NextEra Surge Shield
Renewable Energy Marketing Case Study
NextEra specializes in renewable energy solutions, including SurgeShield, which protects homeowners from electrical surges. When they partnered with us, we had a short turnaround time for deliverables. We launched targeted ad campaigns and improved their tracking systems. Over three months, our strategies led to a 40% reduction in cost per lead. We expanded their reach using Performance Max campaigns and targeted search ads, significantly increasing lead quality. Our approach effectively enhanced NextEra’s lead generation and cost efficiency.
Our Process
Problem
Before partnering with our agency, NextEra faced major marketing challenges. The tracking system was inadequate, making it hard to measure marketing effectiveness. With the lack of reliable data, their team was unable to attribute its sales efforts to specific marketing activities. This, in turn, hindered their ability to optimize campaigns and gauge their true performance.
In addition to tracking issues, NextEra faced significant challenges with Google Ads management. They had no presence in paid search results for SurgeShield and relied solely on organic traffic. This limited their visibility and reach. As a result, they struggled to target and convert their desired audience. Their brand visibility and lead generation were severely constrained, which significantly restricted their potential to attract and convert new leads.
Objective
- Increase lead volume significantly and rapidly.
- Utilize the marketing budget effectively to drive high lead volume.
- Achieve a favorable cost per lead within the specified budget constraints.
Strategy
Our agency implemented a multi-faceted strategy for NextEra’s marketing and advertising challenges. We created and launched targeted ad campaigns within a few days, focusing on homeowners by leveraging various demographics and interests. Our approach included utilizing algorithmic conversion optimization so the campaigns could scale effectively. We also enhanced NextEra’s tracking by implementing unique event triggers to monitor user interactions through their multi-step form process.
For Google Ads, we utilized Performance Max campaigns to broaden the reach and ran targeted search ads to capture niche audiences. Our strategy was exclusively digital, as NextEra had no interest in traditional marketing methods. We adopted a pay-for-performance model, which aligned perfectly with NextEra’s need for scalable and cost-efficient marketing solutions.
Results
Our approach significantly increased overall lead volume through precise audience targeting and optimized ad spend. We enhanced NextEra’s ability to attract high-intent users, resulting in higher engagement rates. The improved tracking and reporting systems provided actionable insights, enabling ongoing campaign adjustments and further boosting marketing effectiveness.
Effective Budget Utilization
Our agency’s approach allowed NextEra to fully optimize its marketing budget. Over a period of three months, we strategically allocated their substantial budget to achieve superior results. We ensured that NextEra’s budget was used efficiently by implementing a series of targeted ad campaigns and focusing on algorithmic conversion optimization.
We specifically developed and managed Google Ads campaigns to maximize budget effectiveness. Utilizing Performance Max campaigns, we scaled the budget efficiently across Google’s entire suite of platforms, allowing us to reach a broad audience while maintaining control over spending. We also ran targeted search ads to capture niche audiences with high intent, which contributed to achieving a cost per lead that was over 10% better than NextEra’s initial goal. This level of budget efficiency was critical for meeting NextEra’s lead generation targets and significantly improving their return on investment (ROI).
Accurate Tracking and Reporting
We streamlined NextEra’s tracking and reporting systems to address gaps in their data collection. This process involved thoroughly reviewing and enhancing their event tracking code and customer journey path. To improve accuracy, we introduced unique event triggers that monitored user interactions through each step of the multi-step form process. Although we couldn’t modify the website code directly, we implemented these triggers to track user activities precisely.
With these enhanced tracking mechanisms, NextEra was able to accurately attribute sales to specific marketing efforts. This advancement enabled more effective campaign optimization and reduced the cost per lead. Improved tracking data allowed Google’s algorithms to target the right audiences with greater precision, leading to more efficient and impactful marketing outcomes.
Improved Lead Performance
Our efforts led to a 40% year-over-year reduction in NextEra’s cost per lead. We quickly developed and launched targeted ad campaigns to reach homeowners through various demographics and interests, using algorithmic optimization to ensure effective scaling.
In addition, we managed Google Ads campaigns, utilizing Performance Max to expand reach across Google’s platforms and running targeted search ads to capture niche audiences with specific search terms. This comprehensive approach maximized visibility, engaged both broad and specialized market segments, and significantly improved lead quality and cost efficiency.
