RS Energy had never run paid ads before us. Twelve months in, we've delivered over a thousand qualified solar leads at a sub-$13 lifetime CPL on $70/day. Every enquiry handled by an AI closer Lewis trained himself.
When RS Energy came to us in May 2025, Lewis had one marketing channel: word-of-mouth referrals. He'd run a round of Google Ads earlier in the year that didn't work. Lead flow was unpredictable, and growing the install business without growing the marketing was hitting a ceiling.
It was Lewis's first time running paid ads. It was our first time running paid ads for a solar retail bundle account. The first two months were rough on both sides. New pixel, new creative, new offer, new niche. Nothing was compounding yet.
From that point on, it was a discipline problem more than a strategy problem. Refresh creative weekly, watch the data, kill what fades, double down on what wins. Twelve months later, the campaign is still running on the same $70/day budget that started this engagement.
Solar retail is a different beast from heatpump retrofit. The buyer is already in-market and actively comparison-shopping bundle prices. So we leaned into what the buyer was already looking for: the price.
Studied what was already winning in AU solar bundle marketing via the Meta Ad Library. Modeled a direct price-first angle: bundle price front and centre, system size, key benefits, install timeline. Refreshed weekly to combat fatigue.
Lewis's first CRM. Built from scratch in his account, mapped to RS Energy's actual quoting and install flow. Pixel and Conversions API verified before a single dollar was spent.
Lewis didn't want to be on the phone for every enquiry. We built an AI closer in GHL that handles initial qualification and books sits based on parameters Lewis defined himself. 24/7 coverage, no missed enquiries, no leads going cold while he's on a roof.
No "before" CPL because there were no paid leads before us. Just word-of-mouth, an unsuccessful Google Ads round, and a ceiling on growth. Twelve months later, the picture looks different.
| Metric | Before us (May 2025) | Now (May 2026) | Delta |
|---|---|---|---|
| Paid acquisition channel | None working | 12 months running | Built from 0 |
| Total paid leads | 0 | 1,043 | +1,043 |
| Average CPL | N/A | $12.65 | Sub-$13 lifetime |
| Best ad CPL | N/A | $7.77 | 189 leads on one creative |
| CRM | None | Full GHL build | Built in his account |
| Lead handling | Manual / missed | AI closer, 24/7 | 100% coverage |
300 leads in a month, $11 each. Best return on spend we've seen, hands down.
Two rough months, an inflection in month three, then disciplined compounding for nine months after that. Not a clean line up and to the right, but the kind of curve a real engagement actually traces.
20-minute strategy call. We'll audit your current ads and CRM live, tell you exactly where leads are leaking, and recommend the right path. You'll walk away with at least one fix you can apply this week, whether you hire us or not.
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