British Gas Leverages AI-Powered Marketing to Boost Sales by 430%

British Gas, a major energy supplier in the UK, faced a significant challenge in its marketing efforts. The company's boiler installation business was highly profitable, but its digital marketing campaigns were not translating into offline sales. In an effort to address this issue, Kathy Connolly-Livings, Head of Performance Marketing at British Gas, and her team worked with Google and their agencies to integrate their customer relationship management (CRM) system with Google Analytics.

This integration allowed them to see which digital touchpoints were driving real-world revenue, rather than just relying on lead volume. By shifting from a Target CPA (cost-per-action) model to a Target ROAS (return on ad spend) approach, the team was able to optimize bids based on actual expected revenue.

As a result of this change, the company saw a 4.3X increase in sales volumes and an 11% blended ROAS growth in a recent A/B test.