Google Ads for subscription businesses.
With a subscription model, you don't earn a customer back with the first payment. It's all about Customer Lifetime Value, and that's what we align your whole Google Ads account to.
- Everything revolves around CLV. We don't steer on the first purchase, but on what a customer is worth over their entire lifetime.
- Lower churn, higher LTV. A retained customer is cheaper than a new one; we work on both.
- CLV fed back into Google Ads. We feed the real customer value back, even for customers who only become profitable later on.
Ex-Google knowledge, put to work on customer value.
We've seen the auction from the inside at Google. Now we put that knowledge to work steering on CLV, not on the first purchase.
- €20M+
- ad budget managed over the past 3 years
- 20+
- countries where we've run campaigns
- 75%
- of our team worked at Google's head office
- 100+
- accounts converted to the Hagakure method
The basics first, then the detail.
On a subscription account, we lay the same foundation as always: we start with your business goals, set up a privacy-proof tracking foundation that keeps feeding back customer value even after the first ninety days, and build the structure using the Hagakure method. Only then do we fill in how we steer on churn reduction and lifetime value instead of the first purchase.
Our approach for subscription.
Steering on Customer Lifetime Value
We look at a customer's total value over their entire lifetime, so you know what you can really afford to pay to win one.
Lowering churn
Together with your email and CRM, we reduce churn, because every month a customer stays counts towards your return.
Raising lifetime value
We help increase the value per customer with the right upsell and retention moments.
Feeding CLV back, even after 90 days
We feed the real customer value back into Google Ads, even for customers who only become profitable after ninety days, so the algorithms learn to bid for the long term.
Partners and platforms for this approach
Frequently asked questions.
Roughly what budget do I need?
That depends on your acquisition costs and your payback period. Because we steer on customer value, we can often bid more aggressively than a competitor who only looks at the first purchase. We work out a suitable budget together.
How quickly can I expect results?
The first sign-ups often come in quickly, but because customer value builds up over time, the steering gets more precise as more data comes in. It's a longer game, with lasting results.
How do you feed CLV back to Google?
We calculate a customer's real value and feed it back into Google Ads, even for conversions that fall outside the standard ninety-day window. That way the algorithms learn to bid on loyal customers.
Does this also work with long payback periods?
That's exactly when it pays off. The later a customer becomes profitable, the more important it is to steer on lifetime value instead of the first payment.
What clients say.
B2B SaaS“Binnen een week hadden we een nieuwe site staan. Bij ons vorige bureau mochten we keurig drie weken wachten op een eerste mockup.”
E-commerce“Slimme jongens. En verrassend leuk om mee te werken. Dat krijg je niet vaak in dit vak.”
A different type of business?
Our approach differs per type of business. Take a look at our other Google Ads approaches, or head back to the overview with our philosophy and track record.
See all Google Ads approachesWant to grow on customer value?
Book a no-obligation intro call. We'll look at your churn, your CLV and your payback period, and tell you honestly where the gains are.
