Business Case: SHV Energy / Primagas Spain

How Primagas increased inbound sales by 153%, grew leads by 251%, and cut CPA by 37% with AI Voice Agents.

By Alex Bisbe · Updated March 2026

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Primagas, part of SHV Energy Group, is a leading European energy company specializing in the distribution of Propane, Biopropane, and LNG (Liquefied Natural Gas) across rural and off-grid areas. Operating in Spain since 1996 and part of a global group active in 26 countries, Primagas manages high volumes of inbound demand from digital campaigns and web traffic.

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The Challenge

Primagas was generating thousands of inbound leads from Meta, Google Ads, and their website — but a traditional call center was the bottleneck between intent and revenue.

The core problems:

• Capacity ceiling — the call center could only handle a fixed number of contacts per day. Scaling leads meant scaling headcount. The economics didn't work.

• Response latency — leads generated outside business hours waited hours or were never called back. Intent decays fast.

• No real-time filtering — valid and invalid demand reached human agents equally, wasting capacity on contacts that would never convert.

• Rising CPA — acquisition costs were increasing with no scalable answer.

The team needed to break the fixed relationship between lead volume and headcount — and engage every inbound contact instantly, around the clock.

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The Solution

Primagas deployed VoiceB.ai as the autonomous voice layer across their entire inbound sales funnel, integrating directly with their "Quiero Gas" web widget, click-to-call forms, and Meta and Google Ads lead flows.

VoiceB's AI agent — Rosa — now handles every inbound contact automatically:

• Engages instantly — responds in under 4 seconds via web widget or phone, 24/7, 365 days a year

• Qualifies in real time — location, gas needs, property type, and identity captured in a natural conversation

• Filters invalid demand — duplicates, out-of-scope requests, and existing customers classified and excluded automatically

• Routes to Salesforce — every valid contact, with full structured data and conversation context, lands directly in Salesforce for the Account Executive team

Two paths from there — both autonomous in initiation:

1. SOLD — Rosa closes the sale end-to-end on the call. The Account Executive reviews the structured output in Salesforce and sends the contract for signature. No human involved in the sales conversation.

2. Talk to Agent — Rosa qualifies, captures data, and routes to a human AE for complex cases. The AE receives full context, completes the conversation, and sends contract if there's interest.

The call center is gone. VoiceB is the first — and often only — point of contact for every inbound lead Primagas receives.

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Results — 10 Months in Production

Measured against the same period before VoiceB deployment. Live data, not a pilot.

KPI	Before VoiceB	After VoiceB	Change
Sales Volume	Baseline	—	+153%
Leads Generated	Baseline	—	+251%
Cost per Acquisition	Baseline	—	−37%
Autonomous close rate (valid calls)	0%	67.8%	—
Call center headcount	Active	Closed	100%

Over 1,335 real production calls analyzed:

• 280 sales closed autonomously by Rosa — no human in the conversation

• 133 transferred to Account Executives with full Salesforce context

• Peak month (December 2025): 87.7% of valid sales closed autonomously

• Last 3 months (Dec 2025–Feb 2026): 74.6% autonomous close rate

The causal chain is direct: closing the call center removed the capacity ceiling. Removing the ceiling allowed Primagas to scale lead investment aggressively. More leads at lower operational cost per contact drove +251% lead growth, +153% sales, and −37% CPA — simultaneously.

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What Made the Difference

Unlimited capacity changed the investment logic. With a call center, every additional lead had a marginal cost in agent time. Primagas had to be conservative with ad spend. With VoiceB, the marginal cost of an additional lead approaches zero. That changed how Primagas could think about Meta and Google investment — and they leaned in.

Speed is conversion. Every inbound contact is engaged in under 4 seconds. The previous model meant leads waited hours or were never called back. Rosa picks up in under 4 seconds, every time, including weekends, evenings, and campaign spikes.

Salesforce integration made it enterprise-grade. Every call outcome — sold, transferred, invalid — writes structured data directly to Salesforce. Account Executives work from a clean pipeline, not raw call logs. The AE's job is to review, validate, and send contracts — not to qualify from scratch.

Autonomous close rate compound over time. Starting at 47% in March 2025, Rosa's autonomous close rate on valid calls reached 87.7% by December 2025. The system improves as it handles more volume.

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Testimonial

"VoiceB has provided more than a decade of lead conversion know-how combined with a powerful AI platform that has delivered real, measurable results — increasing our sales by 153%, leads by 251%, and reducing CPA by 37%. Super happy with VoiceB's solutions and experienced team."

— Jordi Alonso, Marketing Director, Primagas (SHV Energy Group)

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Conclusion

Primagas didn't optimize their call center. They closed it.

By replacing manual inbound qualification with VoiceB's autonomous voice agents, Primagas broke the fixed relationship between lead volume and operational cost. The result: unlimited lead capacity, a 67.8% autonomous close rate across 12 months of live production, and a leaner, faster, more profitable sales operation.

153% more sales. 251% more leads. 37% lower CPA. Zero call center.

VoiceB is now the only first point of contact for every inbound lead Primagas receives.

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