Telecom performance marketing geo-targets Google Search campaigns by service-area coverage, capturing plan-comparison and switching-cost queries that carry high acquisition intent. Reported against cost per activation, not clicks or impressions.
Only pay for people you can serve
The biggest waste in telecom ad accounts is paying for clicks from people outside your coverage. We build campaigns from your coverage map: postcode and radius targeting, area-specific ad copy and landing pages that check availability before asking for anything else.
Where campaigns earn their keep
- Search: "broadband in [area]", "fibre availability", "switch provider" and competitor comparison terms
- Social: launch-area awareness, building-by-building campaigns and referral offers
- Retargeting: people who checked availability but did not complete an order
- Business connectivity: LinkedIn and search campaigns for SME and enterprise buyers
Why switching changes the maths
Ofcom's One Touch Switch, live since September 2024, means UK customers only need to contact their new provider to switch broadband (Ofcom). Lower friction to switch makes acquisition campaigns more effective, but it also makes churn easier. We plan acquisition and retention together, so new customers are not lost at the first price rise.
Speed on the checkout path matters. In a web.dev case study, Vodafone improved Largest Contentful Paint by 31% and saw 8% more sales, a 15% better lead-to-visit rate and an 11% better cart-to-visit rate (web.dev, Vodafone case study).
What we report
Cost per activation, activation rate from availability checks, first 90-day churn and revenue per user by campaign. See telecom SEO for organic coverage pages.