Alesco Property
Property Investment
A new growth channel in a competitive market in just 6 months
How Alesco built a second lead generation channel and stopped being dependent on £50k+/month in paid ads to bring in new clients.
The shift
From “doing marketing” to growing.
Before
Heavily Reliant on Paid Ads to Generate Leads
- Property investment advisors based in the UK.
- Very reliant on PPC ads (spending £50k+ per month) and needed a way to diversify with a new growth channel.
- Not generating a significant amount of inbound leads outside of paid.
After
A New Lead Generation Channel That Keeps Performing
- Winning visibility for high-intent target keywords used by their ideal clients.
- Their new channel is consistently performing and has become a “most improved” lead generation channel for the business.
- No longer reliant on PPC as the only lead generation channel — leads now come from multiple sources.
Process
Building a Second Lead Generation Channel
- 1
Discovery, positioning, and ICP definition for their target investor audience.
- 2
Marketing asset and content creation focused on high-intent buying moments.
- 3
Building out a new inbound channel to bring qualified prospects to the site.
- 4
Ongoing optimisation of pages and journeys to convert traffic into qualified leads.
Conclusion
From PPC-Dependent to a Diversified Pipeline
Alesco were burning £50k+ per month on paid ads with no real backup if performance dropped. By building a new inbound channel from the ground up — focused on their highest-intent buyers — we gave them a second, consistently performing source of leads, and removed the single-channel risk that had been holding the business back.
“Historically, we were totally reliant on PPC (Google Ads) and realised there was a whole other audience out there.”
Perry Jax
Founder, Alesco Property
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