Apple is expanding ads in App Store search results, giving advertisers more opportunities to reach users at the moment they’re looking to download apps.

Starting March 3rd, Apple Ads will begin showing additional 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 we care. More ad slots in App Store search results mean more chances to win installs—but also more competition for the same high-intent queries, which could push up costs. With no ability to choose placements, performance may vary by position, making creative relevance, keyword strategy, and conversion tracking more important than ever.

What’s changing. Until now, Apple Ads search results featured a single sponsored placement at the top of the page. Beginning in March, multiple ad positions may appear for a single search query, including the existing top slot and new placements further down the results.

The new placements will be supported on devices running iOS and iPadOS 26.2 and later.

How eligibility works. Advertisers don’t need to make any changes to access the new inventory. Any existing search results campaign will automatically be eligible to appear in all available positions.

However, advertisers can’t choose or bid for specific placements. Apple will decide where an ad appears within search results.

Ad formats and pricing stay the same. Ads will look the same regardless of placement, using either a default product page or a custom product page. Optional deep links can send users directly to a specific in-app destination.

Billing remains unchanged, with advertisers paying on a cost-per-tap or cost-per-install basis.

How ads are matched to searches. Search results ads continue to rely on keywords, either selected by advertisers or suggested by Apple. Apple says its relevance-based matching delivers more than a 60% average conversion rate for top-of-search ads.

Placement is determined by a combination of relevance and bid, but relevance is non-negotiable. Apple says ads won’t enter auctions if they aren’t a strong match for the user’s query — regardless of bid size.

What advertisers should watch. More ad slots mean more opportunities — but also more competition within the same search results page. Advertisers may need to closely monitor performance by query, creative alignment, and conversion rates as the rollout expands globally.

What’s next. The phased rollout will continue through March, bringing additional App Store search ads to all Apple Ads markets. For app marketers, it marks a meaningful shift in how search visibility — and competition — will work inside the App Store.

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About the Author

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live and host of weekly podcast PPC Live The Podcast.

She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.