How LGG Media turns a persistency report on products sold into a projected lifetime value per product line, and that value into the conversion value Google Ads bids on.
Juan Colicchio's method for insurance accounts, in his words: "model it in a spreadsheet from a persistency report on products sold, map the values to conversions, bid on the ratio."
A policy that stays on the books for two years is worth more than one that lapses in month three, even when both look the same on the day of the sale.
If every sale goes to Google with the same value, Target ROAS has no way to tell them apart. Google's Target ROAS page says Google Ads predicts future conversions and their values "using your reported conversion values." The value you send is what the bidding learns from. If you also bid on earlier stages such as leads, the conversion value calculator splits that value across them without double counting.
A persistency report shows how many policies are still paying at later points after the sale. Two product lines with the same first-month premium can keep very different shares of their policies.
Persistency turns a single sale into an expected stream of revenue. That gives each product line a projected lifetime value, based on what your business actually collects.
Each product line gets its own conversion action, and each sale is sent to Google with the projected value for its line. Bidding can then tell a high-value policy from a low-value one.
With real values in place, the bid target is a ratio of value to ad cost. Google's winner page for the 2026 Google Ads Impact Award describes that account's bidding as "focused on a target premium-to-cost (PTC) ratio."
Conversion Value Model
We build the persistency-based value model for your product lines, map it to your conversion actions, and set up the tracking that sends each value back to Google.
For advertisers spending $100K+/month. No cost, no obligation. A person reads every submission.
Ask Us to Build Yours →A value per product line only helps if the sale can be tied back to the click that produced it. That means an offline conversion import that carries the product line and its value.
Google's published minimum for Target ROAS on Search and Shopping is at least 15 conversions in the past 30 days, and Google's learning period guidance runs up to around 50 conversion events or 3 conversion cycles. If you are switching from flat values to modeled values, Google's Target ROAS page recommends reporting the new values "for 4 weeks or 1-2 conversion cycles (whichever is longer)" before you turn on value-based bidding.
Offline conversion tracking setup → · Estimate spend and days to reach those thresholds → · How the award-winning insurance account used real value →
A persistency report shows what share of policies sold are still in force, and still paying, at set points after the sale. It is the starting point for projecting how much a new sale is likely to be worth.
Send the value your business actually collects. An agency paid on commission would usually base the value on projected commission; a business that keeps the premium would base it on projected premium.
Target ROAS bids toward the conversion value you report. When each sale carries its projected value, the bidding can pay more for the product lines that are worth more.
Yes, for insurance advertisers spending $100K+/month. The model starts from your own persistency data. Request a discovery call through our contact page.
About Target ROAS bidding (Google Ads Help), Duration of the learning period (Google Ads Help, UK English), and Google Ads Impact Awards: LGG Media (Google). Checked September 29, 2026.
Free Google Ads Audit
If you spend $100,000 or more per month on insurance lead generation, we can build the tracking that carries a real value per policy back to Google.
For advertisers spending $100K+/month. No cost, no obligation. A person reads every submission.
Request a Discovery Call →