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 6 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.
Delegate With Confidence
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 two years at Mediabrands, a media group in the global top 6, and more than 100 companies supported. Now freelance, working directly with my clients.
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.
Choosing well
Few people run this platform day to day. Here is how to recognize those who do.
On Apple Ads, your ad is your App Store product page. Bidding before you have worked on it is like paying for the best shelf in the shop for a product with no label: the spot is good, and nobody understands what you sell. The rule I apply fits in one line: the product page first, the bid second. Here are four checks to choose the person you trust with your account.
Screenshots, subtitle, language, reviews: the product page is what turns a tap into an install. Someone who talks about bids before looking at your page is working on the part of the journey that weighs the least.
An install attributed by Apple Ads and a conversion from a Google App campaign do not count the same thing: Apple counts a download verified by the App Store, a measurement tool counts the first open of the app. I do not recommend adding them up in one total: each platform is read with its own measurement, then compared on what users do in the app.
In many setups, the person who sells the work is not the one who launches the campaigns. Ask who touches the account, how often, and with what seniority. Here the answer is simple: me, and no one else.
The Apple Ads account is opened with your Apple Account and your billing, and I work in it as an invited user, with a role you choose. You keep the history, the reports and control over access.
Applied to my own profile: Google Partner certification you can check in the official directory, five years of Paid Media including two at Mediabrands, more than 100 businesses supported, and a single person operating your account. On Apple Ads, I currently support iOS app publishers, from an educational app studio to an artificial intelligence app, alongside their Google App campaigns.
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.
By your side at every step, for an experience without friction.
Delegate With ConfidenceA 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.
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.
A short form: your website, your budget, your goal. Two minutes, no more.
We look at your account together and I tell you straight what's achievable, and what isn't.
The first levers identified, whether you work with me afterwards or not.
Growth partner
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Théo MaupiléFreelance Paid Media
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