21% More Sign-Ups at a 30% Lower CPA on 15% Less Spend for a Georgia Natural Gas Supplier

Natural gas is a commodity. In a deregulated market, suppliers look nearly identical to a shopper, so there is little natural differentiation to advertise against. That problem was compounded by the previous agency's set it and forget it approach to media, which left campaigns stale, bids unmanaged, and the brand losing share during the highest value promotional windows of the year.

We launched a bold paid search campaign built around the moments customers actually shop for a supplier, and paired it with increased investment in broadcast TV, digital display and out of home to build the awareness that makes a search click convert. Rather than treating channels separately, the program was sequenced so upper funnel media drove branded and category demand into a search account structured to capture it efficiently.

In the first 90 days, and measured year over year against the same promotional season, the program delivered a 21% increase in sign-ups at a 30% lower cost per acquisition while spending 15% less. The client's marketing director reported conversion levels the company had not seen before.