Comparison

ASO vs Apple Search Ads

Both channels live inside the App Store. Both drive installs. They're completely different disciplines. Here's how to choose between them - and when to run both.

ASO drives free organic installs by improving your App Store ranking and conversion rate; Apple Search Ads drives paid installs by buying placement at the top of search results. They are complements, not substitutes - most successful app teams run both, with ASO as the always-on foundation and ASA as the scalable acquisition channel layered on top.

Reviewed by Jarrah Robertson

Chief Strategist, App Media · 15+ years in app marketing

Side by side

The detailed comparison

App Store Optimisation (ASO) vs Apple Search Ads (ASA), attribute by attribute.

Attribute	App Store Optimisation (ASO)	Apple Search Ads (ASA)
Cost per install (CPI)	Free (other than agency/staff time)	Paid - typically $1–$10+ depending on category
Speed to results	30–90 days (compounding)	Same day (campaigns live within hours)
Scalability	Plateaus once ranked	Highly scalable as long as unit economics hold
Defensibility	Compounds; hard for competitors to displace	Disappears the day you stop paying
Conversion-rate impact	Lifts conversion across every channel	Conversion depends on your App Store listing (i.e. on ASO)
Best for new apps	Required foundation	Hard to run profitably without ASO foundations first
Best for category leaders	Essential to defend organic share	Essential to capture intent the moment users search
Reporting clarity	Indirect (organic installs, ranking, impressions)	Crystal clear (Apple Search Ads dashboard)
Time to set up	2–4 weeks of research + content	1 week of account setup + initial keyword build

When to choose App Store Optimisation (ASO)

Free organic installs through ranking and conversion gains.

Always - ASO is the foundation everything else stacks on top of.
Pre-launch and at launch: get the listing right before paying for any traffic.
When your install conversion rate (impressions → installs) is below 30%.
When you have unrealised category-relevant keyword rankings.

When to choose Apple Search Ads (ASA)

Paid installs at the top of App Store search results.

Once your App Store listing is reasonably optimised (don't pay for traffic to a poorly-converting page).
When you want predictable, scalable install volume.
When you have clear unit economics (LTV:CAC) and capital to invest.
When you're defending category top positions against competitors.

Run together, ASO and ASA compound: better ASO lifts ASA conversion (lowering CPI), and ASA-driven install velocity feeds App Store ranking algorithms (lifting ASO). Most App Media engagements include both.

Our recommendation

If you have to pick one to start with, start with ASO. Get your App Store listing converting at 30%+, then layer Apple Search Ads on top. If you have budget and your listing already converts, run both from day one.

Frequently asked questions

Which is cheaper, ASO or Apple Search Ads?

ASO has no per-install cost (only the cost of doing the work - which is one-off, plus iteration). Apple Search Ads charges per install and typically costs $1–$10+ per install depending on category and targeting. Per-install, ASO is dramatically cheaper at scale.

Can I do Apple Search Ads without ASO?

You can, but you shouldn't. Apple Search Ads sends traffic to your App Store listing - if that listing isn't optimised, you're paying for impressions that don't convert. Most app teams who run ASA without ASO see a 20–50% lower conversion rate than they would with both.

Which is faster to show results?

Apple Search Ads - campaigns can be live within hours of launch and deliver installs the same day. ASO impacts compound over 30–90 days as App Store rankings respond.

Which gives more durable results?

ASO. Organic installs continue even if you stop investing in ASO; Apple Search Ads installs stop the moment you pause campaigns. ASO is a moat; ASA is a tap.

How much budget should I allocate to each?

Most app teams invest in ASO foundation work first, then allocate the majority of ongoing media budget to Apple Search Ads and other paid channels. The exact split depends on your category, stage and goals - we'll recommend a mix in the strategy call.

Talk to a specialist

Get expert advice on App Store Optimisation (ASO) and Apple Search Ads (ASA)

Free 30-min strategy call. Personally reviewed by Jarrah.

Our services