Manage Apple Search Ads manual bids and keywords.

Start with the campaigns you already have

Import your live setup rather than rebuilding a working account. Check which campaigns are enabled, which countries they target and what each keyword is bidding. A daily budget is a spending allowance, not a prediction of what the campaign will spend.

Manual bids give you control over maximum cost per tap. A target cost per acquisition is a different business constraint: the conversion rate between taps and installs or purchases affects how much you can afford per tap. There is no universal bid that fits every app and country.

Separate known intent from discovery

Exact-match keywords let you focus on specific search intent. Search Match and broad-match discovery can reveal additional searches, but they need their own performance review. Keep the discovery test small enough that it does not consume the budget intended for your core terms.

A discovered term is a candidate, not automatically a winner. Examine relevance, taps, installs, cost and attributed revenue where available. A converting query may be worth testing as exact; an irrelevant query may belong in negatives. Neither decision should rely on a single isolated conversion.

Diagnose the bottleneck before raising budget

If a campaign barely spends, first inspect eligibility, keywords, bids and reporting freshness. If it spends but does not convert, review search intent and the App Store page. If it gets installs but little paid revenue, investigate onboarding, the paywall and attribution coverage.

Use AdsBuddy's review to check the campaign, country, keyword and before-and-after values. After applying, leave a clear observation window before making another strategic adjustment. Budget increases only make sense when the evidence and your spending limits support another test.

Setup details

• Import existing Apple Ads campaigns
• Campaign setup and management

Explore related workflows

• Apple Ads automation
• RevenueCat and Apple Ads ROAS