Get found — and get installed — on the Apple App Store & Google Play.
Both app stores now sell the top of search results as ad space. That's the new "pay to play" reality: organic ranking alone rarely wins a competitive keyword anymore. I combine App Store Optimization with Apple Search Ads and Google Play campaigns, tracked all the way to install-to-revenue ROI, so your app spend turns into real growth instead of just download counts.
Why "just get more downloads" doesn't work anymore
A few years ago, a well-optimized listing could rank organically and drive steady installs for free. Today, both Apple and Google auction off the exact same top search placements to the highest bidder. If your app isn't paying to be there, a competitor's paid placement sits above you on the term customers actually search.
Organic-only vs. ASO + paid installs
Buried in search
- Relying only on organic ranking while competitors buy the top spots
- Generic screenshots and description nobody has tested or optimized
- Install numbers tracked, but no idea which installs actually convert to revenue
- No presence in Apple Search Ads or Google Play's ad placements at all
- Ratings and reviews left unmanaged, quietly dragging down conversion rate
Ranking & converting
- ASO and paid placement working together to own the top of search
- Screenshots, preview video & description tested for conversion, not guessed at
- Every install tied to in-app events so you know real ROI, not just download count
- Active Apple Search Ads and/or Google Play UAC campaigns bidding for visibility
- Reviews actively managed to keep your rating — and your conversion rate — up
Everything under app store growth
App Store Optimization (ASO)
Keyword research, title & description optimization, and conversion-focused listing structure so your app ranks and converts organically as a foundation.
Apple Search Ads Management
Campaigns built and managed inside Apple's own ad platform — putting your app at the top of iOS search results for the terms that matter.
Google Play Ads & UAC Campaigns
Universal App Campaigns across Google Search, Play Store, YouTube, and the Display Network, optimized toward installs that actually convert.
Install-to-Revenue ROI Tracking
In-app events connected back to ad spend, so you see cost-per-install next to what each install is actually worth — not just a download count.
Store Listing Creative
Screenshots, preview video, and icon design built to stop the scroll and get the tap — tested against alternatives, not just guessed.
Review & Rating Management
Prompting happy users for reviews at the right moment and responding to feedback, because rating and review volume directly affect both ranking and conversion.
Management fee, separate from ad spend
Kept reasonable to actually market with — management fee covers the work, ad spend goes straight to Apple or Google.
ASO Audit & Setup
Full listing optimization before any ad spend goes out.
- Keyword research & competitor listing analysis
- Optimized title, description & metadata
- Store account setup for Apple Search Ads and/or Google Play ads
Starter Install Campaign
One store, one platform, managed and optimized weekly.
- Apple Search Ads or Google Play UAC, not both
- Weekly bid & keyword optimization
- Monthly performance report with cost-per-install
Growth Install Campaign
Both stores, ROI tracking, and ongoing creative testing.
- Apple Search Ads and Google Play UAC, managed together
- Install-to-revenue ROI tracking connected to in-app events
- Ongoing screenshot & creative testing
Full App Growth Partner
App store growth treated as a core revenue channel.
- Everything in Growth, plus review management & deeper creative production
- Coordinated with your broader advertising campaigns
- Priority strategy calls & reporting
Ad spend is billed directly by Apple or Google and set together on the discovery call — management fees above never include spend.
App store growth FAQ
What does "pay to play" mean for app stores?
Both the Apple App Store and Google Play now sell ad placements directly inside search results and browse pages. Organic ranking alone rarely reaches the top of a competitive search term anymore — the top few spots are frequently paid, which means a real install strategy needs both ASO and paid placement.
What's the difference between ASO and Apple Search Ads / Google Play ads?
ASO (App Store Optimization) improves your organic ranking and conversion rate for free — keywords, screenshots, description, ratings. Apple Search Ads and Google Play ads are paid placements that put your app at the top of search results immediately, on a cost-per-tap or cost-per-install basis. The strongest strategy uses both together.
How do you track ROI on app installs?
Install campaigns are connected to in-app event tracking (signups, purchases, subscriptions) so every dollar spent is tied to what that install actually generated, not just the download count.
Do you work with both iOS and Android?
Yes — Apple App Store (Apple Search Ads, App Store Connect optimization) and Google Play (Google Ads App Campaigns / UAC) are both covered, either separately or together depending on where your users are.
How much should I budget for app install ads?
Management fees are listed on this page separately from ad spend. Ad spend itself depends on your category's cost-per-install and install volume goals — this gets set together on the discovery call, starting small enough to test before scaling.
Ready to grow real, ROI-tracked installs?
Send me a message and I'll reply within a day — usually much sooner. First look is always free.
Based out of Thrive Workplace · 610 Jerry Street, Suite 200, Castle Rock, CO 80104