Business Case: SHV Energy / Primagas Spain

By Alex Bisbe. October 21st 2025

Primagas, part of SHV Energy, is a leading energy company specialized in the distribution of Propane, Biopropane, and LNG (Liquefied Natural Gas). As a subsidiary of the global SHV Energy Group, operating in 26 countries, Primagas has been active in Spain since 1996, focusing on providing energy solutions with a lower environmental impact to rural and off-grid areas.

Challenge

Primagas sought to increase lead conversion from its digital channels while reducing the cost per acquisition (CPA). The company’s marketing and sales teams were managing thousands of inbound requests from the website and campaigns, but manual follow-up and qualification created inefficiencies:

• High response time and lost opportunities outside business hours.

• Limited ability to identify valid vs. invalid leads in real time.

• Dependence on human agents to handle repetitive qualification tasks.

Solution

Primagas implemented VOICEB.ai, the AI Voice Infrastructure for Inbound Sales, integrating it into their “Quiero Gas” widget and click-to-call forms.

The AI agent now:

• Engages visitors in real-time via web or phone.

• Qualifies leads automatically, asking for location, gas needs, and property type.

• Transfers valid opportunities instantly to Primagas’ sales team.

• Operates 24/7, ensuring no lead is left unattended.

Results (First 10 Months)

Compared to the same period before implementing VOICEB.ai:

KPI	Before VoiceB	After VoiceB	Change
Sales Volume	100% baseline	253%	+153%
Leads Generated	100% baseline	351%	+251%
Cost per Acquisition (CPA)	100% baseline	63%	−37%

These results demonstrate a transformative impact on inbound sales efficiency, combining automation, data-driven qualification, and real-time engagement.

Testimonial

“Super happy with VOICEB’s solutions and experienced team. 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%.”

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

Conclusion

With VOICEB.ai, Primagas has automated the first stage of its inbound sales funnel, converting website visitors into qualified opportunities with unprecedented speed and accuracy. This partnership has positioned SHV Energy as a pioneer in AI-driven customer engagement within the European energy market.