DTC & Subscription Brands.
Acquire customers worth keeping.
First purchases are just the beginning. We build Google Ads campaigns that attract buyers with high lifetime value — not one-time deal-hunters who churn before month two. Because in subscription, who you acquire matters as much as how many.
Your current situation
Growing a DTC or subscription brand on Google isn't just hard — it's expensive to get wrong.
Your CAC looks fine — until you factor in churn.
The campaign is acquiring customers at a reasonable cost. But the cohort that came in through Google converts at a lower LTV than everything else. You're filling the top of the funnel with the wrong people.
You're over-reliant on Meta — and you know it.
Meta built your brand. But iOS changes, creative fatigue, and rising CPMs have made it unreliable. Google should be your diversification play — but nobody has set it up to actually work for a subscription model.
Your Google campaigns treat every buyer the same.
First-time buyer. Subscriber. Lapsed customer. Loyal repeat purchaser. Google is serving the same ads to all of them — same message, same bid, same creative. That's not a funnel. That's a missed opportunity at every stage.
ROAS is your north star — but it's the wrong one.
A 4x ROAS on a first-order discount offer looks great in the dashboard. But if that customer cancels after month one, you've lost money. Optimising for first-purchase ROAS in a subscription model is a slow bleed.
You can't see which Google campaigns are actually driving subscribers — not just buyers.
Your attribution shows purchases. Your subscription platform shows churn. The two datasets have never been connected — so you genuinely don't know which campaigns are building your business and which are eroding it.
Your creative works on Meta — but dies on Google.
UGC and emotional video creative built your Meta channel. On Google, buyers are in a different mindset — searching with intent, comparing options, reading reviews. The same creative doesn't land. The same message doesn't convert.
This is how we solve it
Campaigns built around LTV — not just the first transaction.
Consultation
Audience segmentation built around your customer lifecycle
We build separate campaign layers for new customer acquisition, win-back, and upsell — each with tailored bids, messaging, and exclusions. Your best existing subscribers won't cannibalize your new customer budget.
LTV-weighted bidding — so Google learns to find your best buyers
We feed subscription revenue data back into Google Ads as conversion values — weighted by actual LTV, not first-order value. The algorithm stops chasing cheap acquirers and starts finding customers who stick around.
New customer acquisition campaigns — properly isolated
We use Google's new customer acquisition goals to ring-fence budget for genuine first-time buyers — preventing spend from recycling through your existing subscriber base and inflating your numbers.
Demand Gen and YouTube tuned for consideration-stage buyers
Subscription products need trust before the first purchase. We use Demand Gen and YouTube to build familiarity with high-intent audiences — so when they search, they already know why you're the right choice.
Subscription platform integration — Klaviyo, Recharge, or your stack
We work with your existing data sources to pull subscription status, churn events, and LTV signals into Google Ads. The goal: campaigns that know the difference between a trialist and a loyal subscriber — and bid accordingly.
Ad copy and landing pages built for intent-driven buyers
We align your Google creative to where search buyers actually are — evaluating, comparing, and looking for reasons to trust. Not the same hooks that work on a passive Meta scroll. A different mindset needs a different message.
DTC & subscription Google Ads — built for the customer you want to keep, not just the one you can get.
Most Google Ads setups for subscription brands are borrowed from product e-commerce. Same ROAS targets. Same bidding logic. Same assumption that a purchase is a purchase. In subscription, it isn’t — a customer who cancels in week three costs you more than they made you.
We build campaigns around the full customer arc: acquisition, activation, retention signal. That means LTV-weighted conversion values, audience layers that separate new buyers from returning ones, and attribution that connects what Google spent to what your subscription platform actually sees. Not just what happened at checkout — what happened in the months that followed.
Do you recognize yourself?
Your cohorts from paid acquisition consistently underperform organic.
Customers who found you through Google or Meta churn faster and buy less than those who found you through word of mouth or search. The channel is bringing in the wrong people — and the account structure is the reason why.
You've hit a CAC ceiling and can't spend your way out of it.
More budget just means more of the same buyers at a higher price. Scaling isn’t a media spend problem — it’s a structural one. The account needs to be rebuilt before the budget can grow.
You're flying on blended ROAS and hoping the mix is right.
You know blended numbers hide as much as they reveal. But you’ve never had clean enough channel-level data to make a proper call on what’s working. Every budget decision is a best guess dressed up as a strategy.
You're ready to scale Google; you just don't trust the account to do it.
The tracking is uncertain. The structure is messy. The last agency left a campaign architecture nobody fully understands. You want to push budget — but not until someone has actually looked under the hood.
