Our iOS CAC keeps climbing and the usual channels aren’t performing like they used to.
What’s actually working for you right now? Apple Search Ads optimization feels like throwing money at a wall.
Cross promotion with similar apps works if you can find the right partners. We swap ad placements sometimes.
Focus on organic content. It builds trust over time.
Referral programs are underrated but work well on iOS because users trust recommendations from friends. Set up a simple reward system where both sides get value. I’ve seen apps cut CAC by 40% once referrals start flowing. Also look at your retention metrics by traffic source. You might find one channel brings cheaper users but they churn faster. Sometimes paying more upfront for quality traffic beats chasing low CAC numbers that don’t convert to revenue.
Creative fatigue kills campaigns faster than anything else right now. I rotate ad sets every 2-3 weeks and test completely different angles - not just new images but different value props.
TikTok ads have been solid for me lately, especially for apps targeting under 35. The CPMs are still reasonable and you can test creative concepts cheaply before scaling.
Also worth looking at your onboarding flow. I’ve seen 20-30% improvements in LTV just by tweaking the first user experience. Sometimes the acquisition isn’t the problem - it’s what happens after install.
Apple Search Ads can work but you need to go super specific with keywords and constantly pause the ones bleeding money.
I focus more on organic ASO now because it compounds over time. Get your keywords right in the title and description, then push for real reviews from users who actually use the app.
Influencer partnerships work too if you find people whose audience matches your target users.