Beem is a French startup democratizing solar energy through DIY photovoltaic kits. Their promise: allowing everyone to produce their own electricity in minutes, without a technician, and at a lower cost. To accelerate their growth, they called on Donutz Digital in early 2022 with a clear objective: to structure and boost their paid acquisition.
Objectives and Context
When Beem contacted us in March 2022, their Google Ads campaigns existed but lacked structure and management. The priority was twofold: generate direct sales via their e-commerce site while tracking non-transactional leads captured in Hubspot.
The objectives were as follows:
- Deploy high-performing campaigns on Google Ads (Search, Shopping, Performance Max).
- Prepare and activate Bing Ads as a complementary channel.
- Implement complete and reliable tracking throughout the conversion funnel (Shopify + Hubspot).
- Improve campaign profitability while increasing sales volume.
Implemented Strategy
From the first weeks, we conducted a comprehensive audit of existing campaigns and tracking. A key point: we identified poor data reporting on Google Ads and Analytics, which skewed performance evaluation. A technical action plan was therefore launched to restore data reliability (via Google Tag Manager and GCLID for offline conversions).
On the Google Ads side, several avenues were explored. We quickly tested PMax, but this format proved too costly, leading us to favor a return to classic Shopping, which was much more profitable. Each product feed was reworked, which improved profitability on pure Shopping campaigns.
We also thoroughly reworked the structure of non-brand Search campaigns, broadening queries, geographically segmenting audiences, and testing different bidding strategies. A specific campaign was set up around TV appearances (TF1, M6 – Capital), with personalized ads broadcast in the days following each appearance.
In parallel, we activated Bing Ads in September and progressively optimized lead tracking in Hubspot. A new advertising structure emerged in the fall, more coherent with identified personas and search intentions.
Collaboration involved monthly exchanges to analyze performance, incorporate product feedback (such as the 10-year warranty or energy voucher), and adjust budgets according to key periods (promotions, electricity price increases, etc.).
Results and Performance
The efforts bore fruit very quickly. Between May and July 2022, the ROAS more than doubled. At the same time, the CPA dropped by 47%. The transaction volume multiplied by 5 to 6 times in the space of two months.
July was a peak: campaigns generated sales, with a CPA still 47% lower. The number of clicks increased by nearly 30% compared to the previous month.
From autumn, seasonality naturally affected performance. From December, we observed a rise in ROAS following the autumn decline, thanks to a better structure of non-brand campaigns and technical adjustments.
Lessons and Recommendations
This mission with Beem allowed us to confirm several strong convictions in performance marketing.
First, that tracking is the foundation of any profitable strategy: without reliable data, it’s impossible to properly manage campaigns. Next, that granularity pays off: segmenting by geographic area, device, query type, or broadcast time (such as after a TV appearance) allows for fine-tuning messages and bids.
Finally, we saw how crucial it is to run campaigns in line with the real business context: launching promotions, tension on electricity prices, evolution of offers… Reactivity is key to staying competitive.
Conclusion
In less than a year, Beem has transformed its paid acquisition from an experimental lever into a solid growth engine. With a stable technical foundation, well-structured campaigns, and continuous test & learn logic, the brand is now in a position to scale confidently.
At Donutz, this is exactly what we love: engaged clients, reliable data, and concrete results. Shall we discuss your project?
