How This Indie Developer Grew His App Business with Apple Search Ads

Breaking into the app business as an indie developer can feel like an uphill battle — but it doesn’t have to be.
In our latest App Masters Virtual Summit, we sat down with Huxley Seidman, CEO and founder of Kite Metrics, to uncover exactly how he’s grown his app business using Apple Search Ads — and how you can replicate his success.

In this post, you’ll learn:

• How to discover winning keywords

• How to optimize your Apple Search Ads campaigns

• How to boost subscriptions with smarter strategies

• Actionable tips indie developers can start using today

Let’s dive right in!

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Meet Huxley Seidman: From Indie Developer to Apple Search Ads Pro

Huxley Seidman didn’t just build successful apps — he built a powerful tool to help indie developers track ROI per keyword in Apple Search Ads.
Kite Metrics started as an internal solution but has evolved into a full-fledged Apple Search Ads management platform, making campaign management faster, smarter, and more profitable.

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Step 1: Discover Winning Keywords with Smart Discovery Campaigns

When it comes to Apple Search Ads, keyword discovery is everything.
Here’s Huxley’s go-to method:

• Set up a Discovery Campaign: Use Apple’s “search match” feature to let Apple automatically suggest keywords related to your app.

• Seed with Broad Match Keywords: Add a few broad keywords (e.g., “deep sleep,” “white noise”) to guide Apple’s suggestions.

• Review New Search Terms: Dive into the search terms report and handpick the keywords that truly match your app’s audience.

• Add Exact Match Campaigns: Promote winning keywords to exact match campaigns for full control.

✅ Pro Tip: Using a tool like Kite Metrics can automate keyword discovery, making it a lot easier to sort, add, or discard keywords without toggling endlessly between Apple Search Ads screens.

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Step 2: Master Your Budget and Bidding Strategy

Once you’ve found winning keywords, setting the right budget is crucial.

• Start with a CPA Goal: Set a Cost Per Acquisition (CPA) goal for your new keywords.

• Analyze Tap and Conversion Rates: Kite Metrics suggests a bid based on real data, helping you avoid overspending.

• Negative Keyword Management: Remove irrelevant keywords to keep your discovery campaigns clean and efficient.

🎯 Key Takeaway: Target only the keywords that convert — and don’t waste budget bidding on deadweight terms.

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Step 3: Boost Subscriptions with Immediate (but Respectful) Offers

Driving installs is one thing. Turning users into subscribers is the real challenge.

Here’s Huxley’s proven subscription strategy:

• Present the Offer Immediately: Show users that there’s a free and a paid portion of the app right after they download.

• Set Clear Expectations: Be transparent about what’s free and what’s premium.

• Provide Real Value for Free: Give users plenty of features without forcing them to pay immediately.

• Stay Top of Mind: Keep upgrade opportunities visible, but never pushy.

📈 Fun Fact: Many users became paying subscribers after three to four months of consistent free usage — proving that patience pays off.

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Actionable Tips for Indie Developers Using Apple Search Ads

Here’s how you can implement Huxley’s strategies today:

• Launch a Discovery Campaign today if you haven’t already.

• Invest time in keyword management: Promote high-performers, discard underachievers.

• Track ROI per keyword: Don’t rely on guesswork — use Kite Metrics or similar tools.

• Offer value before the paywall: Build trust before asking users to pay.

• Stay consistent: Growing an app business is a marathon, not a sprint.

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Conclusion: Apple Search Ads Are a Game-Changer for Indie Apps

Huxley’s story proves that indie app developers can compete and win — if they play smart.

By mastering keyword discovery, optimizing campaigns, and focusing on value-driven subscriptions, you can drive real, sustainable growth for your app.

Ready to level up your Apple Search Ads game?
👉 Check out Kite Metrics and start making every keyword count.