Case Study
NW Natural’s Promotional Performance Overhaul
NW Natural
With more than 150 years of energy service in the Northwest, NW Natural wanted to improve visibility for its seasonal furnace promotions while making better use of its marketing budget across search, display, and paid social.
Industry: Utilities / Energy
Location: Pacific Northwest
Project Scope: Paid media strategy, budget reallocation, campaign efficiency optimization
Solution Provided: A dynamic paid media strategy that reallocated budget in real time based on campaign performance, boosting click-through rates and reducing cost-per-click without expanding total spend.
The Challenge
The Solution
- Real-Time Budget Reallocation: Rather than running static campaigns, Deksia restructured NW Natural’s promotional strategy to dynamically shift budget toward ads and channels showing the highest click-through rates.
- Channel Performance Monitoring: By reviewing campaign data weekly, NW Natural was able to identify which platforms, messages, and creatives resonated most—and reallocate budget accordingly.
- Smarter Measurement: The campaign emphasized click quality over volume, prioritizing engagement and cost-effectiveness while improving promotional messaging clarity across all channels.
The Results
The shift in strategy brought a major lift in campaign performance:
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116% increase in click-through rate (CTR)
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71.9% decrease in cost-per-click (CPC)
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69.1% decrease in total ad spend
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48.3% fewer impressions, yet 9.86% more clicks
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Total spend was only 30.9% of the prior year’s
By focusing on outcomes over output, NW Natural increased engagement, saved money, and strengthened awareness for a critical seasonal promotion.
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