App Store search results are getting more ads in March 2026 — what changes for ASO & Apple Ads

Original reporting (source): 9to5Mac — “The App Store will start showing multiple ads in search results beginning in March” (Jan 22, 2026)

• https://9to5mac.com/2026/01/22/app-store-search-ads-more-ads-march/

This post is a summary of the most relevant takeaways for ASO / Apple Ads, with a backlink to the original.

What’s changing

According to 9to5Mac, Apple will begin showing multiple ad placements within App Store search results (not just the single top ad slot).

• Start date: March 3, 2026
• Initial rollout: UK + Japan, then broader rollout across Apple Ads markets by end of March
• Supported devices: iPhone / iPad on relevant OS versions (per Apple’s rollout info referenced by 9to5Mac)

Key takeaways for marketers

• Ads can appear beyond the top position in the search results list.
• Apple will automatically expand existing search campaigns into these additional positions — you don’t “opt in” to the new slots.
• Advertisers can’t bid for a specific position in the list; Apple decides ordering.
• Search ads still coexist with other placements (Today tab, Search tab suggestions, product page placements).

Why this matters for ASO

• Organic “rank #1” becomes more valuable if extra paid placements push organic results further down.
• Expect more volatility in paid → organic interplay (more paid taps, different conversion rates by placement, different cannibalization dynamics).
• Creative & page strategy becomes more important: if the paid mix changes, you’ll likely need stronger message match (e.g., Custom Product Pages / localized creatives) to protect CVR.

Practical next steps

• Set a baseline now for: impression share, CPT/CPI, conversion rate, and brand vs generic performance.
• Segment reporting by keyword intent cluster (brand / category / competitor / feature) so you can see which clusters get “placement shock.”
• If you’re using CPPs, pre-build variants for your highest-intent clusters so you can pivot quickly.

Read the original: https://9to5mac.com/2026/01/22/app-store-search-ads-more-ads-march/