Taskrabbit boosts
revenue and
efficiency
with Maximize
Conversions.

Focused on driving new customer acquisition, the team at Taskrabbit wanted to capture strong intent for help with home maintenance and personal productivity on the App Store, particularly in the competitive handyman and assembly categories. The team needed to protect their brand leadership year-round while also capitalizing on seasonal surges in demand. Maximizing app visibility to engage people at the exact moment they showed search intent was critical for optimizing efficiency.

Invest in search results campaigns to stay competitive and reach new audiences.

To boost app discovery with different audiences and more easily optimize for performance, the Taskrabbit team closely followed the Apple Ads best practice on account structure. They separated search results campaigns by keyword type. Brand campaigns helped protect the app’s name and brand terms, capturing direct intent and driving downloads. With category and competitive campaigns, the team maintained strong market share, aggressively bidding on core service terms like assembly and repairs and engaging users interested in similar apps. Discovery campaigns with Search Match and broad match helped the team expand their keyword lists and mine relevant new search trends.

“Rather than spending time and effort on manual guessing across 53 subcategories, we were able to use Search Match to automatically identify emerging consumer needs in real time. This allowed our app to surface for trending niche tasks like specific smart-home installs or specialized repairs as they gained volume on the App Store,” says Taskrabbit Marketing Manager Jessica Dee.

To ensure maximum efficiency, the Taskrabbit team implemented a strict keyword graduation workflow. High-performing terms discovered via Search Match were immediately transitioned to exact match campaigns, then added as exact match negatives in discovery campaigns to prevent internal bidding competition and wasted spend. The team further maximized budgets by aligning bids to keyword volume. They prioritized bids for high-volume, “hero” keywords like handyman to defend market share, while lower-volume, long-tail terms were optimized for efficiency.

“By focusing the most aggressive bids on exact match for high-volume keywords, we ensured that budgets were spent on the most relevant audiences actively searching for keywords with strong conversion rates,” says Dee. “This volume-based bid scaling was paired with a regular audit of search term reports to identify and exclude irrelevant queries through negative keywords, keeping the campaign lean and high converting.”

Optimize for seasonal efficiency with
Maximize Conversions.

As high-volume weekends indicated the start of Taskrabbit’s peak season in April, the team turned on the Maximize Conversions bidding strategy to optimize search results campaigns for the highest volume of installs within their desired budget. Apple’s AI-powered tools automatically set an individual bid for each query in addition to Search Match, which places a single bid across all new potentially relevant terms. This removed the time and effort required to manually adjust bids, ensuring that the brand remained top of mind as well as competitive during a critical seasonal peak on the App Store.

“Our business is highly seasonal, and Maximize Conversions has been incredibly beneficial during one of our busiest times of year. We have been able to dynamically shift budget toward specific categories like yard work in April, capturing the surge in seasonal intent without needing to change the app’s default storefront,” says Dee.

Scale reach to
new markets.

The Taskrabbit team recently began scaling their Apple Ads success in their top markets to secondary ones like Germany, the UK, and France. “We’ve been able to quickly identify the specific local terms users use for handyman services and graduate them into localized category campaigns within a 30-day snapshot,” says Dee.

The team also extrapolated the keyword bidding strategy they refined in the U.S., their most mature market, to new markets. They’re seeing strong results and gaining beneficial insights. “Apple Ads is our top platform for efficiency in new markets. The efficiency we are already seeing is blowing our minds. It’s almost unheard of,” says Dee. “I think we have laid a very solid foundation in the U.S. and see so much potential for Apple Ads to drive brand reach, revenue, and overall growth as we continue to expand globally.”