2025 Customer Acquisition Strategies: The Latest Tactics

Customer Acquisition Cost by Industry: 2025 Trends

Using a combination of these three approaches is generally recommended for the most reliable new vs. existing customer segmentation. Google will designate any user not found on your uploaded list(s) as a new customer. Google will analyze your account’s conversion data from the last 540 days to create an audience list of existing customers.

Your ad copy and targeting should determine whether you run a campaign focused solely on new customers or one that includes both new and returning customers. This is where Google’s high-value customer and retention bidding goals start to matter. Likewise, some past buyers are far more likely to convert again than a net-new user.

You can use any one of these approaches or combine them for more comprehensive new customer tracking. This guide will explore how to leverage NCA the right way to take your new customer acquisition to new heights. We therefore expect Q2 net revenue will decline between 25 and 30% year-over-year, and hope to see sequential improvement in the second half of 2026,” said Lindsay Drucker Mann, ODDITY Global CFO. It posted revenue of $241.1 million for the period ended June 30, 2025. For Q2, Oddity expects revenue to fall 25% to 30% from a year earlier.

Agentforce has quickly become one of Salesforce's fastest-growing businesses, with annual recurring revenue surpassing $1.2 billion during the company's most recent quarter. "Acquisition will bring Fin's customer agent platform to companies of all sizes, accelerating time-to-value and expanding Salesforce's ability to deliver autonomous agents across the enterprise," the company said in its announcement. According to Salesforce, the technology has demonstrated industry-leading performance in handling customer inquiries without human intervention. Tripadvisor's strategic partnership with AI engine Perplexity has proven successful in attracting high-intent customers, marking a new direction in customer acquisition strategies.

Level up your quality of work

If your CAC is twice the industry average, you need to examine your go-to-market strategy. If your churn is climbing while industry benchmarks improve, that signals a problem with your product or customer success efforts. A healthcare SaaS company shouldn't panic about 7.5% monthly churn if that reflects industry reality and their LTV still supports healthy unit economics. If your CAC seems high relative to industry benchmarks, examine your channel mix.

Q2 Revenue To Remain Under Pressure

With this data, you can calculate the real-world impact on overall ROAS and revenue before ramping up your new customer valuation and bid strategies. Additionally, create an “active customer” audience segment as a negative exclusion list. This allows you to monitor performance and isolate new customer data without artificially inflating conversion values and skewing critical metrics like revenue and ROAS. While conversion value doesn’t necessarily equate to revenue, most advertisers understand and use it as a proxy metric.

Today, brands are also optimizing web content for answer engine optimization (AEO) to become visible in AI chat searches. Search engine optimization (SEO) drives qualified traffic by aligning content with user intent. When those prospects take action — purchasing a product or signing up for a service — that's acquisition.

They’re value-first sessions where attendees learn something useful and walk away with a clear understanding of how your product fits into their workflow. Sometimes the most effective way to acquire customers is through real-time connection. These could be Substack writers covering productivity tools, LinkedIn voices sharing product ops lessons, or even niche industry bloggers. Partnering with these creators is becoming a go-to acquisition strategy for product teams targeting professionals, decision-makers, or operators.

Define a customer acquisition strategy

A strong customer acquisition strategy attracts leads, nurtures them to sales-readiness, and converts them into paying customers. Customer acquisition is the process of converting potential customers into paying customers. The best customer acquisition strategy examples include bold campaigns, multiple channels, and out-of-the-box thinking. A customer acquisition strategy is a set of methods used to attract and convert new customers. We will design your ad based off past successes in your industry.

• Quality backlinks improve search engine rankings, increase referral traffic and strengthen brand credibility — all of which directly influence revenue growth.
• This approach not only reduces the need for constant new customer acquisition but also leads to more referrals and repeat purchases.
• The company grew from $100M to $200M ARR in just four months and amassed over 8 million users who have tried the platform.
• Sales lead quality directly influences customer acquisition cost efficiency by determining how much investment is required to convert prospects into customers, making lead scoring and qualification processes critical for maintaining profitable acquisition economics across marketing channels.

Beast Industries CEO Jeff Housenbold noted that the acquisition allows the company to meet audiences where they are with technology-driven solutions. By meeting his audience where they already live, Donaldson is diversifying away from volatile ad revenue and toward a more stable, recurring financial services model. Take your learning and productivity to the next level with our Premium Customer acquisition. Templates. Mastering Excel Shortcuts for PC and Mac Work Smarter in Excel with Keyboard Shortcuts If you're still reaching for the mouse every few seconds, it's time to level up.

Improve your mobile experience

This isn’t to say companies shouldn’t be trying to influence customer decisions along the way. Companies monitor customer acquisition cost closely because it is expensive—more so than customer retention. The challenge is knowing how to guide people through each stage without forcing the process. By the time they reach conversion, they’re ready to act—they just need a final reason to commit.

Influencer partnerships with micro-creators

Some companies even tie referrals into feature unlocks or status upgrades, especially in freemium models. If your user sees results within the first few days or weeks, they’re much more likely to recommend it (if there’s an easy way to do so). Plus, you're not just buying reach—you’re buying context. These creators often have under 50k followers, but their audiences actually listen, comment, and take action. You publish a guide with step-by-step instructions using your product.

Referral and customer advocacy programs can turn satisfied users into advocates and spread the word through recommendations and Paid channels accelerate reach through targeted advertising, delivering fast, measurable ROI for time-sensitive campaigns and high-intent audiences. Stronger targeting and messaging led to a 4x increase in sales-qualified leads. As leads began to increase, Sandler also used HubSpot’s tools to hyper-personalize interactions with prospects.

Sign-in to our platforms to access our extensive research, our latest insight, data and analytics and to connect to our industry experts. Businesses that focus on both acquisition and retention create stronger customer relationships and build more sustainable revenue growth over time. Analyzing user behavior, testing different messaging and refining conversion paths help businesses move prospects more efficiently from awareness to purchase. AI-driven search results, predictive analytics and automated bidding systems also influence how prospects discover brands online. • Attracts high-intent prospects • Converts them efficiently • Nurtures long-term loyalty • Supports revenue growth management It requires an integrated strategy that aligns research, SEO, content, paid media and automation with measurable revenue goals.