2 Strategies to Get Installs from Paid Ads
These Pages Cut Acquisition Costs by 25%
Copies it for your coding agent, which checks the fit and builds it · The whole record, as markdown
Petit BamBou's cost per acquisition with ad variations on keyword-matched pages versus the default ad. Apple-published success story; comparison design, dates and sample not given, and part of a wider campaign restructure.
Company accounts, not independently verified.
- 6 entries · company accounts
From Petit BamBou, Babbel, HelloFresh, Pillow, ImmoScout24
Overview
Match each search ad group to an app-store page built around that search intent. Lead with the relevant feature in the first screenshot; Petit BamBou reported 25% lower acquisition costs with keyword-matched pages.
Before custom product pages, everyone in one country saw the same App Store page, whatever brought them there, and marketers had little way to test which version worked best (Admiral Media).
Fits when
- Apps whose searchers arrive with distinct intents: sleep versus meditation, renting versus buying
- Paid search campaigns already split into ad groups by keyword theme
- A specific use case and a strong hypothesis per page, not customisation for its own sake
Evidence & sources 6 entries
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Good to knowFit and evidence notes
- Fit to consider
- Custom page assets must match the campaign's country and devices, or the ad variation cannot run; ad variations serve only on iOS 15.2 and later.
- About the evidence
- Every benefit result is published by the ad platform or the advertiser's agency, with no sample size, dates, baselines or confidence intervals; success stories are selected by the platform that sells the ads.
Copy includes 2 more limitations, 3 failure modes, the full evidence, and adaptation guidance.
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