Loading Motifs…
Build a separate app-store page for each keyword theme or audience, and send each ad group to the page that matches what they searched for. Four apps report lower costs or more installs — none as a like-for-like test.
−25% CPAPetit 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.
Product screens: Petit BamBou via Apple Ads ↗. Screens illustrate the product; the number is sourced in the evidence below.
Built from published experiments and company reports across several products. Nobody has checked the screens on a dated day, so read each number with the caveat printed beside it.
Build a separate app-store page for each keyword theme or audience, and send each ad group to the page that matches what they searched for. Four apps report lower costs or more installs — none as a like-for-like test.
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).
This play is not tied to a full playbook. Use it for this decision alone.
Keyword-matched pages cut Petit BamBou's cost per acquisition.
COMPANY-REPORTEDWhat it does not show Published by Apple Ads as a success story; sample size, dates, baselines and the comparison design are not reported. Custom pages were one part of a campaign restructure that also included Search Match discovery campaigns and Search tab ads.
Petit BamBou grows in new markets Apple Ads Success Stories
Language-matched pages raised Babbel's tap-through and conversion.
COMPANY-REPORTEDWhat it does not show Published by Apple Ads as a success story; sample size, dates, baselines, metric definitions and comparison design are not reported.
Babbel boosts ad performance Apple Ads Success Stories
Pages repeating HelloFresh's offers cut cost per install.
COMPANY-REPORTEDWhat it does not show Published by Apple Ads as a success story; sample size, dates, baselines and comparison design are not reported. The pages matched an offer across channels rather than a search-keyword theme.
Use the play for this decision alone, or combine it with an existing product strategy after checking for conflicts.
A page tailored to one theme may bring installs from people the app serves less well; install gains are not shown to reach paying users.
A page showing one feature sets an expectation the first screens must meet; open on that feature by deep link or matching onboarding.
A page repeating an ad's discount promises an offer that must still be available at purchase.
Plus everything above, as plain text for your coding agent, with a short instruction on top: check the fit, say what the evidence doesn’t support, and adapt it rather than copy it. Paste it and you get an answer, no prompt to write.
Apple Ads success stories (Petit BamBou, Babbel, HelloFresh, Pillow) and one agency's reports; Apple- or agency-published, none a controlled test · evidence reviewed 25 September 2026.
Explore company-inspired strategies that connect your product, experience, and growth.
Browse the playbooks ↗Apple Watch-focused pages raised Pillow's installs.
COMPANY-REPORTEDWhat it does not show Published by Apple Ads as a success story; sample size, dates, spend and comparison design are not reported. More installs can reflect more impressions as well as better conversion.
Pillow (Apple Ads success story) Apple Ads Success Stories
Separate pages for renters and buyers halved ImmoScout24's CPA.
COMPANY-REPORTEDWhat it does not show Reported by the agency that ran the campaigns; figures, dates, channel and design are not given. Segments were defined by audience (renter or buyer), not by keyword theme alone.
Why Apple Custom Product Pages are NOT A/B tests: Here's what you need to know Admiral Media · 2023
Apple reports custom pages convert better than default pages on average.
COMPANY-REPORTEDWhat it does not show The comparison is between traffic referred to custom pages (by ads or links) and all traffic to default pages, which arrives from different sources; it does not isolate the page (I1). Method, sample and period are not published.
Custom product pages on the App Store Apple Developer
An agency's first Facebook tests of matched pages were mostly flat.
COMPANY-REPORTEDWhat it does not show Clients, apps, sample sizes, dates and the number of combinations are not given; "20% higher" is not specified as relative or percentage points. Early results in a new channel; the agency expected improvement over time. Shows that matched pages did not reliably beat the default page, not that they caused harm.
Why Apple Custom Product Pages are NOT A/B tests: Here's what you need to know Admiral Media · 2023