Increase app downloads: the free and paid ways, compared.
Free levers compound slowly and paid ones stop when the budget does. Here is what each does on both stores, the order to use them in, and the shortcut that can cost you the listing.
Increase app downloads the cheap way first: most apps lose more installs on their own listing than a small ad budget could replace. Then decide what paid can add. This guide compares both, on iOS and Android.
Increase app downloads: free vs paid
| Free (organic) | Paid | |
|---|---|---|
| Examples | ASO, ratings, localization, in-app events, cross-promotion | Apple Ads, Google App campaigns, social ads |
| Speed | Weeks to months | Days |
| When you stop | Gains mostly persist | Installs from ads stop |
| Main cost | Time and creative | Media spend on every install |
| Best for | Every app, first | Apps that already convert and monetise |
Increase app downloads for free
- Raise listing conversion. One client's tailored Play listing converted at 31.7% against 18.7% for the default. See the case study.
- Fix ratings and crashes. See Android vitals thresholds and how to reply to reviews.
- Target real searches in your metadata. See keyword myths.
- Localize for your biggest markets, starting with the right languages.
- Use store events: in-app events on iOS and promotional content on Play.
- Cross-promote your own apps, and collect users early with pre-registration.
For the full Play order, see how to increase app downloads in the Play Store.
Increase iOS app downloads
Apple says search uses text matches in your title, subtitle, keywords and primary category, plus behaviour such as downloads, ratings and reviews. So start with the subtitle and keyword field, then the first screenshots, which show in search results when no preview is available. Test them with product page optimization.
Increase app downloads with paid ads
- Apple Ads place your app in the App Store, including search results, so they reach people already looking for an app.
- Google App campaigns promote your app across Google's surfaces from the assets you supply.
- Know your ceiling first. Work out what an install is worth, and stop where the cost passes it.
- Send ads to a matching page. A custom listing or product page keeps the ad's promise.
Apple lists downloads among its search factors, so paid installs may help organic rank a little. That is an inference, not a promise; judge ads on their own return.
Can you buy app downloads and reviews?
Searches for "increase app download and reviews" often lead to install-selling services. Avoid them. Google prohibits inflating ratings, reviews or install counts by illegitimate means, and Apple says manipulating charts, search, reviews or referrals is not permitted. Fake users also don't retain, which pollutes your data and doesn't pay you back.
Across our own and client apps, we have reached 1M+ organic installs with $0 in ad spend. Run a free check with the ASO score tool, or see our ASO service.
Questions people ask
How can I increase app downloads for free?
Improve your listing conversion, ratings and stability, target real search terms, localize for key markets, and use in-app events or promotional content. Cross-promote between your own apps if you have more than one.
Should I use paid ads to increase app downloads?
Once your listing converts well and you know what an install is worth. Paid traffic to a weak listing wastes budget.
How do I increase iOS app downloads?
Start with the app name, subtitle, keyword field and first screenshots, then ratings. Apple says search uses those text fields plus downloads, ratings and reviews.
Is it safe to buy app installs or reviews?
No. Google prohibits inflating ratings, reviews or install counts by illegitimate means, and Apple doesn't permit manipulating charts, search or reviews.
Want this mapped onto your product?
See how our ASO work runs, or send your store link and a founder will reply personally.
