The Challenge
Solar D fits solar roofs into the design of a home with close attention to detail, so that the roof suits the look of the house. Its main products, home battery storage and solar cells, are for customers who use a lot of electricity and have strong purchasing power.
Solar D wanted a steady flow of more than 7 leads a day all year, and more than 10 leads a day in the summer peak, when demand rises. The difficulty was reaching this small group of buyers and turning them into quality leads in every month, with extra effort in the summer.
Our Approach
Primal put more than half of the advertising budget on Google, the channel that had reached high-value customers before. The budget for each of the other channels changed with the results that channel brought in.
Every month, Primal reviewed the campaign against the real lead data, then decided where the ads would run and what to change for the next month. Primal also tested different creative formats and content types, to find the combinations that brought in the most leads.
Outcomes Achieved
Primal ran the budget allocation with Google first, and kept room to shift budget between channels as the results came in. A range of creatives and content ran on the chosen channels and was tested and refined throughout, to get more leads for the same budget. Primal also tested indirect audience segments to find more potential leads.
With this testing and the monthly reviews, Solar D met and beat its lead targets, especially in the summer peak. Leads grew 3x and the cost per lead (CPL) fell 52%, and in the first month the return on ad spend (ROAS) reached 29x.
- 3xIncrease in Leads
- 29xReturn on Ad Spend (ROAS)
- 52%Lower Cost Per Lead (CPL)
Key Insights
- The targets were more than 7 leads a day all year and more than 10 a day in summer, and Solar D met and beat them.
- More than half of the budget went to Google, and the budget for each other channel followed its results.
- A monthly review of the real lead data decided where the ads ran the next month.
- The cost per lead fell 52% while leads grew 3x.
