A licensed ESCO in the Northeastern US came to us with stagnant enrollment numbers and no dedicated landing page. We rebuilt their funnel, rewrote their creative, and launched a targeted paid social campaign. Seven days later, they had to triple their sales team efforts to keep up.
Our client is a licensed Energy Service Company (ESCO) operating in Pennsylvania and New York — two deregulated energy markets where residential customers can choose an alternative electricity supplier to their utility provider.
Their rate sits at 11.27¢/kWh versus the utility's Price to Compare of 12.95¢/kWh — a saving of nearly 13% with no switching cost or contract risk for the customer. That gap between the strength of the offer and the weakness of their results was the entire brief. First Launch was engaged to close it with performance marketing and a purpose-built landing page.
22 months of operations had produced an average of 183 enrollments per month. The offer was strong. The pipeline was not. Without a conversion-focused landing page or structured paid media, the client was relying on organic reach alone — in a market where trust and specificity drive decisions.
Any ad traffic was landing on a general website — not a page designed to move someone from awareness to action in a single session. There was no explicit rate comparison, no regulatory trust signals, and no clear enrollment CTA placed at the right moments in the scroll.
In deregulated energy markets, customers don't enroll directly on the brand's site. After clicking an ad, they verify eligibility and complete enrollment through their state's official energy portal — which means GA4 conversions appear as Referral traffic, not Paid Social. Without understanding this, the campaign's actual performance would be invisible.
Switching electricity suppliers is not an impulse decision. Customers need to trust the company, understand the savings, and feel confident the process is straightforward and reversible. Generic or evasive creative would kill the click before the landing page had a chance to convert.
We don't run ads into a broken funnel. We fix the funnel first — then turn on the paid engine and optimise daily.
We built a dedicated enrollment landing page structured around the customer's actual decision process: How much will I save? Is this company legitimate? How does switching actually work? The page led with the rate comparison (11.27¢ vs 12.95¢/kWh), included regulatory trust signals, simplified the step-by-step process, and placed enrollment CTAs at each decision moment — not just at the bottom.
We wrote creative that addressed the specific friction in deregulated energy: "Is this legitimate? Is it worth the hassle?" The messaging was direct, locally grounded, and savings-first — leading with the exact rate and projected savings rather than brand awareness. We tested across multiple creative angles to identify what drove qualified clicks, not just impressions.
Paid social targeting was structured by ZIP code clusters within PA and NY service territories — not broad demographic targeting. We capped frequency, monitored cost per landing page view daily (target: under $0.60), and reallocated budget toward ad sets hitting below $2.50 per enrollment as real data came in across the 7-day window.
The campaign ran May 28 through June 3, 2026. June 1 — the campaign's fifth day — produced 610 enrollments in a single day. That is nearly twice what the client had ever achieved in an entire month.
In deregulated energy markets, enrollments aren't completed on the brand's website. Here's what the customer journey actually looks like:
Targeted by ZIP code in PA or NY. Creative leads with the specific rate differential: 11.27¢ vs 12.95¢/kWh — a 12.99% saving.
Rate comparison, regulatory trust signals, and a step-by-step process overview. The customer understands the saving and decides to proceed.
Pennsylvania or New York's official energy comparison portal handles identity verification and supplier selection — a regulatory requirement, not a friction point First Launch controls.
GA4 logs the conversion as Referral from the state domain — not Paid Social. The paid social click was the source. The portal is the fulfilment mechanism.
Of the 2,695 enrollments during the campaign window, 77.6% appeared as Referral in GA4. This is not a tracking failure — it is how deregulated energy enrollment works. Cross-referencing enrollment records with campaign spend confirms the $2.10 cost per enrollment figure with confidence.
Whether you're in energy, SaaS, D2C, or anything in between — if the gap between your offer and your results is wider than it should be, let's close it.
Get a Free Strategy CallTake a look at First Launch case studies for tips & tricks on how to improve your own brand performance
One content system change took Line of Thought from 105 to 235 followers — with 39% of the audience in...
A greenfield Google Ads build for a US health-tech education platform. First 30 days. 148.5 course sign-ups. 24.79% conversion rate....
See how First Launch helped City Power & Gas rank #1 on Google for 5 competitive energy keywords across New...