Payless Power is an electricity provider in the crowded, deregulated Texas electricity market. New customer acquisition is key to the brand, but so is retaining customers. Prior to working with The Threadgill Agency, Payless Power had taken a blanket approach to search marketing, targeting ads to anyone ready to purchase, whether a new customer enrolling for the first time or an existing customer making a regular payment.
Though this approach correlated with strong customer retention, it also yielded increasingly high CPAs for new customers. We believed Payless Power's best-in-class customer service and strong organic search presence would continue to drive customer retention, even if advertising dollars were spent primarily on new customers. We developed a comprehensive, measured testing approach to steer the account toward new customer acquisition.