Ads leading to custom store pages had a 20% lower CPL for a B2B SMB app

B2B SMB app · Pre-seed

All ads led to the same app store page, whatever the segment or offer. The ad's promise and the page users saw didn't match.

One store page per segment: whoever clicks an ad about a topic lands on a page about that topic.

• We reviewed the app's presence in the stores and built an ASO action plan.
• We created custom store pages by segment, location and product.
• We linked the ad groups to those pages by deep link and compared each group's CPL with the account average.

20% lower CPL for ad groups with a custom deep link, compared with the account average. That's the same budget buying 5 leads where it used to buy 4.

• The click is only half the conversion. The other half happens on the store page.
• Consistency between ad and destination lowers cost without increasing budget.
• ASO isn't only for organic search. Custom pages improve paid media too.

1. Group your ads by segment or main promise and create a custom store page for each group, with a title, screenshots and copy that repeat the ad's promise. The App Store (custom product pages) and Google Play (custom store listings) already offer this natively.

2. Link each ad group to its own page with its own link and compare each group's CPL with the account average over a few weeks.

3. Ask an LLM:

   I'll paste my ad copy grouped by segment and my app's current store description. For each segment, write the title, subtitle, copy for the first 3 screenshots and the short description of a custom store page, keeping the ad's promise.

   Copy