Two channels, two intent models
Facebook and Instagram reach people who are not necessarily looking for your app. Apple Search Ads reach people already searching the App Store. That difference drives CPA, creative workload, and how fast you can judge profitability.
When ASA wins
- High-intent App Store searches (brand, category, competitor)
- Subscription apps with clear keywords and LTV math
- Indie teams that cannot afford broad social creative testing
- Defending your brand name against competitors bidding on it
When Meta wins
- Apps with strong visual hooks and broad demographic appeal
- Consumer apps where impulse install is the model
- Teams with creative bandwidth for constant ad refresh
- Retargeting web funnels outside the App Store
Subscription apps: start with ASA
Trials need high intent. Social cold traffic often produces cheap installs and weak trial-to-paid. Most subscription teams should prove unit economics on ASA first, then layer paid social with lookalikes from paying subscribers.
Cap ASA bids with LTV-based bidding and measure revenue in RevenueCat.
Bottom line
ASA is not “better”—it is more precise for App Store intent. Use it as your profit anchor; use Meta for scale once ASA math works.