Quick one.

Google Ads has a default behavior most brands never fix: it optimizes for existing customers because they convert cheaper and easier.

The result? Your "new customer" campaigns are partly retargeting people who would have bought anyway. And up to 40% of what Google calls new customers are actually existing ones.

You're paying acquisition prices for retention.

On June 30 (14:00 CEST), there's a free webinar covering exactly how to fix this using POAS bidding and real lifetime value data.

Here's what's on the agenda:

- Why ROAS breaks down when margins differ (two orders, same revenue, 4× difference in profit)
- How to bid on gross profit so break-even is always 1, regardless of product
- Backend verification that correctly splits new vs existing customers  even on iOS
- Real 30, 60 and 90-day LTV as a bidding signal, not a prediction
- The exact setup to steer Google toward future profit, not just easy conversions

It's free.

Looking forward to helping you succeed,

Adriaan Dekker

Google Ads Specialist

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