MobileAction’s 2025 Apple Ads benchmark report

Search results ads assist customers in discovering your app precisely when they’re searching for downloads. They position your app at the top of relevant search results when users search for something specific on the App Store.

Search is by far the most effective way that lead to app discovery because many users on the App Store are undecided about which app they will install to meet their needs. To align your ad with potential customers’ search terms, you can select your own keywords or use our suggested ones. Matching is based on a direct signal of customers’ intent in their search query.

It’s worth noting that understanding the role of search results ads is key since they form the backbone of any multi-placement ad strategy and success in Apple Ads. Also, this is where most app marketing professionals start. So, you should focus more on mastering these foundational ads to enhance your overall campaign performance.​

Monitoring Apple Ads metrics—Tap-Through Rate (TTR), Conversion Rate (CR), Cost-Per-Tap (CPT), and Cost-Per-Acquisition (CPA)—is paramount for campaign success. These metrics offer a compass for refining ad strategies: TTR guides ad relevance, CR assesses conversion efficiency, CPT shapes budget allocation, and CPA evaluates cost-effectiveness. By meticulously tracking these indicators, app marketers gain actionable insights to tweak targeting, enhance creatives, optimize ad spend, and build more impactful and result-oriented Apple Ads campaigns.

The data in this report has been gathered using MobileAction and SearchAds.com tools.*