- CASE STUDIES
- CASE STUDIES
MainPower – new ads strategies
For over a century, MainPower has been a trusted provider of electricity to the North Canterbury region, serving communities from north of the Waimakariri River to Kaikōura.
MainPower reached out to us around the change-over from Universal Analytics to GA4 Analytics and needed help with reporting setup as well as managing their display and search campaigns.
Take a look at their website at https://www.mainpower.co.nz/
Industry
Community, Lines Management
Our Role
Website Design
WordPress Development
Google Ads
Meta Ads
Testimonial
The challenge
MainPower’s paid activities in Google Ads are a different kettle of fish to your typical Search Ads. For them an increase in searches and website visits usually indicates a power outage, rather than an “increase in sales”. MainPowers’ objectives for their Google Ads and website is primarily on sharing quality information and promoting safety. It was important to provide effective communication to their network users about power outages. They also need to inform their users about how to prepare for power outages, best practices for tree trimming, how to work near the MainPower network and how to apply for new connections.
The solution
Their existing display campaigns all received a refresh in artwork as well as an update in placement and audience settings. This ensured that those people seeing the ads were connected to MainPower’s network.
We discovered their search campaigns were running on a “Smart bidding” strategy which was spending budget on irrelevant keywords. We updated the ads and campaign structure to ensure the ads had a much lower cost per click. This allowed MainPower to run their campaigns with a very small daily budget.
We continued to refine and update the messaging of their ads while maintaining frequent communication with their team. We love getting feedback and enjoy a fantastic relationship. Their passion for clear communication and supporting their network users shines through every conversation we have. We are currently working on a User Experience and Content Refresh project based on SEO insights to optimise the information on their website further.
The results
We’ve been partnering with MainPower since May 2023.
Check out how during September 2024, we ran a MainPower community fund campaign and a strategic change in audience settings mid-month, bringing an increase in leads of 266% compared to the start of the month.
