White Noise

White Noise and Deep Sleep Sounds triples its listeners.

The White Noise and Deep Sleep Sounds app struggled to rise above the noise until an Apple Search Ads campaign tripled both the number of daily downloads and paid version purchases. With acquisition costs below 50 cents, getting the family business off the ground is child’s play.


  • Increase visibility and drive downloads.
  • Attract quality users who leave positive reviews.
  • Drive conversion rates from free to paid app.


  • Multiple ad groups and Search Match.
  • Refine keywords based on Search Match results.
  • Campaigns to promote multiple apps.


  • Tripled the number of daily downloads.
  • Converted three times as many customers from free to paid.
  • Reduced acquisition costs to under 50 cents.

Sleepless nights lead to growing business.

Most parents dread getting a restless baby to sleep, but for Huxley Seidman every parent’s nightmare turned into an app-building opportunity. Seidman launched White Noise and Deep Sleep Sounds — a compilation of soothing sounds and white noise — after countless nap time experiments with his fussy newborn.

When his employer shut down shortly afterward, Seidman turned to full-time app development to support his family. Apple Search Ads offers him an affordable way to promote his apps on the App Store and grow his company, Kitefaster. Now he boasts millions of loyal customers, has three apps published, and more expansion plans around the corner.

“Apple Search Ads was very easy and quick to set up,” he says. “I started by creating an ad group with Search Match turned on, and that definitely found more search terms than I could think of. Later, I set up a separate ad group for popular keywords, and the campaign is proving very effective.”

Quality users post good reviews.

The White Noise and Deep Sleep Sounds app is available for free with a limited run time, or an in-app purchase adds continuous play and additional popular sleep sounds. Seidman monetizes the app through in‑app purchases so attracting engaged users is important.

“There are a lot of apps similar to White Noise and Deep Sleep Sounds with more than eight years of review history so it’s hard for a newcomer like me to compete,” Seidman explains. “Apple Search Ads has increased my app visibility, and in turn the number of positive reviews, and that’s all helping me rank high organically, too.”

Increased revenues support business growth.

Seidman has seen his number of downloads and customers upgrading to the pro version triple since using Apple Search Ads. More than 70 percent of users download his app after tapping his ad, and so far he says his acquisition costs remain below 50 cents.

With this kind of momentum behind them, Seidman and his wife plan to launch other parenting products, and grow their app business.

“Results so far are phenomenal for me,” he says. “Apple Search Ads has been really helpful, especially for a small business such as myself without an ad budget or creative team. Apple Search Ads is definitely helping me reach the right customers as more users are upgrading to the paid version at a higher rate than ever before.”

Results so far have been phenomenal. Apple Search Ads has been extremely helpful, especially for a small business such as myself without a massive ad budget or creative team to focus on advertising.

Huxley Seidman, Kitefaster

Company Snapshot

  • Kitefaster LLC
  • Health & Fitness category
  • Founded in 2015
  • Based in Macon, GA, USA