# Optimizing onX’ Apple Search Ads Bids with AI

- Link: https://phiture.com/success-stories/onx-apple-search-ads/
- Published: 2024-10-16T13:18:39+01:00
- Author: Tim Bremer

Case Study

# Optimizing onX’ Apple Search Ads Bids with AI

![](https://phiture.com/wp-content/uploads/2024/10/onX-Case-Study-Header-v4.png)

20%

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Increase in installs

2.2%

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Reduction in Cost-per-Acquisition (CPA)

Table of Contents

 * [Client Summary](https://phiture.com/success-stories/onx-apple-search-ads/#client_summary)
 * [The Challenge](https://phiture.com/success-stories/onx-apple-search-ads/#the_challenge)
 * [The Results](https://phiture.com/success-stories/onx-apple-search-ads/#the_results)

## Client Summary

Catchbase is Phiture’s AI bid optimization tool tailor-made for Apple Ads auctions.
It’s based on machine- and reinforcement learning, and follows its goal to improve
campaign performance while reducing costs for our clients.

[Learn more about Catchbase](https://catchbase.ai)

## The Challenge

OnX Backcountry is a GPS navigation app for outdoor enthusiasts, offering a wide
range of features to help users plan and navigate their human-powered adventures.

Apple Search Ads represents a large portion of onX’ marketing mix, and the onX team
was looking to increase its efficiency and effectiveness to be able to scale up 
this channel even further.

Phiture’s Catchbase models were employed to optimize keyword bids across several
campaigns. The models, trained on historic performance and proprietary market data,
quickly provided onX with the desired increase in installs, whilst reducing their
Cost-per-Acquisition (CPA). Catchbase effectively managed the campaigns without 
the need for manual intervention.

![](https://phiture.com/wp-content/uploads/2024/10/ASAi-Graph-v3.png)

Real data; Shortly after enabling Catchbase, onX saw a significant drop in CPA, 
while installs were increasing.

![](https://phiture.com/wp-content/uploads/2024/10/Koby-Gordon.png)

**Koby Gordon
 Senior Marketing Manager, onX

“Phiture’s Catchbase tool allowed us to go beyond simple bidding automations and
unlock another level of growth on Apple Search Ads. Once implemented, this was a
huge efficiency driver for our team. Not only were we able to scale our results 
on Apple Search Ads to levels we had not seen before, but this technology also saved
us time through automating manual optimization and budgeting work.”

## The Results

Multiple separate campaigns were tested, resulting in a **total 20% increase in 
installs and a 2.2% reduction in CPA **within the first month.

The main campaign generated a **29% uplift in installs whilst reducing the CPA by
6.6%**, improving campaign efficiencies and effectiveness significantly.

We focused on the first 4 weeks after launching Catchbase to evaluate performance,
this period provides the most accurate reflection of the model’s immediate impact,
independent of seasonal effects.

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![](https://phiture.com/wp-content/uploads/2024/10/Logo_onX_Backcountry-300x45.png)

“onX Backcountry is the ultimate GPS navigation app, purpose-built for all your 
outdoor pursuits. Try 3D offline maps specifically tailored for hiking, backcountry
skiing, mountain biking, or rock climbing.”

**Client:** onX
 **Website:** [https://onxmaps.com](https://onxmaps.com) **Services:**
Catchbase — AI-based bid optimization for ASA **Project period:** 2024

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