Apple Ads · formerly Apple Search Ads
Apple’s advertising platform, on the App Store side. I handle keywords, bids, product pages and install measurement.
I am Théo Maupilé, a freelance Apple Ads consultant based in Barcelona, trained in a top 5 global advertising group. I support iOS app publishers on Apple Ads, formerly Apple Search Ads, alongside their Google App campaigns: keywords, bids, product pages and install measurement. Every engagement is priced per project, after a review of the account.
A Partner By My Side
Who I am
I'm your growth partner. You work with the person who manages your bids, and who sees your marketing channels as one whole, connected to your landing page, your positioning, your offer and the innovation in your market. Together, we build an acquisition system made to last.
Five years of Paid Media, including one year at Mediabrands, a media group in the global top 5, and more than 100 companies supported. Now freelance, working directly with my clients.
Client reviews
Reviews published on Malt and LinkedIn, with the company logo: you can trace them back.
He's incredibly skilled, proactive, and always goes the extra mile to deliver top-quality work. His deep knowledge of Google Ads and his strategic mindset make him a key asset in any project. Théo is not only highly professional and detail-oriented, but also genuinely attentive and pleasant to work with.
Theo and I worked very closely to deliver ads management services for our clients. Theo is very collaborative and produces very high quality work. Theo is a great partner and is easy to work with. I highly recommend Theo.
Read the client reviews (5/5) →
These engagements cover Google Ads and Meta Ads: see my freelance Google Ads work.
Career
Three steps, one specialty: online advertising managed for profitability.
Before 2021 – 2023
Google Ads specialist, official Google project
Trained on Google’s official best practices and on Google Ads betas, I managed campaigns for 40 companies and marketing agencies in the French-speaking market.
Then 2023 – 2024
Paid Media expert for Google Ads and Amazon Ads, a global top 5 media group
Over €400,000 in annual budget managed for luxury, automotive and e-commerce brands.
Today since 2023
Growth partner, working directly with my clients
More than 100 companies supported, budgets from €750 to over €100,000 per month, 61 five-star reviews on Malt and LinkedIn.
Growth partner
A campaign works at its best when everything around it works with it. These are the six areas I work on with my clients.
Every market follows the innovation adoption curve: a few pioneers, then the early adopters, then the majority. Each group buys for a different reason: the first ones want a head start, the majority wants proof.
My role: I place your customer on this curve, then compare your offer with what your market already provides. Together, we turn your difference into a message that speaks to the right part of the curve.
Algorithms learn like a student: with the right answer key, they improve fast. That answer key is your conversion data.
My role: I make your tracking reliable and send your real sales back to the ad platforms. I recommend starting here, because every other lever builds on it.
Behind every click there is a human being, with emotions and mental shortcuts. Many of our choices come from intuition, and reason comes afterwards to justify them.
My role: I start from your customer's buying psychology: what reassures them and what makes them act. I use proven mechanisms, such as social proof or the way an offer is framed, in your ads and on your page.
The click is bought, the page converts. Your page is a salesperson talking to all your visitors at once: every friction you remove makes your whole budget more profitable.
My role: I rank the friction points on the page that receives the click by what they cost. My recommendation starts with the first one to fix, the one that pays back fastest.
Advertising and AI tools change every month. Well chosen, they save hours and give you an early edge in your market.
My role: I explore for you. I test new features as soon as they ship, and your campaigns adopt the ones that have proven themselves. You get the right choice, with the reason behind it.
A good decision made once gives one result. Turned into a system, it runs every month and improves each time, like compound interest.
My role: I turn what works into a repeatable routine, with automated checks and regular reports. Your growth then rests on a method.
Pick a lever to see how I work on it.
The platform today
Four facts published by Apple, worth knowing before you open an account.
Facts published by Apple on ads.apple.com, read on 21 September 2026. These are not campaign results: I will publish performance averages for this platform when I have a sample that makes them honest.
In the App Store, a search is an intent to install. I structure campaigns by keyword family: your brand, your category, your competitors, and discovery. Each family has its own bid and its own goal, because a tap on your brand and a tap on a competitor’s brand do not have the same value.
Apple Ads Advanced is paid per tap, up to a maximum price we set, with a daily budget per campaign. I set bids family by family, and I move budget to the keywords that bring users who stay.
The ad reuses your App Store product page, or a custom product page created in App Store Connect. This is where the creative work happens: screenshots, subtitle and message aligned with what the person has just searched for.
Apple offers two complementary measurements: its attribution API AdServices, and AdAttributionKit. Your mobile measurement tool reads either one, with your permission. I link installs to what happens next in the app, to judge a keyword on the users it brings and not only on its cost per install.
Apple Ads · United Kingdom
On the App Store, your ad follows the person’s path: the Today tab when they open it, the Search tab, the results, then the bottom of product pages. Over 850 million people visit the App Store every week, according to Apple. Tap a placement to see where it appears.
DiscoveringApp Store · Today tab
They open the App Store and land on the Today tab. Your ad shows your app name, icon and subtitle, and leads to a custom product page.
Where Your Ad Appears
Source: Apple Ads, ads on the App Store, read on 16 October 2026.
SearchingApp Store · Search tab
They tap Search to find an app. Your ad shows at the top of the tab, before they even type a word.
Where Your Ad Appears
Source: Apple Ads, ads on the App Store, read on 16 October 2026.
SearchingApp Store · search results
They have typed what they are looking for. Your ad appears at the top of the results, triggered by the words they just wrote.
Where Your Ad Appears
Source: Apple Ads, ads on the App Store, read on 16 October 2026.
ComparingApp Store · bottom of product pages
They read an app’s page and scroll to the bottom. Your ad is waiting there: across all app categories, or only the ones you choose.
