Energy Sector: Performance Max Strategy

A well-executed four-campaign Performance Max implementation that generated 42% of total leads while enabling seamless expansion across all Google surfaces, capturing valuable competitor traffic at one-tenth the cost of traditional search campaigns.

Results

Client brief

Double website traffic from Google Ads to fuel post-lockdown recovery and boost leads by 20%, despite existing search campaigns already operating at maximum budget capacity with no feasible room for keyword expansion.

Our approach

Engineered a bespoke Performance Max implementation featuring four distinctive campaigns, each meticulously calibrated for specific audience segments, creative assets, geographic targets, and optimised budgets.

• Harnessed Customer Match lists for precision targeting and personalisation
• Deployed advanced customer acquisition features to accelerate qualified lead growth
• Implemented dynamic budget allocation based on real-time performance metrics

Campaign Architecture

Our comprehensive four-pronged Performance Max strategy for the energy client encompassed:

• Residential Campaign: targeting homeowners with customised solar panel solutions and energy efficiency offerings to reduce utility costs
• Commercial Campaign: delivering tailored business energy solutions with measurable ROI and substantial operational cost savings
• New Build Campaign: engaging property developers and new construction projects with integrated energy system designs
• Competitor Campaign: strategically capturing high-intent traffic from competitor searches with compelling value propositions

Customer Match Strategy

We segmented Customer Match lists into strategic categories for highly targeted messaging:

• Previous quote requesters who didn’t convert, with tailored re-engagement messaging
• Current customers eligible for complementary services and upgrades
• Properties with specific characteristics matching our ideal customer profile parameters

Outcome

Performance Max campaigns delivered an impressive 42% of total leads since launch in March 2022, while simultaneously empowering the advertiser to establish a commanding presence across all Google surfaces. Furthermore, we uncovered the opportunity to capture high-intent competitor traffic at just one tenth the cost-per-click compared to traditional search campaigns, dramatically improving overall campaign economics.

Client names are withheld for confidentiality. Results are from this client’s account and aren’t a promise for yours.