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Despite an active in-house marketing team and a substantial monthly ad budget, the telecom brand was converting barely 1% of its leads into customers. The campaigns were briefed to win new customers, but almost all of them were configured to reach people who already knew the brand. Spend was being judged on lead volume, so more budget bought more leads and almost no revenue.
So Missive rebuilt what the company measured before touching what it spent, and within eight months the cost of acquiring a customer had fallen by 95% on a third less ad spend.
Year
2026
Industry
Telecom · Energy
Service
Performance Marketing
Consulting
Turn a volume-driven Google and Meta Ads operation into an outcome-driven acquisition system that wins customers at a sustainable cost.
Barely more than 1% of generated leads were becoming paying customers
Acquiring one customer through paid media cost more than most customers spend in a year
The goal was new customers, but most campaigns were configured to reach people who already knew the brand: branded search terms, retargeting pools, lookalikes built from existing customers, and audiences of current subscribers
Every working input was in Italian: keyword sets, ad copy, landing page content and campaign names, which meant each audit carried a translation step before the analysis could even start
The budget was largely being spent to reach people who were already customers or already searching for the brand by name, so it was winning very few genuinely new customers
Around half of all lost leads were lost to "unreachable, no answer, or waiting" rather than to price or competition
Landing pages were dated and untested, while budget kept pushing traffic toward them
The best-converting asset in the account was an organic referral page nobody was funding or replicating
Two things changed. The team started counting customers instead of leads, and stopped paying to reach people who already knew the brand. Lead volume dipped for a while, then came back higher, and this time the leads turned into customers.
Figures exclude the customer referral programme, to isolate the impact on paid and website-driven acquisition. Including it, blended win rate more than doubled and cost per acquired customer fell by around two-thirds.
“Earlier we used to get more leads but poor quality leads. Now we get fewer leads but more quality leads.” Head of Sales
Missive set strategy, measurement and priorities from outside Italy while the client's in-house team executed everything locally. Both teams used AI translation to communicate, and all campaign data, copy and keyword material was reviewed in the original Italian.
Alongside the performance marketing work, Missive advised the client on organic social content, a customer story video series, a structured review programme across Trustpilot and Google Business Profile, and the newsletter and push notification programme used to sell additional services into the existing base.
Beyond individual page improvements, the project created a scalable optimization framework that strengthened topical authority across enterprise data management and governance topics.
Your campaigns are running, leads are arriving, and revenue isn't following. The problem usually isn't the ads themselves. Missive will audit what you measure, find where leads are dying between the form and the sale, and rebuild the framework that makes every euro traceable to a customer. No guesswork, no generic playbooks.
