Mykola Martynovets
~6 years in subscription growth, 4+ at Adapty, where he built the paywall builder, the onboarding builder and the Apple Ads manager; has analysed hundreds of paywalls and onboardings.
Bias to keep in mind: product owner of the tool the webinar promotes; client examples are anonymised and unverified.
Sources: sources/youtube/app-leaders-by-adapty/ (June 2026 Apple Ads webinar).
Notes citing Mykola Martynovets
- Apple Ads account structure — the two starter campaignsThe two-campaign Apple Ads setup (Max Conversion discovery + single-keyword exact campaigns) App Masters runs at $7K–$85K/month, and how they work together.
- Apple Ads benchmarks by niche — where search intent is cheap and convertsAdapty's 2026 niche-level Apple Ads benchmark for subscription apps — generative AI converts better and costs less than education, lifestyle and health; utilities hold half of the top-20 niches by TTR; screen recorder and remote control beat crowded PDF readers; low-cost niches solve an immediate need, high-cost ones build a habit.
- Apple Ads brand vs non-brand — split campaigns by intent and never blend the resultsWhy Apple Ads should be read as two channels (brand and non-brand) — Thomas Petit's 500% vs 80% ROAS example hidden inside a "200% blended" account — plus Adapty's four intent campaigns (brand, competitor, category, discovery), defending your brand term, and pause tests for brand cannibalisation.
- Apple Ads single keyword ad groups (SKAG)Why and how to run Apple Ads SKAG campaigns — one exact-match keyword per ad group, search match off, bid near target CPA, 5–10 keywords.
- How far does Apple Ads scale? Channel share, ceilings and what limits youRealistic expectations for Apple Ads volume — Thomas Petit's view that it usually ends up 5–20% of a scaled app's marketing mix (some accounts still reach seven figures/month), that return targets rather than search volume usually cap spend, and the opposing practitioner views on whether Apple Ads is a first channel or a "nice to have".
- How the Apple Ads auction behaves — bid probing, bidding down and avoiding a competitor's "crown"Practical Apple Ads bidding lessons — the auction is not a clean second-price auction (raising bids can add cost but no impressions), high tap-through rate lets you cut bids up to 90% and hold position, probing bids reveals a competitor's ceiling, and keywords where one rival owns ~33% share of impressions are best avoided by small budgets.
- Measuring Apple Ads revenue without an MMPLightweight ways to attribute Apple Ads revenue — custom product pages per ad group, RevenueCat attribution, SKAG, or simple weekly spend-vs-revenue — and their blind spots.
- Optimising Apple Ads keywords for revenue, not installsWhy install- or CPA-optimised Apple Ads quietly funds keywords that never pay, how to judge each keyword on trials, cost per paid and predicted LTV (≥20 installs for a first signal, ~100 for conversion rates), what MMP fees cost per payer (~$1.40–3.50), automation rules tied to trials/subscriptions, and Adapty's claim of accounts scaled to ~$60K/month at ≥90% D31 ROAS.
- Tailoring paywalls to the ad source and keyword intentUsing attribution data inside the app to change the paywall by where the user came from — Adapty's keyword-tailored funnels (Apple Ads "Sora AI" searchers see a Sora-themed CPP, onboarding and paywall), higher prices for brand-intent traffic, longer trials for "free…" keywords, competitor-keyword paywalls, and Samet Durgun's no-trial paywall for Meta users.
- Which countries to target with app ads — high-RPD bundles and cheap-but-paying geosCountry choices for subscription-app ads in 2025–26 — Samet Durgun's single Meta ad set covering high revenue-per-download countries with the language set to English, Adapty's case for testing cheaper geos (South Africa, Brazil, Romania, Poland) on Apple Ads, and the App Store storefront vs IP-country mismatch.