HubX first adopted MobileAction’s Automations to manage discovery campaigns at scale. Automations were set to regularly monitor keyword performance and take action accordingly. Top-performing keywords were automatically migrated from discovery campaigns into main campaigns, allowing the team to track lower funnel metrics with greater clarity, while low-value ones were filtered out. This automated process allowed the team to dedicate more time to strategy instead of manual campaign maintenance.

As their campaigns matured, HubX wanted to improve ad relevancy and make sure users saw creatives that matched their search intent. They shifted their focus to custom product pages, aiming to align keyword themes with creatives so potential customers landed on a page that reflected exactly what they had searched for. With MobileAction’s CPP Intelligence, they were able to analyze category, app, and keyword-level data to guide their creative and keyword decisions. These insights helped them understand how different audiences engaged with custom product pages in their category and provided a benchmark against competitor strategies.

After adopting these tools, HubX introduced MobileAction’s CPP A/B Testing to their workflow. CPP A/B Testing gave them a structured way to experiment with these variations and identify which combinations delivered the strongest results.

“Our goal was to make every ad feel directly connected to what the user was searching for. By aligning keyword themes with custom product pages, we created a much clearer journey from ad to install. CPP Intelligence gave our creative team the data to stop guessing and start designing with confidence. With CPP A/B Testing, we could finally validate those ideas in a measurable way and keep growth sustainable,” explained Selçuk.

“MobileAction has been a true partner in our Apple Ads growth. Automations helped us scale without compromising profitability, and CPP Intelligence and CPP A/B Testing provided the insights we needed to enhance conversions and performance. The results are 3x spend growth and 300% growth for Home AI, which speaks for itself.”

Selçuk Gedikkaya

Apple Ads/ASO Lead

The results

The partnership with MobileAction allowed HubX to expand Apple Ads activity and increase spend 3x. Home AI, recorded a remarkable 300% YoY growth in the US between July 2024 and July 2025, capitalizing on the surging interest in AI-powered utilities.

CPP Intelligence, CPP A/B Testing and Automations were key in sustaining profitability while scaling aggressively. 

Key outcomes include:

• 17% higher tap-through rate for ad variations than default ad
• 12% higher conversion rate for ad variations than default ad
• Conversion rate improvement for Home AI with custom product page optimization

As Selçuk shared, “By using Automations to optimize discovery and CPP Intelligence and CPP A/B Testing to refine our creatives, we could confidently scale our spend and still maintain strong ROI.”