Ecommerce discipline 02 of 06
Acquisition & Discoverability
Be found by the right customers, at a cost that pays back.
Customers now find brands through ads, search and AI answers. We plan the channel mix, get you found where people are looking, and judge every channel by contribution rather than platform numbers.
Sound familiar?
Signs you’re spending more to find customers, without enough to show for it.
- You rely on one or two ad platforms.
- The platform reports and your bank account disagree.
- You barely show up in search or in AI answers.
- Every increase in spend raises costs faster than sales.
What we do
Three areas. One commercial goal.
The goalWin more profitable new customers, through a better channel mix and being easier to find.
Paid media & channel mix
Plan, test and run the mix across Meta, Google, TikTok, affiliates and beyond.
What you’re left with- Channel plan
- Campaign structure
- Testing programme
Search & AI discoverability (SEO, GEO & AEO)
Get found in search results, and in the answers ChatGPT, Gemini and other AI tools give.
What you’re left with- Technical SEO
- Content and FAQs
- AI answer visibility
Media economics
Set targets from margin and customer value, and hold every channel to them.
What you’re left with- Acquisition cost targets
- Attribution you trust
- Channel investment model
The question we’d answer first
Data on its own can mislead. Context shows what to do.
One question we’d bring to Acquisition & Discoverability straight away, answered twice: with one system’s data, then with the rest of the business joined in. Figures are illustrative.
02 · Acquisition & Discoverability
Where should the next £1 go?
Return on ad spend, as each platform reports it
Looks likeGoogle is your best channel.
Contribution per £1 spent, from new customers’ first 12 months
ActuallyOver a year, Meta customers are worth 1.8x Google’s.
Test moving 20% of Google spend to Meta. Scale if contribution holds.
How it works
We don’t hand you a strategy. We get in and do the work.
Diagnose
Compare what platforms report with what customers are really worth.
Prioritise
Set targets from margin and customer value, by channel.
Do the work
Rebuild campaigns and search content, and test budget moves.
Embed
Review channels monthly on contribution, not platform ROAS.
What changes
- Budget moved to the channels that make money.
- Visibility in search and AI answers.
- Spend that scales without breaking margin.
Start with a conversation
Find the constraint. Build the plan. Do the work.
Whether it’s Acquisition & Discoverability or somewhere else in the system, finding the real constraint is the first thing we do.