We Power Your Car

Electric Vehicles being charged on a street

The Challenge

We Power Your Car (WPYC) operates within the fast-growing UK electric vehicle charging market, where demand continues to rise alongside increasing competition. From the beginning of the partnership, the objective was clear: generate 500 leads per month through paid media. However, performance was impacted by a combination of tracking issues and a low lead-to-sale conversion rate, limiting both visibility of true performance and the ability to optimise effectively.

With Growth, Comes Complexity

As the EV market matured, competition intensified. A competing energy provider began introducing bundled offerings, shifting customer expectations and increasing pressure across the market. At an account level, further complexity emerged:

Campaigns were not aligned to best practice
Key converting search terms were missing from keyword coverage
Limited data signals restricted smart bidding effectiveness
Activity was heavily weighted towards bottom-of-funnel search, limiting scale

The business needed to ensure that paid activity delivered commercially viable leads, not just volume.

Our Work

Working in partnership, our work focused on stabilising and improving the account’s performance through better structure, data and optimisation.

Account Audit & Restructure

A full audit identified gaps in best practice, keyword coverage and data usage, forming the basis for a revised paid strategy.

First-Party Data Integration

Additional data signals were introduced to improve targeting accuracy and support smarter bidding strategies.

Expanded Targeting Approach

Broad match was introduced alongside AI-led campaign types to improve reach and allow platforms to better identify relevant users.

Improved Cost Efficiency

Campaign optimisation resulted in a reduction in cost per lead compared to previous performance levels.

The Results

The account now operates on a more structured and efficient foundation, with improved alignment between targeting, data and bidding strategies. Cost per lead has reduced, reflecting stronger optimisation and improved use of platform signals. From a commercial perspective, early performance was impacted by tracking issues and internal conversion challenges. As these issues have been addressed, the business has gained clearer visibility of performance and has begun to adapt its approach accordingly.

This has contributed to a broader shift in direction, with WPYC exploring e-commerce opportunities within the B2C market to better align with demand and improve conversion outcomes.

"Our work with WPYC has been focused on building a stronger foundation for paid performance. By improving structure, data inputs and optimisation, we’ve been able to reduce inefficiencies and position the account for more sustainable growth in a highly competitive market."

James Starkey | Director | Black Lab

The Solution

Black Lab became an extension of WPYC’s team, leading the strategic improvement of its paid search activity. The engagement began with a detailed audit, identifying that the account was not fully aligned to best practice, lacked key converting search terms, and did not have sufficient data to support effective smart bidding. From this, Black Lab implemented a revised approach focused on:

Strengthening account structure to improve performance and scalability
Expanding keyword coverage, ensuring key converting terms were captured
Introducing first-party data to enhance targeting and bidding accuracy
Leveraging AI-driven optimisation, including broad match and Performance Max, to identify higher-value users

While the strategy remained focused on improving lead volume, equal emphasis was placed on lead quality and commercial viability, ensuring the account supports wider business objectives. Black Lab continue to work closely with WPYC, providing ongoing optimisation and strategic guidance as the business evolves its approach within a rapidly changing EV market.