Sectors / Energy

Acquisition that doesn’t depend
on the comparator.

An integral energy acquisition system for utilities, installers and self-consumption projects. Four connected phases: generation, transport, distribution and measurement. Applied to marketing like the power grid: if one fails, the rest doesn’t reach the client.

We don’t sell impulse.
We sell trust.

6-9 meses

is the average cycle between first digital contact and signing an energy client. Not won with isolated tactics: won with a system that accompanies the whole process.

Reference

Energy B2C/B2B accounts · Esconzeta 2024–2026

What we mean by energy marketing

In energy, the client compares three offers in 48 hours or takes six months studying self-consumption. Changing CNMC regulation, opaque tariffs, comparators eating margin and trust eroded after years of aggressive calls. Our job is to put your brand ahead of the comparator and keep it after the first bill.

What we do differently

We tie every euro to the signed supply point, not the form submitted.

Real sector pains

If any of these ring a bell, we continue.

Not textbook hypotheses. The six problems utilities and installers most often tell us.

01

Kelisto and Selectra decide your cost per signup.

If the comparator raises the bid, your CAC rises. If it changes criteria, you vanish from ranking. You don’t control your growth: a third party that also sells to your competitor does.

02

The lead arrives burned from call-centers.

The average consumer already got four calls this week selling power and gas. They reach your form with their shield up. If your copy and call sound like the same old, they drop before signing.

03

You sign a supply point today and lose it in six months.

Client arrives by offer, leaves by offer. You pay acquisition for a signup that never amortizes. Without retention, onboarding and post-signup communication, the well never fills.

04

The solar lead compares 3-9 months before signing.

Residential or industrial self-consumption isn’t impulse. They ask for three quotes, review subsidies, talk to neighbors. Without nurturing that keeps the conversation, they sign with the last caller.

05

CNMC pulls your campaigns without warning.

Banned comparisons, price with and without taxes, mandatory terms, permanence clauses. A landing converting yesterday is a fine today. You must write with the regulation on the other screen.

06

Each signup costs more than first-year margin.

Saturated auctions, bids only going up, commissions to sales network, comparator cost, contact center cost. Sum it all and the signup isn’t profitable if the client leaves before 18 months.

How we approach it

We don’t sell traffic. We tie you to the signed supply point.

Every energy account starts the same: first we understand where the signup enters, what the call-center does with it and how fast it drops. No diagnosis, any tactic is a bet.

01

Channel and churn diagnosis

Real signup origin (comparator, search, referrals, call-center), CAC per channel, churn rate at 6 and 12 months and tariff margin. If you pay Kelisto dearly, we see it. If you lose at month three, too.

02

Positioning outside the comparator

Own SEO for "electricity tariff", "self-consumption [province]", "energy community" and installer long-tail. We capture the client before they reach Kelisto, with your brand leading the decision.

03

Campaigns by tariff and power

Google and Meta Ads by power tier, region, PVPC vs free market, residential vs SME. Specific landings, no campaign cannibalization or bids burning on generic traffic.

04

Tracking to signed supply point

We integrate form, call-center, CRM and billing. Each signed supply point returns to the generating campaign, with margin and churn attached. You optimize for profitable signup, not form submitted.

Before paying another bid

30 minutes with you and we design the full system: from first search to signed supply point.

Let’s talk →

The system · Integral energy acquisition

A four-phase system. The same that move electricity, applied to your pipeline.

In the power grid, without generation there’s nothing to move; without transport it doesn’t arrive; without distribution it doesn’t enter the client; without measurement you don’t know what happens. In your energy marketing, exactly the same. The four phases work as one: missing one, the rest run half-power or blind.

01Generationwhere qualified traffic comes fromSEO utilities & installers

Show up before the comparator on every relevant search.

Architecture by tariff (PVPC, TUR, fixed, indexed), by power and by province. Product pages, legal comparisons, social bonus and energy community guides. Captures qualified traffic at peak intent and passes it to Distribution so nurturing starts with context, not cold.

  • −Architecture by tariff and power
  • −Local installer SEO by province
  • −CNMC-compliant technical tags
  • −Pages for "self-consumption subsidy"
02Transporthow traffic reaches the decisionGoogle & Meta Ads sectoral

Pay for traffic only when it shows up in supply points, not forms.

Google Ads account split by residential and SME, PVPC and free market, self-consumption and supply. Meta audiences segmented by real intent (home with panels, single-family house, rental). Excluded searches that stop budget bleeding. Bids adjust with signed-supply-point data returned by Measurement: you don’t burn money on leads that look good and don’t convert.

  • −Accounts split by tariff and power
  • −Audiences by self-consumption intent
  • −Texts compliant with CNMC
  • −Bids by real signup value
03Distributionhow it enters the final client and staysSelf-consumption nurturing & onboarding

Accompany the client during the 6-9 deciding months, and the 18 after.

Automated sequences by client phase: first inquiry, quote comparison, subsidy questions, surplus compensation, certified installer. And after signup: welcome with clear bill, consumption alerts, retention before the first churn peak. Receives leads from Generation and Transport, converts them into signed supply points and alerts Measurement each time a signup materializes.

  • −3-9 month sequences for solar leads
  • −Post-signup welcome first quarter
  • −Automatic Google and Trustpilot reviews
  • −Early alert before they leave
04Measurementwhat really happened and what to calibrateAttribution to signed supply point

Close the system loop. Without this, the other three run blind.

