Facebook Ads for a solar energy installation company

The brief

A solar energy installation company needed a consistent pipeline of qualified leads from homeowners interested in solar panel installation. The challenge with solar is that the average deal value is high but so is consumer scepticism – the advertising needed to generate genuine interest, not just clicks.

Facebook Ads campaign

We launched a lead generation campaign on Facebook and Instagram targeting homeowners in the relevant geographic areas. The creative focused on the financial benefits of solar – reduced energy bills and government incentives – with a clear call to action driving prospects to request a quote. See our Facebook Ads service.

Funnel optimisation

We tested both website-based and dedicated quote funnel landing pages, tracking click-to-landing-page-view rates and landing-page-to-lead conversion. The quote funnel delivered strong results – over 80% of people who clicked the ad went on to view the page, and over 6% of page viewers converted to a lead enquiry.

What we delivered

Within the first active campaign month we generated 10 qualified solar leads at a cost per lead well below industry benchmarks. The following active campaign month delivered 9 leads with a landing page conversion rate of 6.29% and a click-to-landing-page-view rate of 82.2% – a strong indicator of well-targeted, high-quality traffic.

The results

Solar lead generation via Facebook Ads is a competitive and high-value channel. Achieving sub-£50 cost per lead in the solar sector is a strong result – industry CPLs can run significantly higher when targeting homeowners for installation services. The traffic quality metrics (82% click-to-LPV) confirm that the targeting and creative are reaching genuinely interested prospects.