Lower CPA, higher scale: Turning awareness Into demand

Challenge

Your NRG had strong CPAs, but growth was limited – especially in new depot areas, where brand awareness was low and acquisition costs stayed high.

We introduced a paid social strategy designed to build demand before peak season, not just capture it.

1. Building awareness earlier in the year.
Moved beyond short-term lead generation and focused on making more people familiar with Your NRG before peak buying periods.
2. Planning around seasonal demand.
Launched a summer awareness campaign to reach people before they needed heating oil, giving the brand a stronger position ahead of winter.
3. Keeping the brand visible during quieter months.
Invested £3.9K across Meta from May to August to maintain recognition while competitors were less active.
4. Reaching warmer audiences at the right time.
When winter demand increased, we retargeted people who had already seen or engaged with the brand, helping the campaign generate better-quality leads more efficiently.