Glossary
Creative Set
An Apple Search Ads feature (now largely superseded by Custom Product Pages) that let advertisers select specific screenshots and preview videos from the App Store metadata to use as the ad creative.
Also known as: ASA Creative Set, Creative variation
What is a Creative Set?
A Creative Set is an Apple Search Ads feature that lets advertisers select specific screenshots and preview videos from their App Store metadata to use as the ad creative. Each Creative Set is a different combination of the existing assets.
Creative Sets were the primary creative-variation lever in Apple Search Ads from the platform’s 2016 launch until Apple introduced Custom Product Pages (CPPs) in iOS 15 (2021). Most active accounts have now migrated to CPPs.
How Creative Sets work
When you create an ad group, you can either use the default ad creative (the screenshots in your App Store metadata in their default order) or create a Creative Set:
- Select 1-3 screenshots from your App Store metadata
- Optionally include an app preview video
- The Creative Set defines what appears in the ad on Search Results, Today Tab, etc.
A Creative Set does not change the post-tap landing page — that remains your default App Store product page.
Creative Set vs Custom Product Page
| Aspect | Creative Set | Custom Product Page (CPP) |
|---|---|---|
| What it controls | Pre-tap ad creative only | Pre-tap ad creative AND post-tap landing page |
| Asset source | Existing App Store metadata | Custom, separate from default product page |
| Description override? | No | Yes — independent promotional text and description |
| App Store review? | No (uses approved metadata) | Yes (separate review per CPP) |
| Max variants per app | Unlimited Creative Sets | Up to 35 CPPs |
| Status in 2026 | Legacy; still supported | Preferred for new advertisers |
Why CPPs replaced Creative Sets
Three reasons CPPs are better:
- Post-tap conversion lift. Creative Sets only change the ad you see. CPPs also change the landing page after the tap. The biggest CR lift comes from aligning the landing page to the keyword intent — Creative Sets cannot do this.
- Independent description. CPPs let you write keyword-specific promotional text. A “budgeting” CPP can say “Track every expense” while a “investing” CPP says “Build long-term wealth.” Creative Sets share the default description.
- Up to 35 variants. CPPs cap at 35 per app, vs effectively unlimited Creative Sets — but in practice you rarely need more than 5-10 well-themed CPPs.
When Creative Sets are still useful
A few niche cases:
- Legacy campaigns that haven’t been migrated. Don’t break what works.
- Apps that cannot create CPPs. Rare, but some apps in restricted categories may have CPP limitations.
- Quick A/B tests on screenshot order without going through CPP review.
For new accounts and high-spend ad groups, default to CPPs.
How ASAPilot helps
ASAPilot’s account audit identifies ad groups still using Creative Sets and surfaces:
- High-spend ad groups with Creative Sets where CPP migration would lift CR
- Creative Sets with screenshot orders that don’t match the keyword intent (low CR signal)
- Approved CPPs not yet assigned to any ad group (ready to deploy)
See audit guide and pricing.
Related terms
- Custom Product Page — the modern replacement
- Ad Group — where creative variants are assigned
- Apple Search Ads — the platform