Ad variations using custom product pages
In mobile marketing, advertisers are continuously looking for ways to get more value from every tap. One practical approach is building ad variations using custom product pages, which allow teams to tailor screenshots, previews, and promotional text to match specific keyword themes and user intents.
By pairing keyword groups with intent-aligned custom product pages, advertisers can guide users to a product page experience that feels more relevant to what they searched for. Beyond paid performance, consistent message alignment can also support stronger product page clarity overall, which helps teams maintain a cohesive acquisition strategy across placements.
- Per MobileAction’s Apple Ads data, custom product pages performance in 2025 showed a more cost-efficient baseline, with CPA improving to $3.07 in 2025 (down from $4.58 in 2024) and CPT decreasing to $1.46 in 2025 (down from $2.56 in 2024). This indicates advertisers achieved downloads at a lower average cost while using custom product pages-linked variations.
- At the same time, the conversion rate for custom product pages came in at 47.57% in 2025, compared to 55.87% in 2024. Alongside this shift, custom product pages TTR increased to 1.72% (up from 1.43%), suggesting that pre-tap engagement strengthened while post-tap outcomes varied more year over year.
- In 2025, impressions for custom product pages increased substantially, rising from 6.56B in 2024 to 15.80B in 2025. This jump suggests custom product pages continued to gain adoption as a scalable way to tailor the product page experience to different search intents.
- Taps on custom product pages-linked ads also grew, moving from 93.83M in 2024 to 271.01M in 2025. This indicates that custom product page variations generated significantly more user interaction in search results compared to the prior year.
- Downloads increased in parallel, climbing from 52.42M in 2024 to 128.93M in 2025. The rise in downloads alongside stronger tap volume shows that custom product pages traffic expanded meaningfully while still converting at scale.
- Spending on custom product pages increased, moving from $240.14M in 2024 to $395.96M in 2025. With higher investment and higher volume across the funnel, custom product pages usage appears to have played a larger role in overall acquisition activity during 2025.
- As custom product pages volume scales, keeping keyword themes aligned with custom product pages messaging and product page assets becomes increasingly important for protecting conversion efficiency and sustaining performance as campaigns expand.
The data in this report has been gathered using MobileAction and SearchAds.com tools.*
