to teach
How to teach shortened its payback period by paying only for incremental subscriptions
About
to teach is an AI-powered education platform that enables teachers to create personalized worksheets, exercises, and lesson plans in seconds – transforming YouTube videos, texts, and images into curriculum-aligned teaching materials.
Industry
EdTech / SaaS
Users
300,000+ teachers
Headquarters
Hamburg, Germany
Model
Freemium SaaS
Challenge
As a subscription SaaS, to teach depends on the ratio of CLV to CAC. Brand search looked strong on ROAS, but much of it was organic demand. Every euro spent on non-incremental conversions raised CAC and stretched the payback period.
Solution
Use Innkeepr to predict which prospects convert because of the ad, send those predictions to Google and Meta as signals, and stop paying for subscriptions that would have happened anyway.
Results
Cost per new subscription 77.4% lower on brand search vs. control.
Cost per new subscription 40.8% lower on Meta vs. control.
Customer lifetime value 8.1% higher vs. control.
A freemium SaaS for teachers in DACH
to teach helps teachers create teaching materials, with hundreds of thousands of free users across DACH. Growth depends on turning free users into paying subscribers efficiently enough to fund the next round of acquisition. With Innkeepr, to teach now spends on the conversions its ads actually cause.
Brand search was buying demand that already existed
The challenge wasn’t volume, it was efficiency. Brand search campaigns reported strong ROAS, but many of those subscribers would have found to teach anyway. That inflated CAC, stretched the payback period, and limited how much the team could reinvest in growth.
Signals for incremental subscriptions
Innkeepr analyzed visitor behavior and predicted incremental lifetime value at user level: which prospects convert because of an ad, and which would convert regardless. These predictions sync to Google Ads and Meta as audience and conversion signals. High-incrementality users are prioritized, low-lift segments are suppressed. Control campaigns ran without the signals in a 6-month A/B test, significant at p < 0.05.
“Innkeepr helped us understand which of our ad conversions were truly incremental. We’re now acquiring better customers at a fraction of the cost.”
Felix Weiß, CEO
to teach
Cheaper subscriptions, better customers
After six months, the impact on to teach was clear: • Cost per new subscription 77.4% lower on brand search • Cost per new subscription 40.8% lower on Meta • Customer lifetime value 8.1% higher Lower CAC and higher CLV mean a shorter payback period, and a shorter payback period means faster reinvestment into growth.
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