Our client was a branch of a leading provider of a multinational Italian renewable energy company. This branch in Australia specialized in designing, installing, and maintaining solar panel systems for residential, commercial, and industrial clients, they were committed to providing high-quality, affordable, and eco-friendly energy solutions.

Goals

• Residential Solar Panel Installations
• Commercial & Industrial Solar Solutions
• Solar Panel Maintenance and Repair

Challenges

• Difficulty in generating high-quality leads within a highly competitive market.
• Limited digital marketing efforts, with reliance on word-of-mouth and offline advertising.
• A need to educate potential customers about the long-term cost savings and sustainability benefits of solar energy.

Primary Objectives

1. Generate High-Quality Leads by attracting individuals and businesses interested in solar energy solutions.
2. Increase Sales by converting these leads into customers by showcasing the value of solar investments.
3. Maximize Conversion Rates by optimizing the lead-to-sale process to increase the likelihood of converting qualified leads into paying customers.

Key Strategies Implemented

To effectively reach the target audience, the following strategies were used:

1. Facebook & Instagram Ads

• Created engaging advertisements to promote cost-saving offers and government subsidies.
• Targeted homeowners, businesses, and real estate developers using interest-based targeting.

2. Google Search Ads

• Targeted high-intent keywords such as “solar panel installation in Australia,” “affordable solar energy,” and “solar energy cost savings” to capture quality leads.

3. Lead Magnets

• Developed downloadable guides, calculators, and case studies to engage potential customers and collect contact details.

4. Lead Nurturing

• Followed up with leads through automated messages and emails, providing additional information and guiding them through the decision-making process.

Approach

Paid Media Advertising Strategy

• Focused on Facebook Ads and Google Ads to drive targeted traffic.
• Created ad campaigns highlighting the benefits of solar energy, such as cost savings and government incentives.
• Developed dynamic retargeting campaigns to engage leads who showed interest but did not convert immediately.

Lead Generation Funnel

• Designed an optimized lead capture system using landing pages and contact forms.
• Developed educational content (e.g., downloadable guides) to engage visitors and convert them into leads.

Lead Nurturing

• Implemented automated follow-up emails to provide additional resources, answer questions, and encourage engagement.

Results

Google Ad Campaigns

• Clicks: 6,782
• Average Cost Per Click: $1.47
• Conversions: 234
• Conversion Rate: 3.45%

The Google Ads campaign delivered excellent results, bringing in high-quality leads and demonstrating strong value in the competitive solar market.

Facebook Ad Campaigns

• Total Spend: $10,000 across four campaigns
• Leads Generated: 1,373 (Average Cost Per Lead: $7.28)
• Clicks: 21,500
• Click-Through Rate: 2.95%
• Impressions: 727,000

The Facebook/Instagram campaigns showed great efficiency and engagement, generating a significant volume of high-quality leads at an affordable cost.

Impact

• Leads Generated: Increased by 150%
• Sales Conversions: Increased by 25%
• Cost-Per-Lead: Decreased by 30%
• Organic Searches: Increased by 40%

Through targeted paid media campaigns, our client was able to dramatically improve lead generation, sales conversions, and organic search activity, all while reducing the cost-per-lead.

By aligning their marketing strategy with targeted digital channels, we were able to significantly enhance their online presence, positioning them as a leading provider of solar energy solutions. Their success demonstrates the effectiveness of a tailored, data-driven digital marketing approach in driving awareness, generating high-quality leads, and boosting conversions in a competitive market.

If your business faces similar challenges in attracting and converting leads, our team is ready to create a custom strategy that aligns with your goals and helps you achieve measurable success.