Industry overview
What is shaping energy
The energy transition brings rooftop solar, clean cooking, EV charging and efficient appliances to homes and businesses. Adoption depends on cost, trust, financing and after-sales support.
- Rooftop solar adoption depends on financing and installer trust
- Clean cooking programmes need sustained use, not just connections
- Businesses are setting their own transition targets
Client background
A commercial solar installer, working in United States. Client identity is withheld to protect confidentiality.
- Organisation
- A commercial solar installer
- Sector
- Energy
- Team engaged
- Digital Marketing
- Services
- Lead generation, Google Ads / PPC, Landing page & CRO
Client challenge
The installer relied on referrals and wanted to reach more commercial building owners. Commercial building owners researched solar carefully online but rarely contacted installers early.
Research objectives
- Deliver on the brief: generating commercial solar leads online.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Campaigns in three states.
Audiences we typically reach in energy
HouseholdsSmall businessesInstallers and channel partnersProgramme beneficiariesEnergy managers
Geographic coverage
Coverage: United States. Market: United States.
- United States
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Search campaigns
- 3Savings calculator landing pages
- 4Insight
We built landing pages with savings calculators and tax incentive information, launched search campaigns and integrated leads with the CRM. Landing pages explained federal and state incentives clearly, and leads were scored by building type and energy use. Campaigns targeted property managers, manufacturers and warehouse owners with messages tailored to each.
Lead generationGoogle Ads / PPCLanding page & CRO
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Qualified commercial enquiries grew, and the sales team could prioritise leads by roof size and energy use.
Calculators gave prospects a reason to share details.
Recommendations
- The installer also used case studies of completed projects to support follow-ups.
- Keep testing creatives, keywords and landing pages against the new baseline.
What we recommended, and the client put into practice
Business impact
- Sales cycles shortened as prospects arrived better informed about savings and incentives.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how do installers win customers?
Client identity is withheld to protect confidentiality.