Solar Panel Marketing: Reducing Cost Per Lead by 74%
When our solar panel client came to us, they had a simple but costly problem: their Facebook ad campaigns were bleeding budget. Leads were coming in, but each one was costing an eye-watering £98.
They knew that if they wanted to scale, something had to change.
We were brought in to take the reins of their solar panel marketing, paid social campaigns, redesign their landing page, and make sure their money was being spent in the smartest way possible.
The Challenge
The solar energy market is competitive, and full of noise. Everyone’s promising “free energy” and “massive savings,” which makes standing out (and earning trust) harder than ever.
Our client had already tested ads, landing pages, and targeting options, but nothing was giving them the results they needed. Their goal was simple: reduce the cost per lead without sacrificing lead quality.
Our Role
We worked with this client for 16 months, managing everything related to their Facebook advertising and conversion funnel. Specifically, we handled:
Landing page design and ongoing adjustments – making sure every visitor saw exactly what they needed to take action.
Audience management – constantly testing, trimming, and refining who we showed ads to.
Facebook ad creation and monitoring – crafting and testing ad copy, images, and offers that resonated with real people.
The Strategy
When we first got started in January 2023, we analysed their current campaigns and quickly found that while there was interest, the messaging wasn’t connecting with how homeowners actually think about solar panels.
Our approach was built around clarity, trust, and education.
Step 1: Rebuilding the Landing Page
The old landing page was too generic. It didn’t answer the common questions people had about solar panels, it was too ‘salesy’.
We redesigned it to make it more personal and more persuasive:
Clearer headlines focused on benefits that matter (like energy independence and savings).
Simpler forms — because nobody wants to fill out a survey just to get a quote.
Strong social proof and reassurance about installation, warranties, and support.
Every small tweak was tested and refined. Within weeks, the conversion rate had improved noticeably.
Step 2: Smarter Audiences, Better Quality
Next, we tackled the audience side. Instead of trying to target “everyone interested in renewable energy,” we built lookalike audiences based on the client’s best previous leads and layered in homeowner filters and income brackets.
This laser-focused approach meant we were speaking directly to the people who were both interested and able to invest in solar panels.
Step 3: Ad Creative That Educates
Solar is one of those industries where confusion kills conversions. A lot of people still believe that solar panels only work when the sun’s blazing, which, let’s face it, isn’t often in the UK.
So, we used education-driven ad creative to challenge myths and build trust. The ads focused on real-life benefits rather than buzzwords. We combined simple visuals with plain-speaking copy that explained how modern solar panels actually work, rain or shine.
The Results
The results spoke for themselves.
January 2023: Average cost per lead — £98.00
June 2023: Average cost per lead — £25.80
That’s a 74% reduction in cost per lead within just six months.
The business quickly became one of the most competitive solar providers in its region, with a steady flow of qualified leads every week.
Seasonal Shift and Adaptation
By October, we saw a predictable shift. As the days grew shorter and the weather turned, consumer mindset started to change, people weren’t thinking about solar panels as much.
As a result, the cost per lead began creeping up again, hitting around £44.60.
But instead of waiting it out, we jumped into action.
We quickly adapted our ad messaging and visuals to focus on how solar panels don’t need direct sunlight to work, emphasising efficiency even in cloudy British weather.
That message hit home.
By repositioning the offer and adjusting creative assets, we stabilised costs for the winter months, maintaining a consistent £30–£35 per lead right through the colder season.
The Final Outcome
We continued to work closely with the client until they successfully sold their company, a direct result of building a highly profitable and scalable marketing model.
Once the sale went through, our work naturally came to an end, but not before setting them up with a proven, high-performing system that delivered results long after our contract finished.
Key Takeaways For Solar Panel Marketing
This project highlights exactly what happens when you mix smart data, fast creative testing, and practical thinking.
Here’s what made the biggest difference:
Simplifying the landing page – Clarity converts.
Focusing on audience intent – Not everyone’s ready to buy solar, but plenty are curious. Target the curious ones first.
Changing the conversation – The UK’s weather isn’t ideal, but solar still works. The moment we educated people on that, the leads followed.
Reacting quickly to seasonal shifts – When lead costs climb, don’t panic. Test, learn, and adapt.
Final Thoughts
This case study is a perfect example of why results don’t come from luck or “secret algorithms.” They come from understanding people.
Our client’s success with solar panel marketing came down to asking the right questions, being willing to test and change fast, and trusting the process.
And while we can’t share their name (thanks to the NDA and sale terms), their results speak loudly enough:
From £98 to £25.80 per lead in just six months, and a steady stream of leads all year round.
That’s the power of a clear message and a strategy that adapts when the market changes.