Solar Installation Company: How We Generated 200 Qualified Leads Per Month
Lead generation · Content marketing · Paid ads
Client Overview
A regional solar installation company with a strong installation team but an underdeveloped marketing function. They relied on referrals and a few outdated ads. They wanted a predictable pipeline of qualified leads—homeowners interested in solar—without overspending on unqualified traffic.
The Challenge
Solar is a considered purchase; prospects need education and trust before requesting a quote. Generic lead gen had produced low-quality leads. The client needed a mix of educational content and targeted paid campaigns that could attract and qualify leads, with clear handoff to sales. They had a limited budget and needed to see cost per lead and close rate.
Our Approach
We built a lead gen program combining content marketing (blog, guides, calculators) and paid search/social. We created landing pages and forms for different intents (e.g. quote request, guide download) and used lead scoring and CRM integration so sales could prioritize. We focused on keywords and audiences that indicated homeowner intent. The program ran six months with monthly optimization and reporting.
The Solution
We developed a content plan around 'solar cost,' 'solar savings,' 'solar incentives,' and location-specific pages. We built dedicated landing pages with clear offers (free audit, guide, quote) and integrated forms with the client's CRM. We ran Google and Meta campaigns targeting homeowners and interest-based audiences and used lead forms and qualifying questions to improve quality. We reported on cost per lead, lead source, and close rate and refined targeting and creative based on results.
The Results
The program generated 200 qualified leads per month on average. Cost per lead was $50, and the close rate reached 25%. The client's sales team could prioritize leads by source and behavior. Pipeline from digital marketing became predictable and the client has scaled the program.
“We went from feast-or-famine to a steady stream of leads we can actually close. The content and targeting made the difference.”
Key Takeaways
- Educational content builds trust and captures high-intent leads in considered categories.
- Lead scoring and CRM integration help sales focus on the best opportunities.
- Qualifying questions in forms improve lead quality and close rate.
- Reporting on cost per lead and close rate justifies and optimizes spend.
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200 qualified leads/month for a solar company. $50 CPL, 25% close rate. ☀️