I like to go for the huge ass jump once I get the multiplier up to 35 or so. It's more fun, you pile up a shit-ton of points, but you are also at the mercy of the game because you really don't have any idea where you are going to land.
If you keep your speed somewhat under control and just hit the gates I guess you can go for a long time. And also pile up huge points once you get your multiplier to triple digits.
I got a lucky sequence of tunnels right off the bat at one point and scored 75 million and then realized it would take a long time to beat that, so I stopped playing.