42.86% Conversion Rate on Apple Search Ads
How systematic campaign management with proprietary PKEI scoring turned search intent into efficient, scalable installs.
- meditation journal 94
- mindful breathing 81
- sleep wind-down 68
Yes — you can compete in the App Store's most crowded paid category without outspending Calm or Headspace, by being smarter about which keywords you back. StillMind's Apple Search Ads reached a 42.86% conversion rate using a proprietary Paid Keyword Effectiveness Index (PKEI) and a Discovery-to-Category graduation funnel — exploratory spend earns its way into dedicated budget only after it proves out.
The edge: PKEI scores conversion rate, tap-through rate, cost efficiency, and organic-ranking alignment together — not CPA alone — so paid and organic compound each other instead of competing for the same euros.
Competing in the Most Crowded Category
StillMind needed to scale paid acquisition in the meditation app category — one of the most competitive on the App Store. Calm, Headspace, and Insight Timer dominate paid placements with massive budgets. We needed a system that could compete efficiently, not just expensively.
The goal: find high-converting keywords that established players overlooked, and build a campaign architecture that compounds intelligence over time.
Proprietary PKEI Campaign Management
We built an Apple Search Ads management system with our proprietary Paid Keyword Effectiveness Index (PKEI) at its core. Unlike basic CPA optimisation, PKEI factors in conversion rate, tap-through rate, cost efficiency, and organic ranking data from our ASO system.
Combined with a systematic Discovery-to-Category graduation funnel, it turns exploratory spend into optimised, high-converting campaigns.
From Discovery to Conversion
Discovery Campaign
Broad match and Search Match keywords cast a wide net across the meditation space. Low individual bids, but high collective intelligence. Every search-term report reveals what real users actually type.
PKEI Scoring
Each keyword scored by our composite index. Not just CPA — but conversion rate, tap-through rate, cost efficiency, and organic ranking alignment. Keywords with organic presence get a 1.5× relevance multiplier.
Graduation Funnel
Discovery keywords that meet all thresholds (impressions, conversion rate, PKEI score, CPA) graduate to the Category campaign. This ensures only validated performers get dedicated budget.
Systematic Negation
We scan search-term reports for junk, navigational, and irrelevant terms. Provia, Zelda Notes, Sleep Number — all caught and negated before they could burn budget on irrelevant clicks.
Optimisation in Practice
Bid Intelligence
Conservative entry bids (EUR 0.40–0.60), incremental increases (10–20% per cycle). The "guided meditation" keyword went from EUR 1.10 to EUR 1.60 — producing an 18.7× increase in impressions while maintaining conversion.
Cross-Channel Multiplier
PKEI's relevance multiplier rewards keywords where organic and paid align. When ASO shows we rank well for a term, the paid campaign knows that keyword converts because user intent matches app positioning.
Progressive Reporting
Each weekly check-in advances the narrative rather than restating the full picture. The system tracks what changed, what it means, and what to do about it.
Append-Only Audit Trail
Every bid change, keyword addition, negation, and graduation logged in a campaign ledger. Pre and post metrics. Approval status. Complete accountability.
Paid and Organic Working Together
Apple Ads surface search terms that real users type — including terms you'd never think to target organically. "Anxiety relief breathing exercise" converting at high rates becomes a strong signal for ASO keyword strategy.
Meanwhile, ASO rankings reduce the need for paid spend on terms where organic visibility already delivers. The two channels form a flywheel: paid discovers, organic sustains, and both compound the intelligence of the other.
This bidirectional flow is why we run both systems together. See how the organic side works in our StillMind ASO case study.
What This Proves
Beyond CPA Optimisation
Basic CPA management leaves value on the table. PKEI's composite scoring identifies keywords that compound growth across both paid and organic channels.
Discovery Fuels Category
The systematic graduation funnel eliminates guesswork. Every keyword in the Category campaign has proven its value through real data. No premature optimisation.
We Spend Our Own Money
These are real campaigns spending real euros on our own app. Every optimisation decision is one we've validated with our own budget. When we recommend this system to clients, we're recommending what we trust ourselves.
Apple Search Ads Questions, Answered
What is PKEI scoring?
PKEI — our Paid Keyword Effectiveness Index — scores each keyword on conversion rate, tap-through rate, cost efficiency, and organic-ranking alignment, not CPA alone. Keywords with organic presence get a 1.5× relevance multiplier, so paid spend follows genuine intent.
How does the Discovery-to-Category funnel work?
A broad Discovery campaign casts a wide, low-bid net and learns what users actually type. Keywords that clear every threshold — impressions, conversion rate, PKEI, CPA — graduate to a dedicated Category campaign. Only validated performers get committed budget.
Can you run Apple Search Ads efficiently on a small budget?
Yes. Conservative entry bids (EUR 0.40–0.60) and incremental 10–20% increases per cycle keep spend disciplined, while systematic negation stops budget leaking on junk and navigational terms.
How do paid ads and ASO work together?
They are one system. Paid discovers high-intent search terms that feed ASO keyword strategy; strong organic rankings reduce the need to pay for terms you already win. PKEI's relevance multiplier rewards the overlap.
Want These Results for Your App?
We built this Apple Ads system for ourselves. Now we use it for clients. Get a free campaign audit and see where our optimisation would improve your conversion efficiency.