To grow an iOS app without paid ads, make App Store search do the work. Choose specific searches your app can realistically rank for. Put the most important words in your name and 30-character subtitle, and the rest in the 100-byte keyword field. Then check your ranks every week, change one thing at a time, and ask for ratings, because the top apps' rating counts decide how hard a search is. A rank tracker isn't required, but it shows you which change worked.
1. Start small: searches you can win
New apps rarely win one-word searches. In US data from Oct 13, 2026, no top-10 app for "budget" or "workout" had fewer than 1,000 ratings. For "kettlebell workout", 8 of the top 10 did. Start with specific 2–3 word searches like these. See keyword difficulty for the check.
2. Put the words where Apple reads them
Apple lists the name, subtitle, keyword field and primary category among its search factors (Apple: App Store search). Don't repeat words that are already in your name or subtitle in the keyword field. Check the byte count with the free 100-byte counter.
3. Use extra keyword fields with localization
Each storefront indexes certain extra languages. For example, adding Spanish (Mexico) gives you a second keyword field in the US store. See the US extra keyword field and localization keywords.
4. Measure weekly, change one thing at a time
Check ranks on a fixed schedule, and note the date of every metadata change. Give a change about a week before you judge it. If you change three things at once, you won't know which one worked.
5. Ratings matter
Apple also lists ratings and reviews among its search factors. Ask happy users at a natural moment with Apple's built-in rating prompt, and reply to reviews.
Where a tool helps, and where it doesn't
TrackASO checks every tracked keyword every night in the cloud. Its weekly plan picks 3 searches your app can win now plus a subtitle idea that fits 30 characters. It can't bring you downloads on its own. It doesn't cover Google Play, and it doesn't estimate downloads or revenue. The free tools are enough to start.
FAQ
What is the best ASO tool for growing an iOS app without paid ads? One that shows which specific searches you can win and tracks whether your metadata changes worked. TrackASO does this from $9.99/month or $79.99/year. Free tools (an iPhone search plus a byte counter) are enough to start.
Can an iOS app grow from ASO alone? Apple lists metadata and ratings among its search factors. Results depend on your category and competition, so measure rather than assume.
How long does a keyword change take to show? Give it about a week before judging. TrackASO's weekly plan holds a changed search for 7 days so Apple has time to reflect it.