Your ASO and ASA Teams Are Fighting Each Other.
Let's Fix That.
Most apps run App Store Optimization and Apple Search Ads separately. The result? You bid on keywords you don't rank for, rank for keywords you don't bid on, and waste budget on both sides.
The Conflict Nobody Talks About
You're bidding on keywords you don't rank for
ASA team targets "productivity app" at $3.50 CPI. ASO team ranks #47 for it. You're paying for traffic you could get organically if you optimized for the right terms.
You're ranking for keywords you don't bid on
ASO team ranks #2 for "task manager" (15K searches/month). ASA team doesn't bid on it because "CPI is too high." You're leaving impression share on the table.
Your creative strategies conflict
ASO optimizes screenshots for Feature A (your differentiator). ASA tests creative for Feature B (better conversion rate). Users see different value props depending on how they find you.
Teams don't talk, data doesn't connect
ASO reports organic impressions up 40%. ASA reports paid CPIs up 25%. Nobody asks: "Are we bidding against our own improved rankings?"
This isn't an ASO problem or an ASA problem. It's an integration problem.
How ASO + ASA Should Work Together
When aligned, organic and paid compound. You defend strong rankings with low bids, test new keywords with ASA before committing ASO metadata, and use creative learnings from both to improve conversion across the board.
✅ Unified Keyword Strategy
Map every keyword to either ASO (strong rank, defend organically) or ASA (test with ads, promote to ASO if performance justifies). No overlap, no conflict.
Example: You rank #2 for "note taking app" — don't bid on it, let organic traffic compound. You rank #28 for "digital notebook" — bid on it with ASA to capture traffic while you build organic rank.
✅ Creative Reinforcement
Test creative variations in ASA (faster iteration, clearer attribution). Apply winning variants to ASO screenshots. Consistent value prop across organic and paid.
Example: ASA tests show Feature X creative converts 18% better than Feature Y. Update ASO screenshots to lead with Feature X. Both channels benefit.
✅ Data Feedback Loop
ASA keyword performance informs ASO metadata updates. ASO ranking changes trigger ASA bid adjustments. Weekly sync, not quarterly fire drills.
Example: ASO rank for "productivity tool" improves from #15 to #5. ASA team lowers bid by 40% and reallocates budget to other keywords. CPI drops, coverage expands.
✅ Team Handoff Framework
Clear ownership rules: who owns which keywords, when to escalate conflicts, how to share learnings. No more "I didn't know you were doing that."
Example: Rule: ASO owns keywords ranked top 5. ASA owns keywords ranked below 10. Overlap zone (ranks 6-9) requires weekly review and joint decision.
What You Get
A 4-6 week engagement to align your ASO and Apple Search Ads strategies into one compounding growth system.
Keyword Conflict Audit
Full analysis of your current ASO rankings and ASA bidding strategy. Identify every conflict, overlap, and missed opportunity.
Deliverable: Spreadsheet mapping every keyword to ASO rank, ASA bid, CPI, and recommended ownership (ASO/ASA/Both/Neither).
Unified Keyword Strategy
Clear rules for which keywords belong to ASO, which to ASA, and how to handle the overlap zone. Includes metadata recommendations and bid strategy adjustments.
Deliverable: Keyword allocation plan with ASO metadata updates, ASA bid changes, and expected impact on installs + CAC.
Creative Alignment Framework
Process for testing creative in ASA and applying learnings to ASO. Includes screenshot testing roadmap and value prop consistency guidelines.
Deliverable: Creative testing calendar with ASA experiment setup, ASO update trigger rules, and conversion tracking framework.
Data Feedback Loop Setup
Weekly review cadence with clear triggers for when ASO changes should affect ASA bids and vice versa. Automated alerts for ranking shifts and bid conflicts.
Deliverable: Monitoring dashboard (spreadsheet or tool integration), weekly review template, and escalation rules.
Team Handoff & Training
Workshop with your ASO and ASA teams to walk through the new framework, answer questions, and ensure everyone knows their responsibilities.
Deliverable: 90-minute training session, ownership decision tree, and conflict resolution playbook.
What Changes After Integration
Before
- ❌ Bidding on 200 keywords, ranking for 150 different ones
- ❌ ASA CPIs climbing, ASO traffic flat
- ❌ Teams optimize separately, no shared learnings
- ❌ Creative tests in ASA never inform ASO updates
After
- ✅ Unified keyword map: ASO owns top ranks, ASA tests new terms
- ✅ Organic and paid compound instead of compete
- ✅ Weekly sync with clear escalation triggers
- ✅ Creative wins in ASA automatically update ASO
Typical impact: 15-25% reduction in blended CAC, 20-40% increase in total installs (organic + paid).
Who This Is For
✅ Good Fit
- • Running both ASO and Apple Search Ads actively
- • ASA spend is $10K+/month
- • You suspect overlap or conflict between ASO and ASA
- • ASO and ASA are managed by different people/teams
- • You have ASO rankings and ASA campaign data to share
❌ Not a Fit
- • You're only running ASO or only running ASA (not both)
- • ASA spend is under $5K/month (too early for deep integration)
- • You need someone to execute ASO or ASA (I deliver strategy, not execution)
- • You want a one-time fix (integration requires ongoing alignment)
Common Questions
Why integrate ASO and Apple Search Ads?
Most teams run ASO and ASA separately, which creates conflicts: bidding on keywords you don't rank for, ranking for keywords you don't bid on, and misaligned creative strategies. Integration turns these into a compounding system where organic and paid reinforce each other.
How long does ASO + ASA integration take?
4-6 weeks for initial setup: keyword conflict audit, unified strategy, creative alignment, and team handoff frameworks. Ongoing optimization continues monthly.
Do you handle execution or just strategy?
I deliver strategy, frameworks, and prioritized action plans. Your team executes. If you need execution support, I can recommend agencies or freelancers who work the way I do.
What data do you need access to?
App Store Connect (for ASO rankings and organic metrics), Apple Search Ads account (for campaign performance, bids, and keyword data), and ideally your MMP (AppsFlyer, Adjust, etc.) to see post-install behavior by source.
What's the difference between this and a Growth Diagnostic?
A Growth Diagnostic covers the full mobile growth system (acquisition, store, product, monetization). ASO + ASA Integration is a focused engagement specifically on aligning your organic and paid app store strategies. If you're unsure which you need, book a discovery call and I'll help you figure it out.
What if we're also running Google Play and Google Ads?
The same integration principles apply to Google Play (ASO) + Google App Campaigns (UAC). I can include Android in the engagement if you're running both platforms. Just mention it on the discovery call.
Stop Fighting Yourself. Start Compounding Growth.
Book a free discovery call. We'll review your ASO + ASA setup and I'll tell you if integration makes sense for you.
Book Discovery CallFree 30-minute call. No hard sell. If I can't help, I'll tell you.