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App marketing for your iOS app: from keyword to paywall

App marketing starts once your app is in the App Store: you want people to find it, download it and pay for it. If you only advertise, you may pay for taps without knowing what they bring in.

You get help with your keywords, screenshots, Apple Ads and paywall. I do that work for my own apps too; you find them further down. Start with a free check of your App Store page: one A4 page by e-mail.

Ask for your free App Store check See the work on eleven apps first

Free. You get one A4 page by e-mail; what you do after that is up to you.

Or call: +31 6 3472 0079

Does this sound familiar?

  • My app is in the App Store, but people who search for it do not find it.
  • I have put money into advertising and do not know what it brought in.
  • People do download the app, but hardly anyone takes out a subscription.
  • Which keywords and which screenshots work best? No idea.

What you get: findability, Apple Ads and subscriptions

Promoting your app starts in the place where people look for it: the App Store. The work there is called App Store optimisation (ASO). Not every app needs all of it: your proposal states which parts suit your app.

What you get What it does for you
Keywords people can find your app by You get the words people search for when they need an app like yours. They go into your name, your subtitle and your keyword field. Where that puts you is up to Apple: nobody can promise you a position.
Screenshots that show what your app does You get a new set: which screens come first and which short line goes with each. The first images appear in the search results, unless you have a preview video. That is where someone decides whether to look further.
Custom product pages (CPPs) per audience Besides your regular page, the App Store lets you make extra product pages, each with its own images and its own link. You get them for the groups you want to reach, connected to the ads that go with them.
Tests of your product page (product page optimization) In App Store Connect, Apple’s console for your app, you can test versions of your page against each other. Such a test is set up for you, with the outcome explained. If the difference is too small to conclude anything, you hear that too.
Apple Ads campaigns where you see what they cost With Apple Ads your app can appear above the search results; you pay per tap. You see per keyword what it costs and, once your app measures it, what it brings in. If a keyword costs more than it brings in, you are advised to pause it.
Your subscriptions and your paywall A download is not revenue yet. For the screen where your app asks for payment, you hear what I would change and why: your offer, your price and your trial period.
One point of contact The person you speak to on the phone is also the person who works in your account. You do not have to pass anything on to someone else.

How to check that I can do this: eleven apps in the App Store

Each row below opens the App Store page of an app I own and run. You see the name, the subtitle and the images there: the kind of work your app gets too.

See the developer page in the App Store

If you open the US developer page, you see one app fewer: ELTI is in the Dutch and Belgian App Store only.

The images come from each app’s page in the App Store.

Ratings you can check yourself, in the US App Store on 7 October 2026: Measure 4.8 (108 ratings) and Amsterdam Audio Stories 4.6 (200 ratings). The other apps have fewer than 100 ratings there, so no score is given for them.

  • Keywords and screenshots

    What this gives you: you judge the keywords and images on these pages yourself, before you decide anything. I do that work for these apps myself.

  • Product pages and tests

    I make custom product pages and test versions against each other for these apps too; your page can get the same approach.

  • Apple Ads

    Your campaigns are run by the person who runs, and pays per tap for, the Apple Ads campaigns of these apps.

  • Subscriptions and paywalls

    Advice on your payment screen comes from practice: I work with subscriptions and paywalls in my own apps.

  • Earlier

    Where the experience comes from: Marketing Director at Tech Company from 2021 to April 2025, full-time on Toss it Online since April 2025.

  • What you will not find here

    Figures on downloads or revenue: not for these apps and not as a promise for yours. What you can check is above: eleven pages in the App Store and two ratings with their date.

See all the work: apps and websites

How it works, from your first message to after the work is done

  1. You send the link to your app

    Ask for the free App Store check and add the link to your app. Nothing more is needed for now.

  2. You get one A4 page by e-mail

    The check covers your App Store page: the name, the subtitle and the images. What stands out reaches you by e-mail on one A4 page. Your Apple Ads account and your subscription figures stay out of it until you give access yourself.

  3. You get a proposal

    After a few questions about your app you get a proposal. It tells you what happens, which access is needed and what it costs. Only then do you decide.

  4. The work happens in your accounts

    You invite me to App Store Connect and, for advertising, to Apple Ads. You do not share a password. You see changes to your page before they are submitted.

  5. Afterwards, everything stays yours

    Your accounts, your page and your campaigns stay yours, and you can withdraw the access again. If you want me to keep an eye on things afterwards, that is in your proposal.

Ask for your free App Store check

What does app marketing cost?

App marketing is custom work, so the price is on request. You see no figure here, because the price depends on where your app stands and which parts you need. You get a proposal with the price before you decide anything.

What the price depends on

This makes it cheaper

  • One country and one language
  • Keywords and copy only
  • A single round with written advice
  • Without Apple Ads
  • Your subscription side stays as it is

This makes it more expensive

  • Several countries, each with its own keywords and images
  • New screenshots and custom product pages as well
  • Ongoing work on tests and campaigns
  • With Apple Ads campaigns set up and kept track of for you
  • Work on your subscription and your paywall as well

Your advertising budget is separate from that. It is money that goes to Apple, and you decide how much it is. As long as it is not clear what a tap brings you, the advice is: start small.

Ask for your free App Store check

Or call: +31 6 3472 0079

Questions about app marketing

Can you promise that my app will get more downloads?

No. Which place your app gets in the search results is up to Apple, and whether someone downloads it is up to that person.

What you do get: the work, done the way I do it for my own apps. And you see what was changed and why.

What is the difference between App Store optimisation and Apple Ads?

App Store optimisation is work on your own page: the name, the keywords and the images. It lets you be found without paying per visitor. With Apple Ads, formerly Apple Search Ads, you bid for an ad placement in the search results and pay per tap.

Whether your ad is shown depends on your bid and on how well your app matches the search. That is why the work starts with your page: an ad sends people to that same page, and if it does not convince them, you pay for taps that do not become a download.

When is advertising with Apple Ads pointless?

When a new user brings in less than that user costs in advertising. You only see that when you put side by side, per keyword, what it costs and what it brings in.

If your app does not measure that yet, I look at that first. If a campaign costs more than it brings in, you hear so, with the advice to pause it.

What do you need to get started?

The link to your app and access to App Store Connect. For advertising also access to your Apple Ads account, and for work on the paywall your subscription figures.

You do not have to share a password. You invite me as a user, with a role that fits the work, and you can withdraw that access again.

Do you also do app marketing for Android apps in Google Play?

No, only for apps on iPhone and iPad: in the App Store and with Apple Ads. The eleven apps you can check on this page are there too.

Do you use AI for this work?

Yes, as a tool for writing and building. I check what you get myself.

Ask for your free App Store check

Add the link to your app; one line about what you are missing is enough. You get one A4 page by e-mail with what stands out on your App Store page. What you do after that is up to you.

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