As Apple Ads continues to evolve, custom product pages have become a strategic tool for marketers seeking to tailor their messaging at scale. 

Now that Search tab ads support custom product pages and deep links can drive even more relevant user journeys, the landscape for personalized user acquisition in Apple Ads has never looked more promising.

With MobileAction, an Apple Ads partner, you can track the performance of your custom product pages, monitor competitor tactics, run automated tests, and fine-tune every campaign from a single, unified dashboard.

And today, we’ll explore how ad variations based on custom product pages can improve campaign performance, share what’s new with Search tab ads, and introduce how deep links can enhance the experience even further. 

What are ad variations and how do they work?

Ad variations are creative permutations that stem from the custom product pages you’ve set up in App Store Connect.  

Currently, up to 35 custom product pages per app can be created to target multiple audience segments, giving you a wide creative surface to speak directly to different groups.

Within search results ads, each variation can be assigned to specific keywords or ad groups, making it possible to highlight unique features, promotions, or messages based on what a user is searching for, instead of relying on a single, generic product page.

Custom product pages are supported across key Apple Ads placements, including search results ads, Today tab ads, and now, Search tab ads as well — expanding your ability to serve relevant creatives at every stage of the App Store journey.

That means better alignment between your ad creative and what users see after the tap, which can translate into more installs and improved performance metrics.

And the impact is measurable. According to MobileAction’s 2025 Apple Ads Benchmark Report, custom product page impressions increased 13.6% year-over-year to 6.56 billion, while conversion rates rose from 42.13% to 55.87%. These numbers confirm that CPPs are not just a creative option — they’re a high-impact tool for improving acquisition outcomes in a competitive mobile marketing environment.

#To learn more about custom product pages, check out our guide titled From beginner to expert: Custom product pages guide

Search tab ads now support custom product pages

Until recently, custom product pages were only available for search results and Today tab ads. But Apple Ads now enables custom product pages for Search tab ads as well. This is a significant update, especially for advertisers who rely on upper-funnel visibility.

Search tab campaigns are often the first point of contact users have with your app. By pairing them with the right custom product pages, you can better control the narrative and direct users to a product page that’s aligned with your campaign objective.

This also opens the door to more consistent branding across placements and increased testing flexibility.

Deep links: Turning custom product pages into targeted journeys

Custom product pages are already great for aligning creative with audience segments, but when paired with deep links, their impact grows.

With deep links, you can direct users not just to a curated App Store page, but directly into a specific part of your app once they’ve installed it. For example:

  • A workout app could link from custom product pages focused on “yoga sessions” directly into that section in-app.

  • A food delivery app could promote “vegan restaurants” and direct users to a filtered screen after installation.

When custom product pages and deep links work together, they form a smoother and more purposeful journey — from impression to in-app action.

Testing and iteration: What’s next?

With so many variables to experiment with — from screenshots and previews to CTA messaging — marketers need a systematic way to understand what’s working. That’s where our upcoming CPP A/B Testing tool will help you move beyond guesswork.

It’s built directly into the MobileAction and designed to:

  • Monitor performance across multiple custom product pages-based ad variations

  • Run structured A/B tests with real-time insights

  • Identify the top-performing combinations without switching tools

For instance, if you’re testing between seasonal messaging and always-on messaging within CPPs, our CPP A/B Testing tool helps you understand which drives stronger conversion uplift and for which audience segments.

You’ll be able to test, track, and refine custom product pages in one cohesive flow, giving you better control over creative optimization and budget efficiency. 

The bottom line

With Apple Ads expanding support for custom product pages across more placements and the ability to connect these experiences with deep links, app marketers now have the toolkit to deliver more personalized, intent-driven journeys.

Ad variations aren’t just about design differences — they’re about relevance. The more your ad experience mirrors what users are looking for, the more likely they are to engage.

Whether you’re just getting started with custom product pages or already scaling campaigns, now is the time to experiment, analyze, and adapt. And with our upcoming A/B testing tool, you’ll be one step ahead of the curve!

Want early access to our CPP A/B Testing tool? Join the waitlist today and reserve your spot.