Where Your Ad Appears
Source: Apple Ads, ads on the App Store, read on 16 October 2026.
In practice
One campaign per keyword family: brand, category, competitors, discovery. The structure is decided at the start, because it is what makes the reports readable three weeks later.
Keyword selection, match types, and a regular review of search terms. What the discovery campaign finds becomes an exact keyword, what does not convert becomes a negative.
Maximum price per tap by keyword, daily budgets by campaign, and the split between countries when your app targets several markets. I measure the real volume of a market before setting an amount.
With you or your product team: which pages to create in App Store Connect, for which keyword families, with which screenshots. One page per intent, and ad variations that point to it.
The three placements outside search results reach people before or during their visit. I open them once search is profitable, with a separate budget to read what each one adds.
Connecting Apple’s attribution to your mobile measurement tool, the in-app events that matter for your model, and one reading table that keeps Apple Ads and Google side by side, each with its own numbers.
To avoid
Three of them happen before the first bid.
On Apple Ads, the creative is the product page. On one account I support, 40 % of the budget targeted a country where the page existed only in English: it was the first risk I noted, before any talk about bids. A paid tap that lands on a page in the wrong language is a lost tap.
Brand, category and competitors in the same basket give an average that means nothing. A brand keyword almost always converts, a competitor keyword much less: mixed together, the first hides the second and you no longer know where your budget goes.
Apple Ads Basic asks for no keywords and returns none: you pay per install, in search results only. It is a good start for a small budget, but what you see there tells you nothing about the keywords that will work on Advanced.
Two platforms, two ways of counting an install. My recommendation is to compare on what users do in the app, platform by platform, and never to present one install total that adds the two.
How it works
A simple, smooth process is what produces results.
A read of your App Store product page, your markets and your current measurement. You leave with a clear decision: we launch now, or we first fix a specific point on the page or the tracking.
Campaigns by keyword family, starting bids, custom product pages where they add something, and attribution connected before the first euro.
Search term reviews, bid adjustments, opening the other placements, then scaling at the pace your business model allows.
Commitment
I offer to work with or without a commitment, because each option has its advantages depending on the moment.
The work continues as long as it makes sense for you.
The Benefits
Good To Know
Visibility builds month by month, with a strategy planned in shorter cycles.
We set a length together from the start, for more stability.
The Benefits
Good To Know
The agreed term runs to its end, with less room to change course if your priorities shift along the way.
Each option has its moment. I am open to both, and we discuss it together at the quote stage.
Either way, for a first launch or a first campaign test, I recommend 2 to 3 months minimum, to gather as much data as possible before judging how well an account or a campaign performs.
FAQ
What businesses ask me before launching their app on Apple Ads.
Apple Search Ads is the former name of Apple Ads, Apple’s advertising platform on the App Store side. Apple renamed it in April 2025, because the platform now reaches beyond search results: on the Advanced solution, it covers four placements (Today tab, Search tab, search results, product pages). Your ad is your App Store product page: it’s built from what you’ve published there, or from a custom product page.
On Apple Ads Advanced, you pay for each tap on your ad, up to a maximum price you choose, with a daily budget per campaign; on Apple Ads Basic, you pay per install. So on Advanced, you’re buying the tap, and it’s your App Store product page that turns it into an install. Before setting an amount for a market, I measure its real volume. As for my own work, it’s priced per project, after an account review.
I set up Apple Ads in this order: the App Store product page first, the bid second. The account is opened with your Apple Account and your billing, and I work in it as an invited user, with the role you choose. After reviewing your product page, your markets and your current measurement, we decide: launch now, or first fix a specific point on the page or the tracking. Then I connect attribution before the first euro and, on Advanced, I create one campaign per keyword family: brand, category, competitors, discovery.
On the App Store, a search is an intent to install: Apple Ads places your app in the results for the keywords that matter to you. I start with your product page, because on Apple Ads, the ad is the page. Then come one campaign per keyword family (brand, category, competitors, discovery) and attribution set up before the first euro.
The brand campaign keeps you visible on your own name: on these searches, the conversion rate is almost always high, and the campaign deserves its own bid and budget. I keep it separate from the category, competitor and discovery campaigns, so the average of one doesn’t hide the results of the others.
On Apple Ads, the creative is the product page: screenshots, subtitle and message. Custom product pages, created in App Store Connect, align the page with what the person just searched for, with one page per intent. I prepare them with you or your product team, and ad variations point to them.
The two complement each other, and each platform counts an install in its own way. My recommendation is to compare them on what users do next in the app, platform by platform, with a reporting view that keeps Apple Ads and Google side by side, and never to present a total that adds the two together.
Before bidding, the product page must exist in the country’s language. On an account I support, 40% of the budget targeted a country where the page only existed in English: a paid tap landing on a page in the wrong language is a wasted tap. I then measure the market’s real volume before setting a budget there.
Basic is a good start for a small budget: you pay per install, in search results only, without choosing keywords. Since it reports none, what you see there says little about the keywords that will work on Advanced. The switch is prepared with a structure by keyword family and attribution in place, so you can read from the start what each family brings in.
Apple offers two complementary measurements, its AdServices attribution API and AdAttributionKit, read by your mobile measurement tool with your consent. I link installs to what happens next in the app, to judge a keyword on the users it brings, not only on its cost per install.
A short form: your website, your budget, your goal. Two minutes is all it takes.
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
We start building your strategy from everything you have shared with me.
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Growth partner
Positioning, acquisition, innovation: together we build a lasting growth system.
Théo MaupiléFreelance Paid Media
Google PartnerSuperMalter
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