Paid Media

eEnergy

Discover how we delivered a 5x higher conversion rate and £21 in pipeline value for every £1 spent.

Paid media

Turning Clicks Into Conversions.

What we achieved

eEnergy partnered with Overdrive Digital to help support a growth in lead generation across their key target sectors. The requirement was for an agency partner to become proactively involved in the business and building new channels for pipeline growth.

To meet the objective above, Overdrive Digital initiated a set of paid search campaigns, designed and built custom landing pages, coordinated with Salesforce for clear pipeline tracking, and designed an email nurture program.

The result to date is a 5x higher conversion rate than the main eEnergy website, and £21 in pipeline value for every £1 invested in media.

A conversion rate

5 x

the site average

Every £1 invested in media returned

£21

in pipeline value

The Challenge

eEnergy is a leading digital energy services provider, revolutionising the path to Net Zero for education, B2B and public sector organisations. They specialise in eliminating energy waste and making sustainability not just achievable but profitable.

Overdrive was tasked with building a paid media function to acquire qualified leads, pipeline and contract revenue for the business.

The challenge

Step 1

Our first step was to conduct keyword research to identify the best opportunities within LED lighting and solar installations.

A new Google Ads account structure was then built to answer demand in key sectors and attract highly qualified traffic.

Step 2

Working with eEnergy, we ensured full paid media tracking in Salesforce to help provide a clear view on sales KPIs against performance marketing activity.

Regular optimisations were carried out to ensure constant refinement in the approach.

Step 3

Custom landing pages were designed and built to improve conversion rate and maximise lead capture potential.

Step 4

Using Pardot, a lead nurture journey was mapped out to help carry opportunities through the pipeline.

The results

Collaborating closely with the eEnergy sales team, we qualified leads to pinpoint the keywords driving the most valuable traffic. This feedback loop informed ongoing campaign optimisations to improve lead quality.

Additionally, we utilised Hotjar to analyse user behavior on the landing pages, identifying potential barriers to conversion. Insights from Hotjar, combined with CRM and campaign data, allowed us to refine both the campaign structure and landing page experience, driving continuous improvement in results.

As a result, our landing pages achieved a conversion rate 5 x higher than the site average. With 56% of leads converting into opportunities, for every £1 spent on media we returned £21 in pipeline revenue.

Testimonial

Working with Jon Quinton and the Overdrive Digital team has been both insightful and highly productive. In an explosive market like ours, choosing the right partner—one that can keep pace with our growing demands—is critical. Overdrive Digital’s execution, experience, and ability to embed themselves in our business have been invaluable, delivering exceptional results for eEnergy.

Cass Swallow

Chief Marketing Officer