Apple Search Ads on a Small Budget: A Starter Plan for Indie Devs

Updated Oct 10, 2026

On this page (7 sections)

1. Quick answer
2. Which campaign type to start with
3. Setting a target CPA from your revenue data
4. A minimal campaign structure
5. Reading results: CPT, CR, CPA
6. When to scale or stop
7. FAQ

On a small budget, start Apple Ads (formerly Apple Search Ads) with a few high-intent keywords in one country, a target CPA you've worked out from your own revenue, and a daily budget you're comfortable losing while you learn. Use Advanced if you want keyword control and data; use Basic if you want Apple to automate everything at a cost per install you choose.

Quick answer

1. Pick one country where your app already converts well.
2. Work out a target CPA from revenue per install (below).
3. Choose Apple Ads Advanced for keyword control, or Basic for full automation.
4. Start with brand and a handful of exact match category keywords; add a small discovery campaign.
5. Review weekly; scale what's under target and pause what isn't.

How much budget do I need for Apple Search Ads?

There's no single required amount. You set the budget: a daily budget per campaign in Advanced, or a monthly budget in Basic, which Apple caps at $10,000 per app. The practical minimum is enough spend to collect taps and installs on a few keywords so you can judge them. Start small and scale what works.

Which campaign type to start with

Apple offers two solutions. (Apple: Compare solutions)

For most indie devs who want to learn, start with Advanced search results campaigns. You see which keywords convert, which helps your organic ASO too. Basic suits devs who want zero management and are happy with a predictable cost per install.

Running both for the same app gives no auction advantage; Apple says only one ad per app is eligible per auction, so you may just move impressions between them. (Apple: Switch solutions)

Should I start with Maximize Conversions or manual bids?

If you're new and want to understand keyword economics, start with Manage Bids (manual max CPT bids) on a short list of exact match keywords. Maximize Conversions needs a realistic target CPA and uses Search Match automatically, which suits you once you know your numbers. Many indie devs run Manage Bids first, then test Maximize Conversions.

Apple's details: Use Maximize Conversions. Note that you can't set keyword bids in Maximize Conversions campaigns.

Setting a target CPA from your revenue data

What is a good CPA in Apple Search Ads?

A good CPA is one below what an install is worth to you. There's no universal figure because it depends on your price, conversion and retention. Work it out: revenue per paying user times your install-to-paid rate gives revenue per install. Set your target CPA below that, with a safety margin.

Step by step:

1. Revenue per paying user over a window you trust (for example, first-year proceeds after store fees). Get this from RevenueCat or App Store Connect.
2. Install-to-paid rate: the share of installs that become paying users.
3. Revenue per install = revenue per paying user × install-to-paid rate.
4. Target CPA = revenue per install × a margin you're comfortable with (for example, aim to pay well under break-even while you learn).

Illustrative only: $30 revenue per paying user × 4% install-to-paid = $1.20 revenue per install. A target CPA around $0.80 leaves room for error. These numbers are made up; use your own.

To turn a target CPA into a starting max CPT bid, multiply it by your expected tap-to-install rate. Apple's own example is $2.50 × 40% = $1.00. (Apple: Set and Adjust Bids) Our bid optimization guide goes deeper.

A minimal campaign structure

Apple recommends four campaign types: brand, category, competitor and discovery. (Apple: Campaign structure) On a small budget, start lean:

1. Brand (exact match, Search Match off): your app name and close variants. Usually cheap and protective. See brand defense and cannibalization.
2. Category (exact match, Search Match off): three to ten terms that describe exactly what your app does.
3. Discovery (small budget): one broad match ad group with your category terms and one Search Match ad group with no keywords. Add your exact keywords as exact match negatives here.
4. Competitor: optional. Leave it until the first three are profitable; it's often the hardest to make work.

Full details on match types and negatives: Apple Search Ads campaign structure.

Reading results: CPT, CR, CPA

Then look past the install. A keyword with a fine CPA but no trials or purchases is not a good keyword. Compare installs from ads with trial starts and revenue in your subscription data.

When to scale or stop

Scale a keyword when its CPA has stayed under target over enough installs to trust, and downstream revenue holds up. Raise its bid or budget in small steps.

Fix, don't stop, when TTR is healthy but CR is low. That's a product page problem; a matching custom product page may help.

Stop or pause a keyword when it keeps spending above target with no clear fix. Pause the whole campaign if overall revenue per install can't cover CPA. Apple lets you pause and reactivate campaigns, ad groups and keywords at any time. (Apple: Create campaigns)

Learn more in the free Apple Search Ads Basics and Apple Search Ads Advanced courses.

GROWNX pulls your App Store Connect and RevenueCat data into one dashboard, so you can check whether paid installs actually turn into revenue, not just CPA. Free plan available.

FAQ

Is Apple Search Ads now Apple Ads?

Yes. Apple renamed Apple Search Ads to Apple Ads in April 2025 because its ads now appear in several App Store placements, not just search results. The Basic and Advanced solutions, bidding and reporting carried over. You'll still see both names in articles and searches. (Apple Ads news)

Can I pause Apple Ads anytime?

Yes. Apple says campaigns, ad groups and keywords can be paused and reactivated at any time. Pausing stops new spend. In Advanced, you also control spend with each campaign's daily budget; in Basic, with your monthly budget. Pausing is a better first step than deleting, since removed campaigns can't be restored.

Should I advertise before my app has ratings?

You can, but expect a lower conversion rate, because searchers see no star rating next to your app. Many indie devs start with brand and a few high-intent category keywords, then expand once ratings build. See iOS rating prompts for earning ratings early.