PPC Case Study: How A Local Solar Energy Business Increased Leads by 80% While Reducing Cost Per Conversion by 40%
An experienced PPC team can enable your campaigns to perform their best by prioritizing data-driven decision-making with your marketing efforts leading to overall business growth.
The Green Panel
The Green Panel is a highly regarded solar panel and renewable energy solutions provider based in Michigan. With certifications from leading manufacturers like Tesla and Duracell, they offer quality service, installation, and procurement of solar products. As the exclusive certified installer of Tesla Powerwall energy storage lines in Michigan, along with retail locations, they are at the forefront of promoting sustainable energy solutions. The company prioritizes customer satisfaction, offering comprehensive maintenance programs and fostering collaborative efforts. Their commitment to accelerating clean energy adoption contributes to a greener future.
- 15+ years in business
- Safety first approach
- Focused on local procurement
The Challenge: Eliminate Irrelevant Leads and Over Spending on PPC Campaigns
Despite being a reputable solar panel and renewable energy solutions provider in Michigan, The Green Panel faced challenges with their digital advertising efforts. They experienced a decline in leads, over spending on branded keywords, and challenges with lead attribution. They also struggled with a surge of “bad leads,” predominantly consisting of spam or inquiries from outside their target area. This influx significantly hurt their ability to effectively convert potential customers and get a positive ROI on digital advertising efforts.
Keyword Research
To optimize campaign performance, we conducted extensive keyword research.
Optimized Ads
We focused on existing content to help structure campaigns, while creating new campaigns to fill funnel gaps.
Campaign Testing
We initiated a comprehensive testing phase to evaluate different strategies.
Our Approach: Empowering Growth through Targeted PPC Advertising
Maximizing Digital Advertising Impact
In order to address their lead quality and targeting issues while achieving their business objectives, our team took a pretty comprehensive approach. We focused on refining their pay-per-click (PPC) campaigns, not just to hit their business goals but also to attract people who were genuinely interested in what they were offering in their target market. Our main strategies revolved around testing out different campaigns rigorously and doing some deep research into finding the right keywords.
Campaign Testing
We initiated a comprehensive testing phase to evaluate different strategies. This involved campaigns focused on showroom foot traffic to enhance local awareness, competitor conquesting to capture potential customers considering alternatives, and mid-funnel campaigns targeting users who had already expressed initial interest. By rigorously testing various approaches, we aimed to identify the most effective PPC strategies for driving quality leads.
Keyword Research
To optimize campaign performance, we conducted extensive keyword research. This involved identifying the most relevant and high-converting keywords specific to the client’s industry and location. By strategically incorporating these keywords into their PPC campaigns, we aimed to attract users actively seeking solar solutions in Michigan, thereby maximizing the likelihood of conversion.
Results
Results: Growth in Traffic and Leads While Reducing Cost Per Conversion
Since taking over the management of The Green Panel’s PPC ads, within 6 months, our efforts have yielded promising results. By continuously refining and optimizing the campaigns, we have made significant progress toward achieving the client’s goals.
Key Outcomes Include:
- Generating Leads: Over the course of several months, we incrementally grew the number of leads generated. In the previous month alone, we achieved an impressive count of 85 quality leads. This consistent growth indicates the effectiveness of our strategies in attracting interested prospects.
- Lead Quality Improvement: Through testing and optimization, we successfully eliminated the influx of “bad leads” that plagued The Green Panel’s previous campaigns. The refined targeting strategies ensured that the leads generated were from genuinely interested prospects within their target area. This improvement not only streamlined their lead management process but also increased the conversion rate.
- Improvement in Important KPIs in 6 months:
- Decrease in Cost-Per-Click: Our team reduced the cost-per-click (CPC) by 17.38%. In January, it was $6.10, and by June, it had gone down to $5.04.
- Decrease in Cost-Per-Conversion: The cost-per-conversion was reduced by 44.36%. It started at $152.43 in January and dropped to $84.81 by June.
- Growth in Number of Conversions: Over the course of six months conversion increased by 79.59%, from 49 in January to 88 in June
- Improved Conversion Rate: June. 4.11% in January to 5.42% in June = 31.87% increase
- Growth in PPC Traffic: Traffic grew by 20.82%. It began at 1225 in January and jumped to 1480 by June.
By leveraging the full potential of targeted PPC advertising, we have enabled The Green Panel to expand their reach. This in turn has established them as a leading solar brand in Michigan, playing a significant role in building a cleaner and more sustainable future.
Learn more about our approach to generating leads through PPC here.
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