In the competitive landscape of California's solar market, achieving cost-effective lead generation remains a critical challenge. This case study details a strategic campaign executed by Convert Lab Marketing in early 2024, which demonstrated exceptional efficiency and effectiveness in lead acquisition.
Campaign Overview
The campaign began in the spring of 2024, focusing on targeted Facebook ads designed to attract potential solar customers in high-risk fire zones, leveraging incentives like a new free battery program. With an initial ad spend of $250.11, we managed to draw in 37 leads, resulting in a cost-per-lead (CPL) of $6.76—far below the industry average in California, where solar businesses often pay upwards of $50 per lead from 3rd parties vendors.
As the campaign progressed, we began expanding our geo-targeting, and spent an additional $250, bringing the total expenditures of the overall campaign to $550. The efficiency of our over ad spend did not wane. The overall performance data highlighted that we maintained a CPL of no more than $6.50 throughout the duration of the campaign.
Strategic Execution
Our approach was simple yet effective: we utilized precise demographic targeting and compelling ad creatives that communicated new angles outside the scope of conventional solar advertising. The ads focused on battery offers, particularly appealing to residents in areas prone to power outages and residents of high-risk fire zones.
We monitored ad performance closely, making real-time adjustments to ensure maximum engagement. Our strategy focused not just on quantity but quality of leads, aiming for individuals who were not only interested in solar but ready to act.
Results and Impact = 4 sales, 2 installs, 2 more in queue
From the 85 leads generated, 18 were highly qualified and resulted in appointments, showcasing a significant conversion rate. Out of these appointments, six sat down for in-depth discussions, leading to the closure of 4 deals directly from the appointments and two additional deals elsewhere in the campaign.
These results signify not only a triumph in terms of lead generation but also in cost efficiency and closing ratios. Our average cost per lead remained impressively low throughout the campaign, demonstrating our ability to optimize ad spend effectively.
Conclusion
Convert Lab Marketing's solar campaign is a testament to strategic planning and execution in the digital marketing space for solar solutions. With only $550 in ad spend, the ability to generate 85 leads and close 4 is an exemplary performance that stands out in California’s solar industry. This case study not only highlights the potential of targeted advertising but also sets a benchmark for cost-efficient lead generation in a market as competitive as solar energy.
Future Outlook
Moving forward, we plan to scale these strategies, applying our learnings to broader campaigns to continue driving down costs and maximizing ROI. The success of this case study is just the beginning, and Convert Lab Marketing remains committed to pioneering innovative solutions in competitive selling environments.