Custom product pages meet organic search on the App Store: Why this update reshapes ASO

Apple just rolled out its next growth lever on the App Store: custom product pages, previously exclusive to Apple Ads campaigns, can now appear in organic search results.

The news came as a pleasant surprise for the mobile app community as this was among the updates announced at WWDC 2025 very recently but many people were expecting this update towards the fall.

This isn’t just another incremental update. For years, custom product pages were a powerhouse inside Apple Ads. And, they were conversion-focused assets. Now they can influence every user who types a query into the App Store search bar, which makes them discovery assets as well in top-of-funnel.

This is one of the biggest organic growth opportunities on the App Store in the last few years and if you own user acquisition, ASO, or growth for an app, this is a right time to get ahead of the curve.

In this piece, we’ll be providing;

1  | Why this matters right now

Per MobileAction data ~70% of the apps that are doing Apple Ads are still not utilizing custom product pages.

Still, our 2025 Apple Ads Benchmark Report reveals the power of custom product pages. In 2024 alone:

• 6.56 billion impressions generated across custom product pages in 2024, while default product pages generating 2.08 billion impressions
• Conversion rates through custom product pages improved by 32% (from 42.13% to 55.87%)
• Cost per acquisition decreased from $4.83 to $4.58 despite rising costs

Most telling? In 2024, taps decreased from 120M to 93M while installs increased from 50.9M to 52.4M compared to 2023. Note that we saw decreases in installs through default product pages in the same time period.

This proves custom product pages are attracting higher-intent users who actually convert. Now, app developers and marketers are about to enjoy the same lift, for free, via organic search on the App Store.

We also believe that this will significantly improve the adoption of the feature among app publishers.

2  | What you can do right away

The release on the App Store Connect focuses on keywords already in your app metadata (not title or subtitle).

Here’s how to extract maximum value right away:

• Start with auditing your existing ad variations using custom product pages on Apple Ads for performance, creative freshness, and localization. The ones that have the  highest conversion rates are exactly what you want appearing in organic search.
• Take a look at the custom product pages-specific data and category benchmarks before you produce any assets, if you don’t have any custom product pages ready yet. Simply read our 2025 Apple Ads Benchmark Report and 2025 ASO Report for free to view the latest insights.
• Mine your keyword field for high-intent terms. Your keywords pulled directly from your existing metadata and only those keywords can be assigned, so choose wisely.
• Identify keywords where visual storytelling provides the strongest advantage. “Budget tracker” benefits more from custom product pages than “health” because users have specific visual expectations for a keyword like that. Prioritize keywords where your app offers differentiated value. If you’re the only budgeting app with expense photo scanning, create a custom product page highlighting that feature for “expense tracker” searches.
• Assign one custom product page for a theme. Multiple keywords can be linked to the same custom product page, but a keyword should never be linked to multiple custom product pages. <get a comment about it, does it makes sense, why?>
• Localize screenshots, app previews, copy, and promotional text if your app is listed in different countries. Otherwise, you might not see the results you expect.
• Add deep links to direct the users from a custom product page to the exact place you want them to land. This will create a more relevant experience, and boost user engagement and retention.
• Measure performance, track competitors and iterate. Use the App Analytics dashboard in the App Store Connect to measure performance, MobileAction’s CPP Intelligence to track your competitors who are doing ad variations using custom product pages, and MobileAction’s CPP A/B Testing tool to run A/B tests for your ad variations to read the results and iterate your current custom product page variants.

3  | High-impact use-cases you can deploy this quarter

1. Feature Spotlight

   • Example: Highlight “sleep stories” versus “meditation courses” inside one wellness app.
   • Benefit: 1:1 alignment between search intent and first screenshot lifts tap-through and install rates.

2. Audience Persona

   • Example: A finance app shows a visuals-focused page for first-time investors and a data-dense page for active traders.
   • Benefit: Higher persuasion with minimal design overhead.

3. Competitor Defense

   • Example: When someone searches a rival brand, point them to a page that contrasts your unique advantage—pricing, speed, or content depth.
   • Benefit: Converts steal-traffic without inflating bids.

4. Seasonal or Promotional Push

   • Example: A food-delivery app surfaces a “back-to-school lunches” page in August.
   • Benefit: Topical relevance translates into higher conversion and fresher creative hooks for ads.

4  | Building an intent-first funnel across paid and organic

Takeaway: Treat every high-intent keyword as a micro-segment with its own narrative, creative set, and first-time user flow. Paid and organic are simply two traffic sources into the same optimized journey.

5  | Fast-track checklist for UA & ASO teams

• Align KPIs. Agree on a shared install-to-trial (or ROAS) target so paid and organic teams optimize toward the same outcome.
• Centralize creative production. One master file per page keeps localization and testing cycles tight.
• Use first-party data. Feed MobileAction benchmark ratios—55.87 % CVR and $4.58 CPA—as baselines for your own goals.
• Schedule weekly reviews. Compare page-level conversion, keyword movement, and CPI drift in a single dashboard.
• Iterate relentlessly. Retire under-performing pages; double down on winners; A/B test headline, order of screenshots, and callouts.

6  | Looking ahead

Apple’s expansion of custom product pages into organic search is the clearest signal yet that intent-aligned creative is the future of the App Store. Early adopters will capture outsized gains in both conversion and keyword visibility, while late movers fight over higher bids and lower ranks.

As an Apple Ads Partner, MobileAction is already integrating keyword-level CPP analytics into CPP Intelligence and Compass, so you can:

• Spot which keywords trigger each page (paid or organic).
• Benchmark CVR, CPT, and CPA against category leaders.
• Trace the impact of every page update on rankings and revenue.

Ready to win the next wave of App Store growth?

Review your keyword field, pick your highest-value terms, and publish a perfectly-matched custom product page today. The sooner your intent-first funnel goes live, the sooner you’ll see conversion lift—and the further your budget will stretch.

If you’re ready to fully leverage this major App Store update, MobileAction has you covered. Our comprehensive suite of tools and expertise can accelerate your success:

• CPP Intelligence: Gain insights into how competitors are using custom product pages, benchmark your performance against category leaders, and stay ahead in your niche.
• CPP A/B Testing: Test your creative assets rigorously, identify winning variants, and continuously optimize conversion rates without guesswork.
• Localization Support: Effortlessly localize your app’s screenshots, app previews, copy, and promotional text to resonate with international audiences, ensuring maximum impact globally.
• Dedicated Expertise: Connect directly with our ASO experts for personalized advice, audits, and recommendations tailored specifically for your app.

Don’t leave organic growth opportunities on the table. Schedule a call with our growth team today and transform your custom product pages into high-performing assets that boost both visibility and conversions on the App Store.