Apple Ads custom product pages: pairing rules, caps and deep links

Apple documents custom product pages (CPPs) as additional App Store product-page versions that Apple Ads can pair to search-results ad variations and other placements. The operative caps for buyers are up to 70 published CPPs per app, one active custom ad per search-results ad group, and deep-link support on iOS / iPadOS 18+. First announcement of CPP↔Search Ads pairing was historical (2022); the 70-page ceiling was stated in Apple’s 29 October 2025 developer news and is reflected on current CPP overview pages. Per-rule enforcement timestamps beyond those public statements stay as documented below.

What the documentation currently requires

Custom product pages on the App Store states developers can publish up to 70 additional product-page versions for iPhone and iPad, varying screenshots, promotional text and/or app previews, each with a unique URL, usable in Apple Ads campaigns and optionally in search results via assigned keywords. Deep links on CPPs are supported in iOS 18 and iPadOS 18, or later. StoreKit-rendered ads can reference a CPP ID. Apple Ads can show Today tab, Search tab and search-results ads that land on a particular CPP.

Create ad variations (Apple Ads Help) confirms search-results ad groups can create ad variations from App Store Connect CPPs; all approved CPPs are available; deep links for ad variations on iOS or iPadOS 18 and later; and each ad group can only have one active custom ad (creating another prompts pausing the current one). Default ads use the default product page when no variation is active.

Ad variations troubleshooting states you cannot create another ad variation after 70 custom ads within your ad group; CPP locale/device asset mismatches put ads on hold; Creative Sets variations are unsupported. Deep links are disabled if gender or age settings are applied at ad-group level.

Custom Product Pages (Apple Ads API) states each ad group can have one custom product page assignment via creatives/ads APIs, and locale/asset data must match the campaign ad group’s language and device types.

CPPs use App Store screenshots, app previews and promotional text—not playable HTML packages. Deep links live on the CPP for post-install opens (iOS 18+), not as a playable creative type.

Who should act, and how

1. Cap published CPPs at 70; treat 70 custom ads per ad group as a create limit.
2. Keep one active CPP custom ad per search-results ad group; match locale/device assets.
3. Use CPP deep links only on iOS 18+ and without ad-group gender/age refinements.
4. Do not brief playables as CPP substitutes.

Applicability table

Download the applicability table.

Limits of this record

Body-reads Apple Developer and Apple Ads Help. No Apple Ads account was inspected. Historical Creative Sets behaviour is noted only as unsupported. This is not a performance study of CPP lift.

Research checked 19 September 2026. Local draft; human editorial review and byline assignment pending.