Case studies · Solar installation · Yorkshire
How a Yorkshire solar installer cut its cost per lead from £96 to £40
A Yorkshire solar installer was paying for plenty of Google Ads clicks but few enquiries. We rebuilt its landing pages and tested the offer, form and proof. The conversion rate rose from 3.2% to 7.5%, cutting cost per lead from £96 to £40.
£40
per lead, down from £96
- Client
- Solar installation
- Location
- Yorkshire
- Monthly ad spend
- £4,000 a month
- Campaign length
- 4 months
The challenge
Google Ads sent traffic to a general homepage with a long quote form. Most visitors left without enquiring, and each lead cost close to £100.
The sales team also struggled to reach people, because enquiries were only followed up the next working day.
What we did
- Dedicated landing pages for solar panels, batteries and full systems, matching each ad.
- A short, two-step form asking only the postcode, property type and phone number first.
- A/B tests on the headline, offer and placement of reviews, one change at a time.
- An instant text and email reply, and a call within the hour.
The results after 4 months
- 3.2% to 7.5%
- Landing page conversion rate
- £96 to £40
- Cost per lead
- 400
- Leads generated
- 160
- Surveys booked
- 50
- Installations won
- £490,000
- Estimated revenue
"We did not spend a penny more on ads. We just stopped wasting the clicks we were already paying for."