Overview
Brand: Operating within one of the most competitive energy markets in the United States, the client serves customers across New York and Pennsylvania, offering transparent, flexible, and customer-first electricity and gas plans.
When we began, awareness wasn’t the problem scale was.
Despite having strong rate-protection offers and reward programs that added real customer value, their acquisition numbers had plateaued. The challenge was to build a consistent, data-driven acquisition system capable of tripling daily enrollments without compromising on efficiency or credibility.
Objective
At the time of engagement, enrollments averaged just three per day, driven largely by organic traffic and legacy marketing channels. The goal was ambitious yet clear:
Develop a performance-driven acquisition model that could deliver 11 new enrollments daily with measurable efficiency and transparency.
This meant creating a framework that not only increased conversions but also enhanced the brand’s reputation for fair pricing, a major concern in the energy sector.
Strategic Foundation
The growth plan was anchored in five strategic pillars, each mapped directly to business goals rather than vanity metrics. Every channel played a defined role, creating a full-funnel system where awareness, trust, and conversion worked in sync.
| Focus Area | Objective | Impact |
|---|---|---|
| Google Ads | Capture high-intent users actively comparing energy plans | Drove majority of conversions at efficient cost |
| Meta Ads | Build trust and engagement pre-conversion | Improved funnel quality and intent depth |
| Price-to-Compare (P2C) | Introduce transparent, data-backed rate comparisons | Strengthened credibility and click-through |
| Retargeting | Re-engage non-enrollers with contextual touchpoints | Reduced funnel drop-offs |
| UX & Analytics | Identify and fix drop-off points in the user journey | Increased overall completion rate |
Each channel served a complementary function: Google to convert, Meta to educate, and the website to seal the deal.
The Growth Journey: From 3 to 11 Sales per Day
Over a 14-month period, performance evolved from an average of 3 enrollments per day to a steady 11 per day, marking a 266% increase in daily acquisition efficiency.
| Phase | Timeline | Strategic Focus | Average Sales per Day | Growth vs Start |
|---|---|---|---|---|
| Phase 1 – Foundation | Jul–Dec 2024 | Campaign setup, data collection, and testing | 3/day | — |
| Phase 2 – Optimisation | Jan–May 2025 | Smart bidding, UX improvements, audience refinement | 8–10/day | 233% |
| Phase 3 – Scale & Transparency | Jun–Sep 2025 | Price-to-Compare campaigns, retargeting maturity | 11/day | 266% |
This approach ensured that every channel played a clear, complementary role: Google to convert, Meta to educate, and the website to seal the deal.
Google Ads Strategy
Google Ads became the backbone of performance, designed to capture users with real intent who were already exploring provider comparisons or switching options.
| Focus Area | What We Did | Business Impact |
|---|---|---|
| Search Campaigns | Segmented by state, product (Gas/Electric), and keyword intent. Used Smart Bidding and dayparting to reduce CPA. | CTR rose to 7%+, CPA dropped 55% (from ₹66 → ₹30). |
| Performance Max (PMax) | Leveraged automation to scale based on real-time performance signals. | CPC dropped to ₹0.37, CTR >12%, conversions 2.5× faster. |
| Display Retargeting | Targeted site visitors and form abandoners with frequency controls to prevent fatigue. | Added 28% incremental enrollments. |
Through systematic optimisation, Google evolved into the most cost-efficient and predictable acquisition channel, converting interest into measurable growth.
Meta Ads Strategy
Meta played a crucial role in building familiarity and credibility, serving as the trust layer before conversion. It helped audiences understand the brand’s value proposition and compare it meaningfully.
| Phase | Focus Area | Key Actions | Business Impact |
|---|---|---|---|
| Lead Generation (Aug–Sep 2024) | Early testing | Used Meta’s native lead forms across NY & PA to identify responsive audience segments. | Validated interest but revealed low lead-to-enrollment ratio, guiding pivot. |
| Landing Page Traffic (Apr 2025 Onwards) | Driving qualified traffic | Switched to traffic campaigns with state-specific landing pages and creative A/B testing. | CTR doubled, engagement +62%, bounce rate down 40%. |
| Price-to-Compare (Jun–Sep 2025) | Transparency & trust | Displayed real-time rate comparisons between client and local utilities at the pincode level. | CTR 8–10%, contributed 45% of Q3 enrollments. |
| Retargeting | Re-engaging warm audiences | Used behaviour-based retargeting with optimised frequency caps. | Accounted for 22% of total conversions and lowered CPA significantly. |
Over time, Meta transformed from a passive awareness tool into a key performance driver, deepening audience trust and accelerating decision-making.
The Price-to-Compare (P2C) Framework
Traditional energy ads promise “low rates” This campaign proved it.
The Price-to-Compare framework introduced genuine transparency by showing users a side-by-side comparison between:
- The client’s live rate (gas/electric, tenure-specific), and
- Each utility’s 12-month average pricing in that region.
This data is refreshed every 14 days, ensuring credibility and real-time relevance.
| Impact Area | Outcome |
|---|---|
| CTR | 8–10% (2× higher than prior campaigns) |
| Landing Page Completions | 25% |
| Returning Visitors | 18% |
| Share of Total Enrollments (Q3) | 45% |
Authenticity became a performance lever, building trust and driving engagement at scale.
Optimising the Funnel
Performance wasn’t just about ad delivery, it was about removing friction. Using GA4 and Microsoft Clarity, we analysed every step of the enrollment funnel to pinpoint and resolve drop-off points.
| Issue Identified | Action Taken | Result |
|---|---|---|
| ZIP code field causing 60% drop-offs | Improved field visibility and button clarity | Drop-offs reduced by 40% |
| Form abandonment post-rate comparison | Simplified form and added progress indicators | Conversion rate +12% |
| Low mobile completion rates | Implemented faster load speeds and a responsive redesign | +18% enrollment completions |
Incremental optimisations compounded into a significant performance lift, proving that small UX refinements drive measurable growth.
The Measurable Outcome
| Metric | Jul 2024 | Sep 2025 | % Improvement |
|---|---|---|---|
| Average Sales per Day | 3 | 11 | 266% |
| Cost per Enrollment (CPA) | ₹66.6 | ₹29.8 | -55% |
| Average CTR (Google + Meta) | 3.20% | 7.80% | 143% |
| Enrollment Rate | 2.30% | 6.50% | 183% |
| Funnel Drop-Offs (ZIP Step) | 60% | <20% | -67% |
From Digital Pilot to Proven Growth Engine
What began as a small-scale digital test grew into a consistent, data-driven acquisition engine. By aligning transparency, trust, and technology, the campaign achieved measurable business growth while reinforcing credibility in a sceptical market
From 3 to 11 enrollments per day, this engagement stands as proof that clear communication and transparent pricing can scale profitably even in traditionally cautious industries.
