Case study · Solar Companies · Australia

Solar & Battery Case Study Australia: +149% Leads

Name: Marketing & Lead Expert
Address: IN
Price range: $$

How a solar installer with 3 install crews in Adelaide grew quote requests 149% and cut cost per lead 45% in 6 months with Meta Ads, GEO and LinkedIn Outreach.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.

Solar Companies · Australia

Solar

A solar installer with 3 install crews based in Adelaide, serving the wider Adelaide area and focused on home battery installation and battery retrofits, plus residential solar systems. Before working with us, 72% of enquiries came through hipages and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive quote requests, a lower cost per install and a pipeline the owner controls.

Results After 6 Months

Leads per month

+149%

Cost per lead

-45%

Marketing-sourced revenue

+169%

Return on marketing spend

12.4x

The challenge

Where the business was stuck

Solar buyers research for weeks, compare several quotes and are wary of pushy sales, so generic lead lists convert poorly.
Rebates, tariffs and incentives change often, and campaigns that aren't updated quickly start making promises that are no longer true.
Shared solar leads are often sold to five or more installers, making cost per sale far higher than the cost per lead suggests.
Campaigns were not planned around peak season, so budget ran out when demand was highest.

The approach

Three services, one goal

We focused on Meta Ads (Facebook & Instagram), GEO (Generative Engine Optimisation) and Prospect Outreach (LinkedIn Sales Navigator), the three channels with the best cost per install for solar installation businesses in Adelaide. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

See our solar & battery marketing service in Australia

What we did

The technical work behind the numbers, service by service.

Service 1

Meta Ads (Facebook & Instagram)

Installed the Meta Pixel and Conversions API server-side, lifting event match quality from 5.4 to 8.4 out of 10.
Launched Instant Form lead ads with 4 qualifying questions (area, job type, timeframe) to filter out low-intent leads.
Tested 26 creatives: before and after photos, short job videos and owner-to-camera clips; the top 5 now carry the budget.
Built audiences from website visitors, video viewers and a 1% lookalike of past customers, excluding existing clients.
Synced lead ad submissions to the CRM in real time so every lead was called within minutes.

Related service

Service 2

GEO (Generative Engine Optimisation)

Created a consistent entity profile: the same business facts across the website, Google Business Profile, directories, LinkedIn and review sites.
Published 60 citation-ready answers on costs, timelines, regulations and brands, written in the formats ChatGPT, Gemini and Perplexity quote.
Earned mentions on 20 trusted third-party sites (industry bodies, local news, comparison articles) that AI models draw from.
Tracked 60 buyer prompts across ChatGPT, Perplexity, Gemini and Google AI Overviews every month to measure citations and share of voice.

Related service

Service 3

Prospect Outreach (LinkedIn Sales Navigator)

Defined the ideal customer profile and built 362 target accounts in LinkedIn Sales Navigator: owners of warehouses, farms, schools and commercial buildings.
Saved lead searches with alerts for job changes, new projects and company growth, so outreach starts with a real reason to talk.
Ran a 4-step manual sequence from the owner's profile: personalised connection note, value message, case study and a meeting request, within LinkedIn's weekly limits.
Logged every conversation in the CRM and handed warm replies to the owner with account notes before each call.

Related service

The numbers

Before and after

Metric	Before	Month 6	Change
Quote requests per month	39	97	+149%
Cost per lead	A$366	A$200	-45%
Cost per install	A$2,639	A$1,338	-49%
Lead-to-job rate	14%	15%	+1 pts
Website conversion rate	2.6%	4.0%	+53%
Marketing-sourced revenue / month	A$104k	A$279k	+169%
Share of leads from paid directories	72%	22%	-50 pts
Meta Ads leads / month	0	27	new channel
AI answer citations (tracked prompts)	0 of 60	20 of 60	+20
Sales meetings booked / month	0	16	new channel

Lead growth

Quote requests per month

Marketing-sourced revenue went from A$104k to A$279k a month, measured from booked installs in the CRM.

Optimisations That Moved The Numbers

01
Adding qualifying questions to the lead form cut junk leads by 27% while keeping cost per lead 14% below the account average.
02
Before and after video creatives beat static images with a 36% lower cost per lead and 1.6% click-through rate.
03
The business is now cited in 20 of 60 tracked AI prompts, up from 0.
04
Personalised connection notes reached a 43% acceptance rate, and 26% of new connections replied.

The 6-month timeline

From tracking to scale.

Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering Meta Ads, GEO and LinkedIn Outreach.
Weeks 3 to 6
Build and launch
Meta Ads, GEO and LinkedIn Outreach live for home battery installation and battery retrofits, plus residential solar systems.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Melbourne and nearby areas, plus new services with proven demand.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.