Guidesto Apple Ads, in plain English.
For people who have shipped an iOS app and never run ads. Every fact about how Apple Ads works links to Apple’s own help pages. Where a number is our own judgment, the page says so.
How much to spend on Apple Ads when you start.
What a tap costs, how Apple's daily budget and 30.4x monthly cap work, how Apple bills you, and a starting budget for a small iOS app.
Apple Ads for beginners: how campaigns are set up.
Campaigns, ad groups and keywords in plain words, the four campaign types, exact and broad match, Search Match, negative keywords and what to leave alone.
Apple Ads words in plain English.
Impression, tap, cost per tap, match types, Search Match, impression share and more, each defined in a sentence or two with why it matters to a small app.
Should you bid on your own app's name?
Why other apps can advertise on your name, the case for and against a brand campaign, and how to test whether it brings downloads you would not get anyway.
Manual bids or Maximize Conversions?
What manual cost-per-tap bids and Apple's automatic Maximize Conversions do, what changed in 2026, and which one suits a small budget.
Why did my Apple Ads stop showing?
Why Apple Ads stop showing, most common first: a declined card, a used-up budget, a pause, a low bid, an ad on hold and more, and how to fix each.
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Comparisons
Written by AdSitter, which is one of the options. Every fact about another company links to its own page, with the date we checked it.
Six ways to run Apple Ads, and which one suits you.
Apple Search Ads, now Apple Ads: do it yourself, Basic, Apple's auto-bidder, a tool, an agency or an AI agent. What each asks of you and who it suits.
AdSitter vs ASA Agent, side by side.
Two AI agents that run Apple Ads for a flat fee per app. Prices, ad spend limits, how each connects, what each aims at and when ASA Agent is the better pick.