939 Leads. £20 Each. 38% Below Industry.
How we helped a UK renewable energy installer transform their lead generation over 9 months.
The Challenge
Client: A solar panel and battery storage installer serving North Wales and Cheshire
Starting Situation:
Goal: Consistent, predictable flow of exclusive homeowner inquiries
The Approach
Research & Strategy
- • Analysed competitor ads in the market
- • Identified key buyer triggers (savings, energy independence, green values)
- • Mapped the homeowner decision journey
Creative Development
- • Video ads featuring real installations
- • "Price Match" messaging (combating national installer pricing)
- • Local trust angle (community installer vs. faceless corporation)
Landing Page Build
- • Mobile-first design (72% of traffic is mobile)
- • Multi-step form (qualify before capture)
- • Trust signals (reviews, certifications, local presence)
Launch & Optimise
- • Started with £2,000/month test budget
- • Weekly creative testing
- • Audience refinement based on data
The Results
9-Month Performance (Feb-Oct 2025)
Month-by-Month Breakdown
| Month | Spend | Leads | CPL |
|---|---|---|---|
| Feb | £1,919 | 117 | £16.41 |
| Mar | £2,195 | 129 | £17.02 |
| Apr | £2,097 | 84 | £24.97 |
| May | £2,153 | 100 | £21.54 |
| Jun | £2,108 | 83 | £25.40 |
| Jul | £2,158 | 85 | £25.39 |
| Aug | £1,746 | 88 | £19.85 |
| Sep | £2,116 | 109 | £19.42 |
| Oct | £2,607 | 144 | £18.11 |
| Total/Average | £19,099 | 939 | £20.34 |
Note: November-January showed higher CPL (£30-40) due to seasonal factors (winter = lower solar interest). This is normal industry-wide.
Key Learnings
Video Massively Outperforms Images
Our "Price Match" video ad delivered 455 leads at £19.85 CPL. Static images averaged £30+ CPL.
Local Trust Beats National Brands
Messaging that emphasised "local installer" and "community business" converted 2× better than generic solar benefits.
Wednesday Is The Best Day
Data showed Wednesday had the lowest CPL (£18.50 vs. £25 on Mondays). We shifted budget accordingly.
Seasonality Is Real
Solar interest drops November-January. Smart budget allocation (scale up spring/summer, maintain winter) maximises annual ROI.
Landing Page Qualification Matters
Adding qualifying questions to the form reduced lead volume by 15% but improved lead quality significantly. Sales team conversion rate went up.
What The Client Said
"We went from unpredictable lead flow to knowing exactly how many inquiries we'd get each week. The quality is there — these are real homeowners, not tyre kickers."
— Marketing Manager
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