Callers score a second number.
Onoff drives best ROI.

The Onoff team created discovery campaigns with Apple Search Ads to reach a wider audience while mining for popular search terms. They were able to identify new, relevant keywords quickly with Search Match and optimize for performance more efficiently. From these keyword campaigns, the team gleaned invaluable business insights about customers’ needs as well as their pain points when using other apps that required a second phone number. The top-performing keyword drove a 400 percent return on investment (ROI).  

“Apple Search Ads is our top channel for acquisition, delivering 200 percent ROI,” says Onoff Head of Global Marketing Justin de BAERE. “Discovery campaigns gave us powerful insights into keywords with strong search volume and captured the attention of people who were more likely to convert.”

To maximize efficiency, the Onoff team closely tracked post-install metrics with their mobile measurement partner Branch. Impression Share reports and bid recommendations also informed how they scaled their Apple Search Ads strategy based on performance. The team actively removed less efficient keywords and shifted budget to increase bids on the search terms driving the most conversions. “When a keyword works well, we don’t hesitate to boost investment in it to ensure the best performance. Our objective is to drive the strongest share of voice for our best-performing search terms,” says

de BAERE.

The team at Onoff plans to continue running discovery campaigns in new markets to gain keyword insights and ensure high impression share. They plan to test Creative Sets¹ to improve the relevancy of their ads for key audiences with different motivations for wanting a second phone line. To increase brand awareness across new markets, the Onoff team is also considering integrating Apple Search Ads with offline channels like out-of-home advertising.