Enerzy.gr faced a range of multifaceted challenges in a highly volatile market environment. Recent inflationary pressures have shifted consumer priorities, creating a need for a more adaptive and responsive approach. Additionally, the energy crisis has intensified competition among providers, resulting in a significant uptick in customer churn as consumers frequently switch suppliers in search of better deals. Post-COVID consumer behavior has further complicated matters, with a resurgence of interest in physical stores, challenging the traditionally digital lead generation model. Distinguishing high-quality leads in this fluctuating landscape has also proven complex, compounded by difficulties in accurately tracking revenue and representing true return on ad spend (ROAS). These challenges required Enerzy.gr to rethink traditional strategies and develop robust solutions to drive sustainable growth.