Most indie developers built Custom Product Pages for paid ads. Targeted creatives, tighter messaging, better ROAS on Apple Search Ads. That was the use case Apple launched them for in 2021.

In July 2025, Apple changed something quietly: Custom Product Pages can now appear in organic search results. If your app ranks for a keyword, Apple can serve the CPP you assign to that keyword instead of your default product page.

This is a meaningful shift. The 156% conversion rate lift Apple reports for CPP visitors versus default page visitors was always known. What changed is that the lift now applies to organic traffic, which costs nothing beyond the time it takes to set up the pages.

Most indie developers have not acted on this yet. If you track your top-ranking keywords, you can start today.

What Custom Product Pages are

A Custom Product Page is a separate version of your App Store product page. It can have different screenshots, a different preview video, and a different promotional text. Everything else, including ratings, reviews, title, subtitle, and keyword field, stays the same and comes from your main metadata.

Apple introduced CPPs in 2021. The original use case was paid acquisition: you create a CPP targeted at a specific audience segment, run Apple Search Ads pointing to that CPP URL, and users land on a page designed for them specifically rather than a generic product page. The conversion improvement was real and well-documented.

In October 2025, Apple doubled the CPP limit from 35 to 70 per app. At the same time, the organic search integration that launched in July 2025 became more useful because you now had enough CPP slots to cover a meaningful keyword portfolio.

The July 2025 change and why it matters

Before July 2025, a CPP was only served when a user clicked through from a specific CPP URL. Organic search always served the default product page.

After July 2025, you can assign a CPP to an organic keyword ranking. When your app appears in search results for that keyword, Apple serves the assigned CPP instead of the default page.

The practical implication: if you rank for “meditation app for anxiety”, you can create a CPP with screenshots showing calming, anxiety-focused UI flows, and users who find you through that search see that version instead of your general product page.

The 156% conversion rate lift is Apple’s own reported figure. It represents the median improvement observed when users land on a CPP versus the default product page. Your specific lift will depend on how well your CPP matches the search intent for the assigned keyword.

Which keywords to target first

Not every keyword ranking is worth building a CPP around. The calculation is straightforward: CPP impact is proportional to how much traffic the keyword drives and how far your default product page is from matching the search intent behind it.

Start with your top 10 to 15 organic keyword rankings by impressions. Within that set, look for two conditions:

High impression volume with moderate conversion. If a keyword is driving significant impression volume but your conversion rate from that keyword is below your average, the default product page is probably not matching user intent. That is the gap a CPP can fill.

Keywords where your app has a secondary use case. If your app is primarily a habit tracker but also ranks well for “water intake tracker”, your default page probably emphasizes habits and treats hydration as a footnote. A CPP built around hydration tracking will convert that traffic materially better.

Marteso surfaces your impression-to-install rates by keyword. Pull your keyword rankings, sort by impressions, and flag the keywords where conversion rate is below your average. Those are your first CPP candidates.

How to create a CPP for a keyword cluster

A “keyword cluster” is a group of semantically related keywords that share user intent. Instead of building one CPP per keyword (which would exhaust your 70-slot limit quickly), you build one CPP per intent cluster and assign all related keywords to it.

Step 1: Group your target keywords by intent. If you rank for “meditation for sleep”, “sleep meditation app”, and “bedtime meditation”, those share the same user intent. One CPP with sleep-focused screenshots covers all three.

Step 2: Identify the visual story for that intent. What would a user who searched that cluster want to see? The CPP screenshots should answer the most specific version of the question that triggered the search. For the sleep cluster: a dark-mode interface, a sleep timer, perhaps a rating that mentions sleep improvement.

Step 3: Create the CPP in App Store Connect. Under Features, select Custom Product Pages, and create a new page. You are changing screenshots (and optionally the preview video and promotional text). The page inherits everything else from your default page.

Step 4: Assign the CPP to organic keyword rankings in App Store Connect. After the CPP is created, you can assign it to specific keyword rankings in the product page settings. Select the keywords in your sleep cluster, assign them to the sleep CPP, and submit. Apple will begin serving the CPP for those rankings after review.

Step 5: Track conversion delta. Give the assignment at least 3 to 4 weeks before reading results. The conversion rate for those keywords should rise relative to your baseline and to keywords still serving the default page. If it does not move, the CPP creative may not be differentiating enough on intent.

The keyword cannibalization warning

Each keyword can only be assigned to one page at a time. If you assign “meditation for sleep” to your sleep CPP, it cannot simultaneously be assigned to a general wellness CPP.

This matters more than it seems. The mistake most developers make is building CPPs around their best-converting keywords first. But those keywords are already converting well on the default page. The higher-leverage move is to assign CPPs to keywords where conversion is currently weak because the default page is too generic.

Assign each keyword to the CPP that most specifically matches the intent behind that keyword. Not the CPP you are most proud of. Not the CPP that performs best overall. The one that fits the search context.

A practical example

Consider an indie app in the journaling category. The app ranks in the top 10 for three keyword clusters:

  • “journal app” (primary keyword, default page matches well, 3.2% conversion)
  • “anxiety journal” (secondary keyword, default page is generic, 1.1% conversion)
  • “daily reflection app” (secondary keyword, default page is generic, 1.4% conversion)

The default product page shows the app’s general journaling interface. For users who searched “anxiety journal”, the page is partially relevant but the screenshots do not emphasize the features that matter to someone managing anxiety.

A CPP built for the anxiety intent, with screenshots showing mood tracking, prompts about identifying feelings, and a calm visual style, would convert this traffic differently. If the CPP brings the anxiety journal conversion from 1.1% to 2.5%, that improvement represents a substantial number of new installs from traffic the developer was already getting at no additional cost.

The same logic applies to “daily reflection app”: a CPP with reflection prompts and streak data visible in the first screenshot addresses that intent more directly than a general journaling UI.

Two CPPs, built for two intent clusters, improving conversion across a set of secondary keywords that were previously undifferentiated. The developer spent nothing on new acquisition. They improved the conversion rate of traffic they were already earning.

What you need to start

You need three things: a keyword ranking with organic traffic to convert, a clear understanding of the intent behind your secondary keyword clusters, and the design resources to build a second set of screenshots.

The keyword ranking is already visible if you are tracking your positions. The intent analysis is a short exercise: take your top impressions keywords, read the search queries as user questions, and group them by the answer they are looking for. The screenshot design is the actual work, and it scales with however many CPP clusters you identify.

If you have an existing paid CPP that was performing well in Apple Search Ads, start there. Assign it to the organic keywords that match its intent. You may already have the creative work done, and assigning it to organic takes twenty minutes in App Store Connect.

The July 2025 change gave every developer running organic search a conversion lever that most have not touched. The October 2025 limit increase to 70 CPPs means you have room to cover a real keyword portfolio, not just a handful of campaigns.

The developers who act on this early will compound the advantage: better conversion at existing keyword rankings signals higher quality to Apple’s algorithm, which can improve those rankings further. The loop runs in your favor once it starts.