Practice 02 · Branding & communicationsCustomer acquisition: turn attention into qualified enquiries
Traffic and views are worth nothing if the right prospects never take action. The fault usually lies in the sequence: targeting too broad, a message that does not match the landing page, a form that puts people off, sales follow-up that comes too late. Kopus treats customer acquisition as one complete chain, built to generate qualified enquiries rather than volume.
A review of your channels and your journey, no commitment
Who it is for, and whenWhen to rework your customer acquisition
The following situations suggest that one link in the chain is not doing its job.
- Your campaigns deliver contacts your sales team considers off-target and stops handling.
- Your website gets steady visits and almost no quote requests.
- You depend on a single channel (word of mouth, a marketplace, a referrer network) and want to build a second one you control.
- You raise advertising budgets and the customer count does not follow, with no idea where prospects are dropping out.
The scopeWhat Kopus handles in your acquisition
Acquisition is handled as four connected links. Targeting: from your priority segments, defining audiences, search queries and the criteria that make an enquiry qualified. Message: ads, content and pages designed around the same intent, so the ad promises what the page delivers. Landing experience: dedicated pages, short forms, proof suited to the stage of decision, direct appointment booking. Tracking: measurement tools that count qualified enquiries rather than clicks, handover to the sales team and feedback on what became of each contact.
Depending on the channels chosen, the service draws on our dedicated expertise: search engine advertising and social media advertising, SEO and visibility in AI assistants, email and SMS nurturing, as well as the conversion funnel. The indicators tracked are cost per qualified enquiry, conversion rate to appointment and then to customer, and customer value by channel. Pages and tracking tools can be built by Kopus, with no back-and-forth with a third-party provider.
Reading an acquisition funnelEach level of the funnel, with its sources and its indicator
The funnel reads from top to bottom, but it is steered from the bottom up: what happens to each contact, won or lost, corrects the targeting of the upper levels. At each level, one indicator tells whether the link holds, and the sources feeding it are compared on that same criterion rather than on volume.
AttractBe found by the right people
Sources
- Organic search
- Search ads
- Social media
- Visibility in AI assistants
Indicator watchedCost and quality of traffic per source
ConvertTurn a visit into an enquiry
Sources
- Landing pages
- Short forms
- Meeting booking
Indicator watchedConversion rate, cost per lead
QualifyKeep the enquiries that matter
Sources
- Qualification criteria
- Email and SMS nurturing
- Scoring
Indicator watchedCost per qualified enquiry
SignClose with the sales team
Sources
- Meetings
- Proposal
- Sales follow-up
Indicator watchedWin rate, sales cycle
Feedback loop: what happens to each contact adjusts the targeting
At the end of the funnel: customer value per channel
The methodHow an acquisition programme runs
Diagnosis of the existing funnel: traffic sources, entry pages, drop-off points, enquiry quality as judged by your sales team.
Definition of target segments, qualification criteria and the measurement plan, validated with sales.
Design of messages and landing pages by intent, with tracking installed before anything goes live.
Launch of the first campaigns on a controlled budget and comparative tests on messages, audiences and pages.
Continuous optimisation: stopping what does not qualify, reinforcing what converts, reviewing with sales.
Our positionAcquisition cost only makes sense against customer value
A low cost per contact is not good news if those contacts never buy, or buy little and leave quickly. We always set acquisition cost against the quality of enquiries and the value of customers over the life of the relationship. Sometimes that means accepting a higher cost on a channel that brings loyal customers, and cutting a channel that fills the CRM with contacts that go nowhere. Measurement exists to make those decisions, not to fill a report.
Your questionsFrequently asked questions about this service
How do you improve customer acquisition?
By identifying the segments that actually buy, testing several phrasings of the value proposition with them, and measuring qualified enquiries rather than traffic. Most of the gains come from consistency between the ad, the page and the sales handling.
Organic search or paid campaigns: which to choose?
They work on different timescales. Paid campaigns produce enquiries from launch and stop with the budget; organic search needs sustained groundwork, with no guarantee of position, but builds a lasting source. A programme often combines the two.
How do we know whether the enquiries generated are qualified?
By setting qualification criteria with your sales team before launch (type of company, stated need, budget, timing) and asking them for feedback on each contact, which feeds the targeting adjustments.
How long before we see results?
Advertising produces data within days and usable results within weeks. Search engine optimisation takes several months, but its effects last.
What is the minimum advertising budget?
It depends on your market and goals. We size it together and start with a test phase before committing larger budgets.
How does Kopus measure acquisition results?
By tracking conversions: contact requests, calls, quotes, sales. Each channel is attributed, and the monthly report shows what it cost and what it brought in.
Who owns the advertising accounts and the data?
You do. Google, Meta or LinkedIn accounts are created or kept in your name, and you keep the history and data if you change provider.
Go furtherPages related to this service
- Your challenges · 01My website isn’t generating enough clientsTraffic but no results? Let’s find what stops your visitors from becoming qualified leads.
- Practice 02Branding & communicationsBuild a strong image and grow your visibility. We create identities and communication strategies consistent with each company’s ambitions, and we keep them alive.
- 02 · BrandingSearch marketingSEO, paid search and visibility in AI assistants, run together from the same data, so that every customer found online costs less.
- 02 · BrandingLead nurturing & marketing automationEmail and SMS sequences that guide prospects to a decision and alert your sales team at the right moment.
Let’s bring your projects to lifeYour next project starts here.
Let’s improve your conversions, from the first click to the sales appointment.
A review of your channels and your journey, no commitment