Customer Acquisition Through Paid Channels: From Immediate Wins to Long-Term Growth

The Changing Landscape of Customer Acquisition

Brand loyalty is on the decline. 55% of consumers in the U.S. and U.K. report that they are less loyal to brands than they used to be. While this may seem like a challenge, it presents a major opportunity for businesses to rethink how they acquire and retain customers.

A successful customer acquisition strategy isn’t just about driving traffic. It’s about attracting high-value customers who will engage with your brand for the long term. At Propellernet, we specialise in leveraging innovative paid media strategies that not only generate immediate conversions but also build the foundation for sustainable growth. 

A Strategic Framework for Paid Acquisition Success

It’s often shouted about by agencies as an important aspect of a strategy, but the inner workings are rarely revealed. Rather than taking a one-size-fits-all approach, businesses need to implement a multi-layered strategy that balances short-term wins with long-term value.

We believe in demystifying Paid Media, so here’s our guide on how to do it:

1. Targeting High-Value Users Effectively

Not all new customers are equal. The key to sustainable growth is attracting users who have the potential for long-term value. Paid social platforms, in particular, offer sophisticated audience targeting capabilities that help businesses reach these high-value users.

One of the most effective ways to do this is by leveraging first-party data to create high-performing lookalike audiences. By identifying characteristics of your most valuable existing customers, you can refine acquisition efforts and attract users with similar purchasing behaviours.

Key audience segments to prioritise:

• Multiple product purchasers – Users who have previously made multiple transactions
• High AOV customers – Those who have spent over a specific threshold (£X), indicating a strong purchasing intent
• Loyalty programme members – Customers who are already invested in brand engagement

As third-party cookies continue to phase out, first-party data will become even more critical in driving acquisition efficiency and securing long-term customer relationships.

2. Expansion & Market Growth: Tapping Into New Regions

Expanding into new markets is another high-impact strategy for acquiring fresh audiences. While entering new regions requires investment, the payoff can be significant.

For instance, a strategic Meta campaign we ran for an e-commerce brand resulted in 86% of users being classified as new customers. This demonstrates the potential for market expansion when supported by strong paid media strategies.

Key considerations for regional expansion:

• Conducting market research to understand regional demand
• Testing with pilot campaigns before scaling
• Leveraging platform data to refine audience targeting

3. Capitalising on Seasonal & Tactical Opportunities

Certain moments in the calendar provide natural spikes in high-intent consumer activity. Brands that align acquisition campaigns with these key periods can maximise efficiency and reach new customers at the moments they are most likely to convert.

Gifting campaigns are a particularly effective tactic. By positioning products as ideal gifts during seasonal peaks (e.g., Black Friday, Christmas, Valentine’s Day), brands can capture new audiences who may not have previously considered purchasing.

4. Optimising Campaigns for Acquisition: Bidding & Demand Generation

It’s not just about running the right campaigns – it’s about optimising them for customer acquisition. Brands should consider adjusting bids specifically to attract new customers, ensuring that paid media spend is prioritised towards users who will generate long-term value.

Testing new campaign types before other businesses can give you a competitive edge. In our analysis, Demand Gen campaigns emerged as one of the strongest drivers of new users, with 91% of traffic coming from first-time visitors – outperforming Performance Max (66%) and Generic Search (79%).

The Takeaway: A Balanced Approach to Customer Acquisition

Winning in today’s digital landscape requires a dual focus: acquiring high-value customers efficiently while also setting the foundation for long-term brand engagement. By leveraging data-driven audience targeting, expanding into new markets, aligning with seasonal demand, and optimising bidding strategies, businesses can create a scalable and sustainable acquisition strategy.

At Propellernet, we help brands achieve just that. If you’re looking to enhance your paid acquisition strategy and drive sustainable growth, let’s talk.