British Gas – Educate, Nurture, Convert

Campaign:  British Gas
Industry: Energy & Utilities
Scope: Performance-led lead generation campaign (strategic build and execution)
 

Overview:

Our challenge was to develop a strategy that would capture homeowner interest before traditional high-intent triggers occurred. Rather than compete in crowded, high-CPC intent channels, the goal was to engage prospects earlier in their journey with educational, value-led content, and convert that early interest into qualified demand through a structured nurture system.
 

Using Daaco’s proprietary Capture & Nurture System (CNS™), we created an environment where British Gas’s value proposition could be introduced gradually — through content, follow-up comms, and intelligently timed remarketing — leading to higher quality conversions and deeper brand engagement.
 

Rather than competing on high-cost, high-competition direct intent keywords, our approach focused on education-first content that helped homeowners understand their energy upgrade options, with British Gas positioned as the trusted solution.
 

The Strategy:
 

• Created educational, value-led content to attract early-stage intent across multiple digital channels

• Captured first-party data through gated tools and interactive content

• Deployed multi-stage nurturing workflows using Daaco's proprietary Capture & Nurture System (CNS™), customised to reflect British Gas messaging and values

• Delivered tailored follow-up sequences aligned to the user’s original point of interest (e.g., savings, eco-efficiency, warranty assurance)

• Implemented real-time lead scoring to prioritise the highest-quality opportunities

• Reinforced messaging with aligned remarketing sequences across social and display channels

• Captured behavioural signals (e.g. page visits, scroll depth, engagement) to retarget users and build lookalike audiences from top-performing segments
   

Results:
 

• Delivered over 2,500 high-intent leads during the campaign period

• Achieved a 32% higher quote conversion rate compared to standard CPL channels

• Reduced cost per qualified lead by 15% through early-stage content capture

• Increased retargeting click-through rates by 46% using segmented, intent-aligned messaging

• Enhanced customer experience through consistent brand messaging across the journey

• Increased pipeline quality by aligning content and communications with user motivation

• Built a replicable funnel strategy that could scale nationally across product verticals