Apple Search Ads: ConnectLocal’s 2024 CPT Win

Mastering Apple Search Ads (ASA) is no longer an option for app developers and marketers; it’s a non-negotiable imperative for discoverability and growth. The platform’s unique position at the heart of the iOS ecosystem offers unparalleled access to high-intent users, but only if you know how to wield its power effectively. This deep dive into a recent campaign will reveal precisely how we achieved a remarkable return on ad spend.

The Campaign: “ConnectLocal” – A Hyperlocal Service App Launch

We recently spearheaded the launch campaign for “ConnectLocal,” a new app designed to link users with local service providers—think plumbers, electricians, and dog walkers—in specific urban areas. Our primary objective was rapid user acquisition and demonstrating strong initial engagement in key launch cities. We chose ASA as the cornerstone of our paid acquisition strategy due to its direct line to users actively searching for solutions on their iPhones.

Strategy Blueprint: Precision Targeting and Iterative Optimization

Our strategy for ConnectLocal was built on a foundation of hyper-segmentation and relentless optimization. We understood that generic targeting wouldn’t cut it in the competitive hyperlocal service market. My experience running similar campaigns for a ride-sharing app in Atlanta taught me that broad strokes lead to broad losses. You need to get surgical.

We divided our ASA efforts into three core campaign types:

1. Brand Campaigns: Protecting our branded terms. While ConnectLocal was new, securing our own name was crucial for future growth and preventing competitors from bidding on it.
2. Generic Campaigns (Exact Match): Targeting high-intent, specific keywords like “plumber near me,” “electrician Atlanta,” or “dog walker Buckhead.” This is where the conversion magic happens.
3. Discovery Campaigns (Search Match & Broad Match): Unearthing new, relevant search terms and expanding our keyword universe. This is a critical investment for long-term scale, but it requires careful tending.

Our initial focus was on three launch cities: Atlanta, GA; Austin, TX; and Denver, CO. We observed distinct search behaviors across these markets, necessitating tailored approaches for each. For instance, in Atlanta, “plumber Midtown” was a high-volume term, while in Austin, “electrician South Congress” showed more promise.

Creative Approach: Localized Relevance Wins

We developed a series of Creative Sets for each city, ensuring that screenshots and video previews showcased local landmarks or recognizable neighborhood scenes. For Atlanta, this meant a plumber icon with the city skyline in the background, or a dog walker near Piedmont Park. This wasn’t just aesthetic; it was about immediate recognition and building trust. We also A/B tested ad copy, focusing on benefit-driven headlines like “Find a vetted plumber in minutes” versus feature-driven “Over 100 local services.” The benefit-driven copy consistently outperformed by 15% in CTR.

AppsFlyer Integration: Our Source of Truth

We integrated AppsFlyer as our Mobile Measurement Partner (MMP) from day one. Without a robust MMP, you’re flying blind, unable to attribute installs and post-install events accurately. AppsFlyer allowed us to track everything from CPT to Cost Per First Service Booking, giving us a holistic view of campaign performance.

Campaign Teardown: ConnectLocal Launch Phase (Q1 2026)

Budget: $75,000 (spread across three cities)
Duration: 6 weeks
Primary Goal: Achieve 15,000 new installs with a Cost Per Install (CPI) under $5 and a 7-day ROAS of 15% for service bookings.

Initial Performance Metrics (Week 1-2)

The initial CPI of $2.77 was excellent, well below our target of $5. However, the Discovery campaigns, while generating volume, showed a significantly higher CPI and lower conversion rate. This immediately signaled an area for optimization.

What Worked Well

• Localized Creative Sets: The high CTR and conversion rates in our Generic campaigns were a direct result of our localized creative. Users saw themselves and their city in the ads, creating an instant connection. This is something I’ve seen time and again; generic visuals are a death knell for localized services.
• Exact Match Keyword Performance: Our granular Exact Match campaigns delivered incredibly efficient installs. Bidding aggressively on “plumber Atlanta” paid off.
• Brand Protection: Our Brand campaign performed exactly as expected, securing our own search terms at a very low CPI.

What Didn’t Work as Expected

• Discovery Campaign Efficiency: The Search Match campaigns, while uncovering new keywords, were generating too many irrelevant taps. Our negative keyword list was simply not robust enough. We were showing up for terms like “DIY plumbing tips” which led to taps but no installs.
• Broad Match Keyword Bloat: Similar to Search Match, our Broad Match keywords within Generic campaigns were casting too wide a net, driving up CPT without proportional install volume.
• Conversion Rate Disparity: The significant difference in conversion rates between Brand/Generic and Discovery campaigns highlighted a need for more precise audience refinement in the latter.

Optimization Steps Taken (Week 3-6)

This is where the real work began. We implemented several key changes:

1. Aggressive Negative Keyword Expansion: We downloaded the search term reports for all Discovery and Broad Match campaigns every 48 hours. Any term that wasn’t directly related to hiring a service provider (e.g., “how to fix a leaky faucet,” “plumbing school,” “free estimates”) was added as an exact match negative keyword. Within two weeks, our negative keyword list grew by over 300 terms. This alone cut wasted spend in Discovery campaigns by 18%.
2. Bid Adjustments by Campaign Type: We reduced bids on Discovery campaigns by 20% to conserve budget while we refined our negative keyword list. Conversely, we slightly increased bids (5-10%) on our top-performing Exact Match keywords in Generic campaigns to capture more impression share.
3. Creative Set Refinement: We tested new call-to-action (CTA) buttons within our Creative Sets, finding that “Get a Quote” significantly outperformed “Learn More” for service-based apps. This boosted conversion rates by another 8% in certain ad groups.
4. Audience Refinement: For Discovery campaigns, we layered on audience segments, targeting users who had previously downloaded other local service apps (even if they hadn’t opened them recently). We also experimented with device targeting, focusing on newer iOS versions (16.0+) which tend to be on more engaged devices, based on our internal data.
5. Automated Budget Allocation: Using the Apple Search Ads API, we developed a simple Python script to automatically shift a small percentage of daily budget (up to 5%) from underperforming ad groups (CPI > $5) to overperforming ones (CPI < $3). This ensured our budget was always working hardest for us.

Final Performance Metrics (End of Week 6)

Our final CPI of $2.11 was outstanding, significantly beating our $5 target. We acquired 37,500 installs, more than double our initial goal, on a slightly over budget spend. More importantly, our 7-day ROAS for service bookings hit 21%, comfortably surpassing our 15% target. This was primarily driven by the improved efficiency of our Discovery campaigns and the sustained performance of our Exact Match efforts. The automation of budget allocation was a game-changer; it allowed us to react to performance shifts in near real-time, something that would be impossible manually.

One editorial aside: many marketers treat Search Match as a “set it and forget it” campaign. This is a catastrophic error. It demands constant vigilance and negative keyword additions, especially in the early stages. If you’re not adding negatives daily for the first few weeks, you’re just burning cash. Nobody tells you how much grunt work is involved in making “automated” campaigns actually work! For more on optimizing your ad spend, check out our insights on stopping wasted ad spend and maximizing your budget. Another key aspect of app growth is understanding overall app growth strategies for soaring in 2026.

Conclusion

The ConnectLocal campaign unequivocally demonstrated that a meticulous, data-driven approach to Apple Search Ads, coupled with highly localized creative and continuous optimization, yields exceptional results. Focus on granular campaign structures, prioritize aggressive negative keyword management, and never underestimate the power of highly relevant creative assets to drive down costs and boost conversions. To further boost your app’s performance, consider how App Store Optimization can complement your paid acquisition efforts.