Case Study: Santana Energy Services achieves 50% more conversions with Black Propeller

Santana Energy Services boosts conversions 50% with Black Propeller

Santana Energy Services, a B2B and B2C energy provider, was experiencing poor performance and wasted ad spend from its Google Ads campaigns. The company hired Black Propeller and set a goal to achieve a $250 cost per acquisition (CPA), which required a 42% reduction in cost per lead. Major challenges included an outdated account structure, restrictive location targeting, and an on-site form that impeded conversions.

Black Propeller implemented a strategic overhaul of the Google Ads account. They reallocated budget from poorly performing display ads to search, rebuilt the campaign structure to support AI learning, and changed the bidding strategy. They also worked with Santana to simplify the on-site form, which had previously increased conversions by 30%. As a result, Black Propeller achieved a 50% increase in conversions year-over-year and a significant reduction in CPA, meeting the client's primary and secondary goals.

Santana Energy Services