Spend on households ready to switch, not on customers checking a bill.
An energy supplier's website is a service portal with a shop attached. Most paid clicks come from customers looking for a bill, a meter reading or a moving-home form. Google and Meta read all of it as buying interest. Iris separates the two, so the budget follows signed contracts.
What gets in the way
Your site is a service desk first
Bills, meter readings, direct debits, moving home. Most visits are customers you already have, and many arrive through a paid click on your own brand name. The platforms see long, engaged visits and go looking for more people like them.
Demand arrives in bursts you did not create
Nobody browses energy tariffs for fun. People shop when a fixed term ends, when they move, or when prices make the news. A price announcement sends generic search volume soaring, and most of that surge is people checking the rate, not changing supplier.
A tariff and a solar installation are different businesses
A supply contract is signed in one sitting or not at all. Solar, batteries, EV charging and heat pumps take weeks to decide, cost thousands and start with an inquiry. One cost-per-order target across both starves the product you are trying to grow.
What Iris does about it
Existing customers measured, then taken out of the signal
Iris shows the share of existing customers each campaign brings. Iris Signal keeps them out of what Google and Meta learn from, so their bidding stops chasing logins.
A price for every campaign before the contracts arrive
Each campaign is priced on expected orders, using high intent visits where signed contracts are still few, and compared with similar campaigns. A surge of rate-checkers shows up as volume without intent, and the next morning's plan says lower.
Your calendar and your priorities, in writing
Season, price changes and product goals go in as instructions the AI council reads every night. A price limit per product lets solar carry a higher cost per order than a tariff.
A decision you might see
Price searches bring rate-checkers. The campaign keeps running on a smaller budget, and the difference is free for campaigns whose visitors go on to sign.
Instructions we might write with you
- Season and timingWinter is our high season. Expect more generic search from November. Judge those campaigns on intent, not on volume.
- GoalGrow solar and battery sales this spring, even at a higher cost per order.
- Campaign noteBrand Search mostly serves existing customers. Keep it running, but never raise it on order count alone.
- About the businessA fixed-price contract is worth more to us than a variable one.
See Iris on your own numbers.
Book a meeting. We show you Iris on a demo account. Then we measure your potential and prove the value in your own accounts, before you commit.
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