Case study · Solar Companies · Singapore

Solar Case Study Singapore: +130% Leads

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

How a solar installer with 3 install crews in Punggol grew quote requests 130% and cut cost per lead 48% in 6 months with UX/UI & CRO and Meta Ads.

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

Solar Companies · Singapore

Solar

A solar installer with 3 install crews based in Punggol, serving the wider Punggol area and focused on commercial rooftop solar and industrial solar. Before working with us, 65% of enquiries came through Qanvast 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

+130%

Cost per lead

-48%

Marketing-sourced revenue

+191%

Return on marketing spend

15.4x

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.
Peak season (demand is steady year-round) was not being planned for, so budget ran out when demand was highest.

The approach

Two services, one goal

We focused on Website Optimisation (UX/UI & CRO) and Meta Ads (Facebook & Instagram), the two channels with the best cost per install for solar installation businesses in Punggol. 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 1,600 session recordings to find where mobile visitors dropped off.
Rebuilt 6 landing pages with one offer, one call to action and proof (reviews, licences, guarantees) above the fold.
Cut the enquiry form from 10 fields to 3, added a sticky click-to-call bar and a multi-step quote form on mobile.
Ran 6 A/B tests on headlines, form placement and offers; the winning variants now carry all traffic.

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Service 2

Meta Ads (Facebook & Instagram)

Installed the Meta Pixel and Conversions API server-side, lifting event match quality from 3.9 to 8.3 out of 10.
Launched Instant Form lead ads with 3 qualifying questions (area, job type, timeframe) to filter out low-intent leads.
Tested 40 creatives: before and after photos, short job videos and owner-to-camera clips; the top 6 now carry the budget.
Built audiences from website visitors, video viewers and a 1% lookalike of past customers, excluding existing clients.
Ran click-to-WhatsApp campaigns so buyers could message the team straight from the ad.

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The numbers

Before and after

Metric	Before	Month 6	Change
Quote requests per month	40	92	+130%
Cost per lead	S$268	S$140	-48%
Cost per install	S$1,813	S$747	-59%
Lead-to-job rate	15%	19%	+4 pts
Website conversion rate	3.3%	7.4%	+122%
Marketing-sourced revenue / month	S$82k	S$240k	+191%
Share of leads from paid directories	65%	25%	-40 pts
Enquiry form fields	10	3	-7
Meta Ads leads / month	0	32	new channel

Lead growth

Quote requests per month

Marketing-sourced revenue went from S$82k to S$240k 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 43%.
02
The sticky mobile call bar increased calls from mobile visitors by 28%.
03
Adding qualifying questions to the lead form cut junk leads by 43% while keeping cost per lead 18% below the account average.
04
Before and after video creatives beat static images with a 28% lower cost per lead and 3.1% click-through rate.

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 and Meta Ads.
Weeks 3 to 6
Build and launch
UX/UI & CRO and Meta Ads live for commercial rooftop solar and industrial solar.
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 Tampines 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.