META ADS CASE STUDY
Generating leads for solar installation companies isn’t just about reaching homeowners. It’s about giving them a compelling reason to explore solar energy and making it easy to take the next step.
For one Canadian solar installation company, fetch + ripple marketing developed and managed a Meta advertising campaign that generated 167 homeowner leads at an average cost of $22.36 per lead.
And we did it with less than $4,000 in total advertising spend.
THE NUMBERS
The Results at a Glance
Homeowner Leads
Average Cost Per Lead
Click-Through Rate
|
Duration Approx. 5 months
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Platform Meta Ads
01 / THE CHALLENGE
Turning Solar Interest Into Homeowner Inquiries
Solar installation is a significant investment for homeowners, and not everyone is ready to request an installation quote immediately.
Our client wanted to generate a more consistent flow of homeowner inquiries while keeping advertising costs manageable.
The challenge was finding an approach that would stand out in a competitive market, attract interested homeowners and encourage them to take the first step without requiring an immediate purchasing decision.
02 / THE STRATEGY
Start With an Offer Worth Clicking
A strong lead generation campaign starts with a compelling offer.
Instead of simply advertising solar panels or asking homeowners to request an installation quote, we focused on giving them a reason to explore whether solar energy could make sense for their property.
The offer was simple. A free, personalized solar report that gave homeowners a reason to explore their property’s solar potential before committing to a sales conversation.
This created a more approachable first step for homeowners who were interested in solar but weren’t necessarily ready to purchase.
03 / THE EXECUTION
How We Built the Campaign
We developed a Meta advertising strategy designed to connect with homeowners, communicate the value of the offer and make submitting an inquiry as easy as possible.
01
Campaign Strategy
Built the campaign around homeowner motivations and a clear lead generation objective.
02
Ad Creative
Developed Facebook and Instagram advertising creative focused on the value of exploring solar for an individual property.
03
Instant Forms
Used Meta Instant Forms to let homeowners submit inquiries without leaving Facebook or Instagram.
04
Ongoing Optimization
Managed and refined the campaign throughout the advertising period to support efficient lead generation.
04 / LEAD CAPTURE
Making It Easy to Take the Next Step
One of the most important elements of the campaign was removing unnecessary friction.
Requesting an installation quote can feel like a big commitment, particularly for homeowners who are still researching their options.
Instead of sending people to an external landing page, we used Meta Instant Forms to collect inquiries directly within Facebook and Instagram.
The forms collected information relevant to the solar assessment, including property ownership, location and electricity usage. This gave the installation company useful information for evaluating each inquiry and preparing the next steps.
Lead information was delivered to the client for follow-up. Converting those inquiries into consultations and completed installations remained part of the client’s sales process.
05 / THE RESULTS
167 Leads. $22.36 Per Lead.
Over approximately five months, the campaign generated 167 homeowner leads with $3,733.29 in total advertising spend.
That works out to an average cost of $22.36 per lead, with a 2.69% click-through rate.
For a service where a single installation can represent a substantial investment, the campaign demonstrated how a focused offer and well-managed advertising strategy can generate meaningful inquiry volume without requiring an enormous advertising budget.
Of course, lead volume is only one measure of success. Lead quality, sales follow-up, booked consultations and completed installations all contribute to the overall return on advertising investment.
06 / THE TAKEAWAY
It Wasn’t Just About Running Ads
The success of this campaign wasn’t simply about advertising on Facebook and Instagram.
It came down to understanding the audience, developing a compelling offer and making it easy for homeowners to respond.
At fetch + ripple marketing, we don’t believe in one-size-fits-all advertising strategies. We look at what motivates your customers, what might be holding them back and how to create a more effective path from interest to inquiry.
The right offer, presented to the
right audience,
can make a significant difference.
LET’S TALK LEADS
Could Your Solar Business Benefit From a Better Advertising Strategy?
If you’re an established solar installation company looking to generate more homeowner inquiries, we’d love to discuss what’s possible.
At fetch + ripple marketing, we help businesses develop targeted Meta advertising campaigns designed to attract potential customers and generate leads.
Book your free 20-minute Solar Lead Generation Audit.
Let’s look at your current advertising approach and identify opportunities to improve your lead generation.
Campaign results are specific to this client and do not guarantee similar outcomes. Lead figures represent inquiries generated through Meta advertising, not confirmed installations or sales.