The client and the challenge
One Planet sells ultra-soft nano toothbrushes on a subscription model. That mechanic changes everything: profitability is not decided on the first purchase, it is built on renewals. Every euro gained on a customer's acquisition cost is therefore multiplied over that subscriber's whole lifetime. The goal was precise: bring cost per customer from €25 to €18, without sacrificing volume.
What we understood
Many advertisers run Meta and Google as two separate worlds, often with two vendors who do not talk to each other. The result: budgets that cannibalise each other and lessons that do not circulate. Our approach: one management, one reading, budget arbitrage between the two platforms according to what each does best at any given moment.
What we did
Twelve months of continuous optimisation across both platforms: Meta for discovery and conversion, Google in Search and Performance Max to capture demand. Regular budget arbitrage between the two, guided by real acquisition cost rather than habits. The result did not come from a stroke of genius but from discipline: measure, compare, move the budget, repeat. In twelve months, cost per customer went from €25 to €15.92, below the €18 target.
On a subscription model, every euro gained at acquisition is multiplied over the customer's whole lifetime.
Running Meta and Google separately?
There is probably hidden margin between the two. 30 minutes with an expert to estimate it on your accounts. No commitment.
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