Multi brand acquisition strategy
How I turned £1m of annual media investment into stronger customer growth
A three brand acquisition programme that connected paid media, CRM data and sales outcomes to lower CPL while increasing both lead volume and customer conversion.
Managed across three brands
From about £65 to £40
Growth alongside lower CPL
Improvement from lead to customer
The challenge
Three brands were generating leads, but the lead price alone was hiding what became real business.
Managing about £1m of annual acquisition investment meant small budget decisions could have a large commercial effect. The challenge was not simply to buy more enquiries. It was to understand which campaigns created stronger customers once those enquiries moved through the CRM and sales process.
A cheaper lead could look efficient in an advertising account and still create weak commercial value. I needed one connected view of acquisition cost, lead quality and customer conversion, while respecting that each brand attracted different demand.
What mattered most
The strategy
Make every investment decision answer to customer value.
The work created a shared commercial view across acquisition and sales, then used that evidence to move investment towards the activity producing stronger outcomes.
- 01Reallocated investment according to downstream customer quality, rather than rewarding channels for lead volume alone.
- 02Connected acquisition, CRM and sales performance so each campaign could be judged through to customer outcome.
- 03Used the same commercial framework across three brands while keeping each account's demand and market signals distinct.
- 04Made budget decisions around sustainable growth, balancing a lower CPL with stronger lead to customer conversion.
The evidence
Lower cost did not come at the expense of growth.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
CPL efficiency
Spend worked harder
Indexed growth
More volume. Better quality.
Change against the starting position. Reductions shown in green are improvements.
The outcome
A more efficient acquisition engine that also created more customers.
CPL fell from about £65 to £40, a reduction of roughly 38%, while lead volume grew by 25%. The programme did not simply save budget. It created more opportunities from the same commercial discipline.
Lead to customer conversion also improved by 15%. Connecting acquisition with CRM and sales outcomes made it possible to invest with greater confidence in the campaigns producing real customer value, not just cheaper form submissions.
Capabilities demonstrated
More case studies
View all
A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
Ready for similar results?
Find out what your paid media is really producing.
Start with a free audit and I will look beyond surface metrics to the growth opportunities that matter commercially.