Turning Salesforce Sales Data into Revenue-Led Paid Search

Client: British Gas

Paid search is the engine of British Gas’s boiler acquisition strategy, accounting for the lion’s share of performance investment. Yet despite its scale, paid search performance had a fundamental limitation: success was measured by leads, not sales.

In partnership with TRKKN, we set out to shift from volume-led optimisation to value-led growth. The success of the initiative enabled British Gas to fully transition boiler activity to value-based sales bidding, redefining how paid search drives business revenue and setting a new benchmark for first-party data activation across Omnicom and TRKKN.