Measurement unbroken by blockers or cookie laws, connection with your CRM and billing system, attribution that splits credit across each action. Each signed supply point returns to the campaign that generated it (Transport) and the channel that discovered it (Generation). Monthly report where the word CUPS appears, not "sessions" or "leads". The motor self-adjusts only when all four phases are connected.

  • −Blocker-resistant measurement
  • −Returns each signup to Google and Meta
  • −CRM and billing connected
  • −Monthly supply-point and margin report

What you won’t find

What we DO NOT do.

In energy it’s easier to promise cheap signups than to sustain margin. These are the limits that let us work with sector judgment, not retail manual.

  • ×

    We don’t buy leads from comparators — nor resell purchased lists. The signup comes from your own channel or it doesn’t come. That’s the only real way to lower CAC, not mask it.

  • ×

    Nor promise signups in 30 days without churn — fast volume and long permanence rarely go together in energy. If you want 18-month signups, there’s onboarding and retention work that isn’t done while turning on a Google Ads.

  • ×

    Nor write copy outside the CNMC guide — misleading comparisons, "up to X% less" prices without terms, testimonials without consent. We prefer a less aggressive landing to a fine that freezes your account.

  • ×

    Nor only touch the form and forget the supply point — without server-side tracking to signed signup, optimizing to form is giving Google money. If the system doesn’t reach the supply point, we build it before spending the first euro.

  • ×

    Nor lock you in — site, domain, accounts, repository and access are yours from day one. Month to month. If we don’t deliver measurable pipeline, you leave.

  • ×

    Nor invent case studies — real accounts with real data, real contracts and traceable attribution before you sign anything.

Real numbers

What a well-built energy system moves.

−38%

Utility CAC

After 9 months migrating Kelisto/Selectra dependence to own channel (SEO + Google + Meta) with supply-point tracking.

+2.4×

Supply LTV/CAC

After post-signup onboarding and pre-churn retention. Same investment, average signup lasting 18+ months.

9/10

Signups traceable to supply point

Traceable to campaign, creative and keyword with server-side and billing integration. Bids optimized to real margin.

Average figures from energy accounts (regional utilities and solar installers) managed by Esconzeta in 2025-2026. Results depend on tariff, geography and digital maturity.

Sectors

Is this for my business?.

It depends on what you want to build.

We work with businesses that no longer want to improvise. That seek direction, not just execution.

EDP
Eleia Energía
Flame Analytics
Fotocasa
Santillana
Viacore
ULMA
Esnova
Ferrovial
Helvetia
ITC
Neodoc

A shared goal:
making every decision count.

Sector FAQ

What they ask us.

What does Esconzeta do for utilities and PV installers?

Esconzeta is a Spanish digital marketing agency specialized in utilities, PV installers and residential and industrial self-consumption projects. Designs and operates an integral energy acquisition system in four phases: Generation (technical SEO for electricity tariff, self-consumption and energy community), Transport (sector-specific Google and Meta Ads by power and region), Distribution (6-9 month solar nurturing and post-signup onboarding) and Measurement (signed supply-point attribution with server-side tracking and CRM). Goal: lower Kelisto/Selectra dependence by building own channel with defensible cost per signup.

How long for a utility to stop depending on Kelisto and Selectra?

It doesn’t switch off overnight. At 3-4 months you should already be lowering dependence to 50-60% with own SEO, well-set Google Ads and long-tail capturing content. At 9-12 months, own channel usually beats the comparator in volume and profitability. Key is to start today: each quarter depending on the comparator makes leaving more expensive.

How is an energy signup attributed to the digital channel through to signed supply point?

Yes. We integrate form, call-center and signup system (CRM, contracting software or ERP) so each signed supply point returns to the campaign, creative and keyword that generated it. That requires server-side tracking, offline conversions and 2-4 weeks of technical work at start. Without it, you optimize to form submitted, not signed client: and in this sector that’s where margin escapes.

How to write energy landings and ads compliant with CNMC?

Yes. We write with the CNMC best-practice guide and legal terms in front: prices with and without taxes, clear mention of TUR and free market, no misleading comparisons, visible permanence, right of withdrawal. We validate with your legal team before publishing. We prefer a less aggressive landing converting 30% less to a fine that freezes your ad account for weeks.

How does a utility manage online reputation and reviews?

Yes. Post-satisfactory-signup capture system (email + SMS), public response protocol, forum monitoring (ForoCoches, Reddit, OCU) and recovery plans when an aggressive campaign drops you below 3.5 stars. In energy, online reputation converts more than price: not delegated to "the community manager".

Does digital marketing work for small solar installers?

Yes. We work better with companies with product and focus than with large holdings. Regional utilities, electric cooperatives and certified installers are ideal clients: they have real clients to refer, can move fast and local content works much better for them than a generic national operator. Size is not the barrier: ambition is.

Does Esconzeta work with majors like Iberdrola, Endesa or Naturgy?

Majors (Iberdrola, Endesa, Naturgy, Repsol, TotalEnergies) have internal departments with their own structures: we don’t add the same as for a regional. Where we move serious ROI is with regional utilities, cooperatives, energy communities and installers: your size lets you be more locally relevant than any national operator.

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