“If we do find from ASA we find some things that are high performing we can obviously bring it back to our general ASO — and there's also the whole MMP angle there with ASO like trying to really make sense that if this is the keyword that is only driving monthly active usage or is it driving real subscription.”

Let Apple Search Ads tell you which keywords actually drive subscriptions — then move them organic

Running Apple Search Ads alongside organic ASO isn't just a spend decision — it's a measurement tool. Paid search reveals which keywords convert to paying subscribers, not just installs or MAU. Once a high-monetization keyword is identified through ASA data, fold it into the organic keyword bank to capture free traffic with proven LTV.