.jpg)
Migrol AG is a leading company in the Swiss energy services market and, as part of the Migros Group, focuses on thermal energy, mobility and electric mobility. It supplies over 100,000 customers across Switzerland with heating oil and wood pellets. The central challenge is both to attract new customers for heating oil, to retain the existing customer base in the long term and to ensure long-term sales growth through continuous conversions.
The setup makes a clear distinction between prospecting, for acquiring new customers, and retargeting, for targeted retargeting of interested users. Prospecting addresses people aged 35 and over throughout Switzerland on the basis of interests and relevant search and usage behavior, with language targeting in German, French and Italian. Retargeting involves a phased approach, which is reinforced by targeted incentives the closer the potential customer is to the order. The display channel is used programmatically to enable cost-effective management along the entire marketing funnel through granular targeting, real-time optimizations and high transparency.
The combination of prospecting and retargeting with discount levels proved to be particularly effective. Regular performance analyses at placement and target group level made a significant contribution to increasing efficiency and ensured an average CTR of 0.57% in Q4. In particular, the ROAS of 87 illustrates the strong performance of the last quarter of 2025.
.jpg)
