MET Energia: Qualified leads and scalable digital marketing in the energy utilities market

Project Tags

A project to bring retail customer acquisition online in a structured, effective and sustainable way.

The Challenge

MET Energia is an international energy utility with a strong presence in the energy business and industrial world.

Aiming to expand its presence in the Northern Italian retail market, the company has embarked on a progressive digital marketing journey aimed at generating qualified leads in an extremely competitive sector dominated by operators with very large communication budgets.

The challenge was to create a system capable of withstanding the market's advertising pressure, optimizing resources and integrating digital activities with commercial management.

The Strategy Approach

The intervention was developed on multiple fronts, with particular attention to scalability, advanced monitoring and lead quality:

📈 Meta Ads campaigns with internal modules → Continuous testing of creative and communication angles, with constant rotation and updating to improve conversion rates.

💻 Website Performance Review → Direct collaboration with internal marketing to optimize layout, speed, UX, and on-page conversion tracking.

🎯 SMA Campaigns (Google Ads + Bing Ads) → Strategy developed on advanced configurations (not disclosed for confidentiality reasons) designed to maximize leads with optimized budgets .

🤖 AI integration in the lead flow → 24/7 AI agent that qualifies contacts from various sources and directs them to the most suitable sales area, speeding up response times and improving the user experience.

📊 Advanced Tracking → Precise event setup for accurate measurement of each conversion and direct connection to business performance data.

The Results

📋 758 leads generated through Meta Ads in the last 18 months, with an average CTR of 2.61% across over 5 million impressions.

🌐 Around 800 leads from the website , thanks to the integration between SMA and UX optimization

🚀 Constantly growing conversion rates , in line with the digital team's objectives.

⚡ Continuous performance improvement thanks to constant synergy between the agency and internal team, with iterative reviews based on real data and competitor observation.

The Value per MET

This project has demonstrated how, even in a highly competitive and market-pressured environment, it is possible to build a sustainable, integrated lead generation system that can scale over time.

✔ Increased response speed thanks to AI

✔ Contacts tracked, managed and processed in a structured way

✔ Solid and replicable system , based on real data and transparent collaboration between agency and company