There is no single ASA price
Apple Search Ads cost depends on auction: category competitiveness, geo, match type, and your max CPT bid. US finance and health keywords cost more than niche utilities in smaller markets.
Typical ranges (subscription apps, US)
- Brand keywords — often $0.20–$1.50 CPT if defended properly
- Category exact — $1–$5+ CPT in competitive niches
- Competitor — frequently highest CPT; test small budgets
- Discovery / Search Match — volatile; cap tightly
CPT is not CPA. A $3 tap with 2% trial-to-paid on a $10/mo sub may still be unprofitable.
What you should afford to pay
Work backward from economics: max CPA = LTV × conversion × margin. Divide by expected tap-to-install rate for a rough max CPT ceiling.
How to lower effective cost
- 4-campaign structure so brand does not subsidize junk traffic
- Negative keywords weekly
- Exact match on proven converters
- Pause keywords above 2× max CPA with no RevenueCat trials