Case study · Solar Companies · Canada

Solar Case Study Canada: +100% Leads

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

How a solar installer with 7 install crews in Edmonton grew quote requests 100% and cut cost per lead 43% in 6 months with UX/UI & CRO, GEO and LinkedIn Outreach.

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

Solar Companies · Canada

Solar

A solar installer with 7 install crews based in Edmonton, serving the wider Edmonton area and focused on residential solar, plus solar and battery backup. Before working with us, 57% of enquiries came through HomeStars 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

+100%

Cost per lead

-43%

Marketing-sourced revenue

+153%

Return on marketing spend

12.0x

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.
Peak season (demand rises in spring and summer, with planning continuing through winter) was not being planned for, so budget ran out when demand was highest.

The approach

Three services, one goal

We focused on Website Optimization (UX/UI & CRO), GEO (Generative Engine Optimization) and Prospect Outreach (LinkedIn Sales Navigator), the three channels with the best cost per install for solar installation businesses in Edmonton. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

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What we did

The technical work behind the numbers, service by service.

Service 1

Website Optimisation (UX/UI & CRO)

Ran a UX audit using heatmaps and 1,100 session recordings to find where mobile visitors dropped off.
Rebuilt 4 landing pages with one offer, one call to action and proof (reviews, licences, guarantees) above the fold.
Cut the enquiry form from 12 fields to 3, added a sticky click-to-call bar and a multi-step quote form on mobile.
Ran 5 A/B tests on headlines, form placement and offers; the winning variants now carry all traffic.

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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 52 citation-ready answers on costs, timelines, regulations and brands, written in the formats ChatGPT, Gemini and Perplexity quote.
Earned mentions on 18 trusted third-party sites (industry bodies, local news, comparison articles) that AI models draw from.
Tracked 40 buyer prompts across ChatGPT, Perplexity, Gemini and Google AI Overviews every month to measure citations and share of voice.

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Service 3

Prospect Outreach (LinkedIn Sales Navigator)

Defined the ideal customer profile and built 640 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 5-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.

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The numbers

Before and after

Metric	Before	Month 6	Change
Quote requests per month	32	64	+100%
Cost per lead	C$395	C$223	-43%
Cost per install	C$2,602	C$1,165	-55%
Lead-to-job rate	15%	19%	+4 pts
Website conversion rate	3.5%	8.1%	+130%
Marketing-sourced revenue / month	C$80k	C$201k	+153%
Share of leads from paid directories	57%	24%	-33 pts
Enquiry form fields	12	3	-9
AI answer citations (tracked prompts)	0 of 40	20 of 40	+20
Sales meetings booked / month	0	8	new channel

Lead growth

Quote requests per month

Marketing-sourced revenue went from C$80k to C$201k a month, measured from booked installs in the CRM.

Optimisations That Moved The Numbers

01
The shorter 3-field form lifted form conversion rate by 47%.
02
The sticky mobile call bar increased calls from mobile visitors by 30%.
03
The business is now cited in 20 of 40 tracked AI prompts, up from 0.
04
Personalised connection notes reached a 45% acceptance rate, and 15% 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 UX/UI & CRO, GEO and LinkedIn Outreach.
Weeks 3 to 6
Build and launch
UX/UI & CRO, GEO and LinkedIn Outreach live for residential solar, plus solar and battery backup.
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 Vancouver 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.