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Angel One grows brand reach.

To increase discovery and capture audiences searching for similar apps, the team at Angel One invested in search results campaigns. With discovery campaigns and Search Match, they expanded reach to new audiences and discovered valuable search terms that drove more relevant impressions and additional downloads. They closely monitored lower-funnel conversion data to optimize bidding, focusing on high-performing keywords that generated the most valuable user acquisition.

“We found that customers acquired through Apple Search Ads exhibit higher engagement and were more likely to convert into revenue-generating customers,” says Angel One Head of Performance Marketing Abhishek Dasgupta. “This insight allowed us to allocate our marketing budget more effectively, focusing on Apple Search Ads to drive high-value growth and revenue.”

The team also found that Apple Search Ads campaigns effectively complemented organic downloads by boosting overall app visibility and driving increased user engagement. “By strategically optimizing bidding on relevant keywords, we enhanced our app’s brand awareness and visibility on the App Store, which not only attracted more users directly through paid ads but also had a positive halo effect on our organic downloads,” says Dasgupta.

To complement their search results campaigns and capture the attention of even more new audiences, the Angel One team invested in multiple ad placements across the App Store. With ads on the Search tab, they were able to influence the consideration phase of highly relevant audiences. “Search tab campaigns positioned our app as a credible and trustworthy option in the competitive landscape of financial apps. By appearing prominently in search results on the App Store, we increased brand visibility, influenced decision-making, and captured intent from potential users actively searching for financial and investment apps,” says Dasgupta.

The team boosted app discovery with a broader audience through ads on the Today tab, where over half a billion weekly App Store visitors start their journey to discover new apps. Additional ads on product pages reached more users who scrolled to the bottom of product pages while they actively researched similar apps. “By featuring our app in such prominent locations across the App Store, we significantly increased visibility while positively affecting our overall brand campaigns and reinforcing our brand presence and credibility,” says Dasgupta. “A multi-placement strategy helped us reach 15 percent more incremental users than search results campaigns alone.“

To better engage different audiences and boost campaign performance, the Angel One team optimized creative relevancy with ad variations based on custom product pages set up in App Store Connect. Each custom product page was designed to highlight unique app features that were most relevant to specific high-performing keywords. For example, a custom page aligned with keywords related to “algorithmic trading” would spotlight the app’s advanced trading tools.

When potential customers tapped any of these ad variations, they landed on a custom product page that matched the ad creative — creating a seamless experience. To ensure a cohesive brand experience, the Angel One team focused on maintaining consistent visual elements and messaging across all custom product pages — including brand colors, logo, and a uniform tone of voice — which helped reinforce brand identity and trust. Each custom product page also featured clear and compelling CTAs, guiding users toward downloading the app or signing up for a free Indian securities trading account.

“By testing different variations of our ads, we could identify which creative, headline, and description resonated best with different audiences and created more personalized and relevant experiences,” says Dasgupta. “This continuous optimization led to significantly higher click-through rates and conversion rates, as well as user acquisition and engagement.”