Category

• Industry: Green Energy
• Business: Solar panel & battery installation (Australia)
• Locations: Sydney, Melbourne, Wollongong

Problem

• Poor lead quality: 60–70% of leads dropped off, with costs as high as ~$100 per lead.
• Manual follow-ups: 6 staff members had to manually qualify leads via Facebook Messenger.
• Inefficient funnel: Ads ran on Facebook/Instagram → users landed on Messenger → staff asked for details (name, email, phone, address).

Solution

Automated questionnaire

for lead qualification

This streamlined the process of capturing high-quality leads in one place.

 

This shift not only reduced the manual workload of managing leads but also improved lead quality by replacing the repetitive Facebook Messenger qualification with a simple website-based form.

Focus on offer-based ads

showing them how much they could save by switching to our services. We also promoted government rebates of up to $1.2B on solar panels, surfacing information that was genuinely useful.

 

To build trust, we used familiar human images, credibility badges such as 14+ years of experience and Clean Energy Council approval, and added motion graphics to capture attention.

Examples of new ADs

Tested multiple audiences

On the targeting side, we tested multiple audiences and found success with high-income professionals like founders, CEOs, accountants, and doctors.

 

Alongside this, we built interest-based audiences around solar and green energy, retargeted social engagers who interacted with our ads, and expanded our reach with lookalike audiences derived from this retargeting pool.