13.10.2026
When to add Meta and TikTok ads
Search first, social second
Store search and Apple Ads reach people who are already looking. Meta and TikTok reach people who are not, so the ad itself has to do more work
The creative makes or breaks it
On social, the ad is the product. Short videos and real people talking about the app usually beat polished graphics, so we test many versions with small budgets
The right moment
Add social once your store page converts well and tracking shows which installs pay. Before that, you are paying to send people to a page that loses them