Apple is expanding ads into App Store search results, giving advertisers more opportunities to reach users who are currently looking to download apps.
Starting March 3, Apple Ads will begin showing more ads per search query in the UK, followed by Japan. The expansion is expected to roll out to all Apple Ads markets by the end of March.
Why do we care. More ad slots in App Store search results mean more chances to win placement—but also more competition for the same high-target queries, which can drive up costs. With no ability to choose placement, performance can vary by location, making creative consistency, keyword strategy, and conversion tracking more important than ever.
What is changing. Until now, search results for Apple ads have shown sponsored placement at the top of the page. Starting in March, multiple ads may appear in a single search query, including the top existing position and the new placement down in the results.
The new placement will be supported on devices running iOS and iPadOS 26.2 and later.
How fitness works. Advertisers don’t have to make changes to access the new inventory. Any search results campaign will automatically be eligible to appear in all available locations.
However, advertisers cannot choose or bid on specific placements. Apple will determine where the ad appears within the search results.
Ad formats and pricing remain the same. Ads will look the same regardless of placement, using the default product page or custom product page. Optional deep links can send users directly to a specific in-app location.
Payment remains unchanged, advertisers pay on a cost per tap or cost per installation basis.
How ads compare to search. Search results ads continue to rely on keywords, selected by advertisers or suggested by Apple. Apple claims that its relevance-based matching provides a more than 60% average conversion rate for high-quality ads.
Placement is determined by a combination of relevance and bid, but relevance is non-negotiable. Apple says ads won’t go into the auction if they don’t strictly match a user’s query — regardless of bid size.
What marketers should be watching. More ad spaces mean more opportunities – but also more competition within the same search results page. Marketers may need to carefully monitor query performance, creative alignment, and conversion rates as the rollout expands globally.
What’s next. The phased rollout will continue in March, bringing more App Store search ads to all Apple Ads markets. For app marketers, it marks a significant shift in how search visibility — and competition — will work within the App Store.
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