Driving High-Intent Subscriptions through Precision PPC

The Challenge

With a massive library of diverse tools, ranging from developer utilities to creative suites, Setapp faced a complex attribution challenge. Broad PPC campaigns were driving traffic, but the conversion rate to paid subscriptions was lagging. They needed to pivot their paid search strategy to target users with specific “problem-solving” intent rather than general software interest.

Our Approach

Marketing LTB overhauled Setapp’s PPC framework by implementing an Intent-First Strategy:

• Granular Keyword Mapping: We moved away from broad “Mac software” terms and built highly specific campaigns around the specific problems the apps solved (e.g., “best disk cleaner for Mac” or “advanced task manager”).

• Clarity-Driven Creative: We optimized ad copy to highlight the value proposition of “all-access” vs. individual purchases, ensuring users understood the subscription model before clicking.

• Post-Click Optimization: By aligning landing page content with the specific intent of the search query, we reduced friction in the sign-up flow.

The Results

• 98% increase in high-intent sign-ups.

• 162% increase in return on ad spend (ROAS).

• Significant lift in long-term subscriber retention.

The Client Perspective

“What mattered to me was finding users who understood the product and stayed. They focused our PPC efforts on intent and clarity, which made a real difference in both efficiency and subscriptions.”