Search Ads / ASA custom product page assignment rules (current)

Apple Ads Create ad variations states search-results ad groups can create ad variations from App Store Connect custom product pages. All approved CPPs are available. Each ad group can only have one active custom ad; creating another prompts pausing the current one. Deep links on ad variations require iOS or iPadOS 18 and later. Default ads use the default product page when no variation is active.

Apple’s CPP overview caps additional pages at 70 and confirms Apple Ads can land on a particular CPP.

Who should act

1. Map one keyword theme → one CPP → one ad group custom ad.
2. Audit ad groups for paused/held variations after locale or device asset mismatches.
3. Do not expect Creative Sets-style behaviour; current docs describe CPP ad variations.

This record extends, rather than replaces, earlier CPP pairing notes — verify caps on Apple’s live pages when auditing.

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Research checked 20 September 2026. Local draft; human editorial review pending.