A highly competitive market
Energy is a highly competitive market. Primagaz France entrusted us with its Google Ads, Microsoft Ads and Meta Ads campaigns across the whole of France.
Primagaz France: a cost per appointment divided by three
Google Ads, Microsoft Ads and Meta Ads.
A single set-up, taken over in 2024.
Primagaz France entrusted us with its Google Ads, Microsoft Ads and Meta Ads campaigns on the national market, with one objective: to obtain appointments with prospects interested in a propane gas offer. We run the three platforms as a single set-up, cross-referencing geographic data, campaign history and signals from the field. Since we took over the campaigns in 2024, the cost per appointment booked has been divided by three.
Client: Primagaz France, energy (propane gas), France.
Assignment: Google Ads, Microsoft Ads and Meta Ads campaigns on the national market.
Period: since the campaigns were taken over in 2024.
AIxH services: Digital advertising, Google Ads & SEA and Social Ads.
Starting point
What was the objective of the campaigns?
One indicator: the cost of an appointment booked
The objective set for the campaigns is an appointment booked with a prospect interested in a propane gas offer, and the indicator tracked is the cost of that appointment.
A contact with no project uses up advertising budget and sales time.
Method
How are the campaigns run?
Data
Three sources cross-referenced
We cross-reference geographic data, campaign history and signals from the field to steer the campaigns.
Set-up
Three platforms, one steering
Search campaigns are extended to Microsoft Ads, to reach the audience that also searches on Bing. Google Ads, Microsoft Ads and Meta Ads are run as a single set-up, and optimisation work has continued since the takeover.
Arbitration
Recommendations examined one by one
The result was obtained by setting aside the optimisation that looked most obvious from the platform's point of view. Each automated recommendation is examined against the client's objective before it is applied or refused.
Result
What was measured?
Cost per appointment
Cost per appointment booked divided by three
Period: since the campaigns were taken over in 2024.
The appointment counted is the appointment booked.
Scope
What this figure measures
It covers the whole Google Ads, Microsoft Ads and Meta Ads set-up: it is not attributed to any single channel.
It describes neither the number of appointments nor Primagaz France's business activity.
Contact
Let's talk about your campaigns
Tell us which platforms you use and the objective you track: appointments, enquiries or sales. A first conversation is enough to frame a launch or a takeover, based on your account and its history.
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