Custom store listings are Google Play's answer to audience-specific landing pages. They let you tailor the store page for a country, install state, search keyword, Google Ads campaign, or unique URL.
The limit
Google currently allows up to 50 custom store listings per app. That is enough for country pages, campaign pages, and a few win-back variants, but not enough to create a separate page for every keyword idea.
What can change
Google says custom store listings can differentiate the app name, icon, descriptions, and graphic assets. That is broader than Apple's Custom Product Pages, which focus on promotional text, screenshots, and previews rather than title or icon changes.
Best use cases
- Country-specific positioning for markets with different use cases.
- Ad campaigns where the first screenshot should match the creative.
- Win-back pages for inactive or lapsed users.
- Keyword pages when one search intent deserves its own copy.
Source notes
This post was checked against Google Play Console's current custom store listing docs, which document targeting by country, install state, keyword, campaign, and unique URL.