In early 2026, Apple Ads will expand the number of ads shown in App Store search results, allowing multiple ad positions per search query, including the current top position. This update will be available on devices running iOS and iPadOS 26.2 and later. Ads can appear in any available position based on factors like bid and auction ranking, with positions varying even within the same campaign. Ads will continue to support default and custom product pages with optional deep links, and billing will remain based on cost per tap or cost per install. Existing search results campaigns will automatically be eligible for all positions, but advertisers cannot select or bid on specific positions. More details will be shared early next year.
Increased Ad Opportunities in Search Results
Search is the primary method for users to find and download apps on the App Store, accounting for nearly 65% of downloads directly after a search. To provide advertisers more chances to drive downloads, Apple Ads will introduce additional ads across search queries in 2026. Advertisers do not need to modify campaigns to be eligible for new positions; ads will appear either at the top or further down in search results. The ad format remains consistent across positions, using default or custom product pages and optional deep links, with billing based on the advertiser’s pricing model.
Ad Creation and Customization
Ads are created from the app’s product page by default, but advertisers can create variations using custom product pages in App Store Connect. These variations allow alignment of ad creatives with specific audiences and keyword themes. Custom product pages can include deep links directing users to specific parts of the app. Deep links for search results ads are supported on devices running iOS or iPadOS 18 and later.
Matching Ads to Search Queries
Search results campaigns use keywords to match ads to relevant user searches. Advertisers can select their own keywords or use Apple’s suggestions. Apple’s technology matches user search terms with promoted apps, achieving over a 60% average conversion rate for top search ads. Whether an ad appears over competitors depends on a combination of app relevance to the search query and the keyword bid amount. Ads for irrelevant apps will not be shown regardless of bid, as Apple Ads prioritizes both relevance and bids, excluding poorly matched apps from auctions.
