Background
MessageMedia is a global business messaging platform serving thousands of SMBs and enterprises. Their mobile app extends the platform to on-the-go business owners — letting them manage SMS campaigns, conversations and contacts from their phone.
App Media partnered with MessageMedia to grow B2B installs and lift conversion from install to paid subscription.
The challenge
- B2B mobile-app marketing is materially different from consumer — buyer-intent is sparser, ASA CPI is higher, and creative needs to speak to "I'm a business owner" rather than "I'm a consumer".
- Existing App Store metadata was generic and underweighted business-specific terms.
- Apple Search Ads was running but underperforming relative to category benchmarks.
What we did
B2B ASO:
- Keyword research focused on business-owner search behaviour: "SMS marketing", "text message marketing for business", "business SMS".
- New screenshots emphasising business outcomes (campaign management, ROI, customer responses) over feature screens.
- A/B testing across screenshot order and hero shot positioning.
Apple Search Ads restructure:
- Rebuilt the ASA account around discovery campaigns to systematically surface high-intent business keywords.
- Disciplined daily bid management and negative-keyword hygiene.
- Geo-isolation of high-value markets (US, UK, AU) for cleaner reporting and budget allocation.
Results
- Top 10 ranking in the Business category in primary markets.
- Apple Search Ads CPI down 41% through better account structure and keyword discipline.
- Trial sign-ups up 120% off the combined ASO + ASA work.