Renewable energy
Challenge:
Generate qualified B2C and B2B leads for solar PV systems and battery storage.
Approach:
- Google Ads account audit
- Keyword strategy
- New ads and extensions
430%
Increase in leads from Google Ads
Read the full case study
Home / Case studies / Contesini Consulenze
299 enquiries at €7.20 each, starting from zero
How we built Google Ads lead generation from scratch for Contesini Consulenze, two agencies in the province of Mantua offering advice and deals on electricity and gas: a new landing page, tracking and local campaigns.
299
enquiries generated
€7.20
cost per enquiry
68%
of enquiries become sales opportunities
2
local agencies served
The starting point
With Contesini Consulenze, we started from zero
Contesini Consulenze has two walk-in offices in the province of Mantua where households and small businesses go to compare electricity and gas deals. Before the project, those offices were the only acquisition channel.
Footfall at the offices changes with the seasons and with the habits of people passing through the town centre. In slow months sales dropped, and there was no channel bringing in enquiries consistently. Google Ads had never been used.
01
No lead generation process
Without a structured channel, the company depended on whoever walked into the office. Results were patchy and sales could not be planned.
02
A landing page that did not convert
Visitors could not find the essential information and left before getting in touch: user experience problems both in finding information and in the form.
03
Nothing to measure
No conversion tracking, no events in Google Analytics. Any campaign would have started blind.
Building from zero has one advantage: you can do everything in the right order.
Landing page and tracking first, then the campaigns. In this order the client saw a positive return within the first few weeks.
- Client
- Contesini Consulenze
- Industry
- Electricity and gas consultancy
- Period
- September 2023 to March 2024
- Services
- Google Ads, landing page, tracking
The work
What we did, in this order
A local project on a modest budget does not forgive waste: every euro has to reach someone in the area who is genuinely looking for a deal.
01
User experience analysis
We studied how visitors behaved on the site to find the bottlenecks in the contact journey, from finding information to the form.
02
New landing page
An intuitive, mobile-first site with a clear contact journey: visitors immediately understand the offer and how to request a quote.
03
Tracking with Google Tag Manager and GA4
Custom events in Tag Manager and conversions set up in Google Analytics 4 and Google Ads, so every enquiry is measured and attributed to the campaign that generated it.
04
Local Performance Max campaigns
Campaigns focused on the area around the two agencies, with smart bidding on tracked conversions to get the most enquiries from the same budget.
The results
299 enquiries in seven months, and two in three become opportunities
The figures cover the period September 2023 to March 2024.
| Metric | Value |
|---|---|
| Enquiries generated | 299 |
| Cost per enquiry | €7.20 |
| Enquiries that become sales opportunities | 68% |
68% is the share of enquiries the sales team judged workable. For a local service like energy consultancy, lead quality matters more than volume: a €7 lead from outside the area is worth nothing.
Key takeaways
What we would do for a local business like yours
Page first, traffic second
Sending visitors to a landing page that does not convert is the quickest way to conclude that Google Ads does not work.
Measure from day one
Without tracked conversions you cannot optimise, and you cannot tell the client what their budget bought.
Stay local
A local campaign lives on geographic exclusions: every click from outside the area is a wasted click.
Does your business also depend on who walks through the door?
Sales that follow the seasons, no channel bringing in enquiries consistently, a site that does not convert. If you recognised your situation while reading this page, building from zero is simpler than you think.
In 30 minutes we review your site and, if you have one, your Google Ads account together. You will leave with recommendations you can put to use straight away to start generating enquiries.
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