Solar Rooftop Company – Google Ads Growth Story

Industry

Solar energy solutions and rooftop installation

Challenge

The client had a strong product-market fit but was struggling to generate qualified inbound leads through online channels. Organic search was slow, and the sales team lacked a consistent pipeline of hot leads.

Key issues identified

• Low visibility for high‑intent searches like “solar rooftop installation quotes”

• Poor conversion tracking set up on site

• No segmented campaign structure based on user intent

Strategic Goals

• Build a high‑intent Google Search campaign targeting relevant search terms

• Reduce Cost Per Lead (CPL) while raising lead quality

• Improve tracking and attribution

Strategy

• Keyword research: Focused on commercial + residential solar terms based on market data

• Campaign segmentation: Created separate campaigns for brand queries, geo-targeted local terms, and high‑intent transactional queries

• Conversion setup: Installed and tested conversion tracking (form submit, calls from ads)

Execution

• Launched multi‑campaign setup: Search + Call‑only ads

• Tight bid management with weekly optimisation

• Applied negative keywords regularly to eliminate irrelevant clicks

• A/B tested ad copy to improve ad relevance

Results (90 Days)

• +78% increase in qualified lead submissions

• CPL reduced by 42%

• High‑intent keywords drove most of the conversions

• Click‑through‑rate (CTR) improved 2.5x compared to previous campaigns

Key Takeaways

• Segmentation matters: Separate brand, local, and transactional keywords for clarity in optimisation.

• Conversion setup is critical before scaling spend.

• Regular copy testing unlocked higher CTR & lower CPC.