Plug In Stations

Plug In Stations reduced their cost per lead by 80% and now receive over 700 leads per month

16.68%

Conversion Rate

£9.28

Cost Per Lead

7,300

Leads Generated

Meet The Client

When we first met Andy, Plug In Stations were growing, but not sustainably. Their lead flow relied heavily on platforms like Bark, where poor-quality “shared leads” were being sold to multiple installers at once. By the time Andy reached a prospect, four or five competitors had already called.

The business had strong technical expertise and a clear market need, but the model was stuck:

- Low-quality leads
- No exclusivity
- No control
- No predictability

In an industry experiencing explosive demand, Plug In Stations weren’t seeing the volume or quality of enquiries required to scale. Andy knew paid search should work. What he didn’t have was a strategic partner capable of making it work against enormous competition.

Our Brief

Andy needed a dependable, exclusive lead generation engine. One that delivered consistent, profitable enquiries the business could rely on.

Plug In Stations were competing with some of the largest, best-funded players in the UK energy market.

We had to:

– Build a high-performing, compliant acquisition system
– Generate better leads than Bark and third-party platforms
– Do it on a fraction of the budget that E.ON, Octopus, and other giants were spending
– And prove we could scale, without compromising profitability

The Challenge

David vs Goliath: Outspent 200:1

Our research, supported by industry tools and competitive insights, estimated that major providers such as E.ON and Octopus were spending over £400,000 per month on ads.

Andy’s initial budget: £2,000 per month. We couldn’t win by bidding on the same obvious keywords. The auction would swallow us whole.

Low-Quality, Over-Sold Lead Sources

Bark and lead generators were selling Plug In Stations the same poor-quality leads they sold to four or five other installers. Plug In Stations weren’t losing because they were bad at sales, they were losing because they never had a fair shot.

High CPC Market

In the EV installation space, clicks commonly cost more than £10 each. To generate leads for less than £10 required a strategy that was not just efficient, but genuinely disruptive.

Our Approach

While the exact strategy remains confidential, below is what we can share.

We chose not to fight the giants head-on

Instead of competing against Octopus and E.ON on their terms, we analysed every keyword, every search pattern, and every commercial intent signal until we found a segment of the market big enough to scale, but small enough for the giants to ignore.

Relentless Revenue Tracking, Not Lead Tracking

We built an internal feedback loop that tracked actual sales revenue, not just leads. This allowed us to identify the keywords that generated profit, not just form submissions.

This was a crucial distinction:
Sometimes we generated the lead…
…but Octopus won the sale through cross-selling and bundling.

Only revenue tracking revealed the truth.

Hyper-Focused Landing Experience

Once we identified our high-value customer segment, we designed a landing page experience specifically for them.

We went deep into:

– Their behaviours
– Their objections
– Their motivations
– Their decision triggers

The end result was a user experience that made Plug In Stations the obvious choice in head-to-head comparisons, even against giant brands.

Outworking the Market

We didn’t try to outspend the competition (that would be silly). We outworked them in an area they couldn’t justify working in.

We:

– Analysed every keyword
– Measured every pound of revenue
– Fed data back into Google daily
– Repeated the cycle again and again

Over time, we carved out a profitable niche the giants weren’t paying attention to, but Plug In Stations could own.

The Results

Transformational Cost Per Lead

The account shifted from £50+ CPL to under £10 in a sector where clicks cost more than that.

Sales Rate Increased

Not only did leads become cheaper, but they also became far more valuable. Plug In Stations began winning deals against Octopus directly because of the improved alignment between keyword intent, user experience, and qualification.

High-Value, Scalable Lead Flow

While full revenue results remain confidential, we can disclose:

– Each lead is worth approximately £1,000
– Plug In Stations now generates over 700 leads per month

Team Expansion & Sustainable Scale

With this volume, Andy has:

- Employed a team of three full-time salespeople
- Increased ad spend from £2,000 to £14,000 per month
- Continued to scale using the same methodology we implemented from day one

And performance continues to compound.

The Account Today

Plug In Stations now run one of the most profitable EV installation lead engines in the sector – despite competing with brands spending hundreds of times their budget. Each month, we optimise using real sales data, refine the user experience, and continue expanding the profitable niche we uncovered early on.

While the specifics remain confidential, the outcome is clear: a sustainable, scalable, and highly effective acquisition system that keeps growing without straying from the strategy that made it successful.

Our Feedback

“Taylor works closely with our team to work different bespoke Google Ads campaigns in both commercial and domestic sectors - I would highly recommend his services!”

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