On the Ads dashboard within your Today tab ad group, you can do all of the following:
Create new ads
that take users to approved custom product pages you’ve set up in App Store Connect. Before your ad can run on the Today tab, your app icon, name, subtitle, and custom product page assets will need to be reviewed and approved by Apple Search Ads.
How to change the tap destination and background assets for a Today tab ad
To update an ad’s tap destination and background assets, you’ll need to create a new ad and select the new custom product page where you want to take users who tap. Remember that the custom page you use must be localized in the default language of the country or region where your campaign will run. And that the custom page must include iPhone assets — as Today tab ads aren’t available on iPad devices.