Solar Company Lead Generation Case Study
A solar company partnered with Ascent Digital to generate inbound leads, increase brand visibility, and improve advertising engagement across Search Engine Marketing (SEM), Facebook and Instagram, and Display Advertising. The campaign targeted consumers interested in solar energy while comparing channel performance and building a multi-stage path from awareness through consideration and decision-making.
Challenge
The campaign needed to balance broad brand awareness with direct lead generation that could support the solar company’s canvass sales efforts. The strategy had to build visibility while still producing measurable, high-intent opportunities and identifying which channels delivered the strongest results.
Benefits
- High-Impact Lead Generation
- Enhanced Brand Awareness
- Data-Driven Strategy
- Multi-Stage Funnel Progression
Problem Statement
The primary objective was to generate inbound leads, increase brand visibility, and optimize advertising engagement across SEM, social media, and Display Advertising. The campaign needed to reach consumers interested in solar energy, support direct sales efforts, and assess the effectiveness of each channel so future budget and strategy decisions could focus on the strongest performers.
A Multi-Stage Solar Advertising Strategy
Ascent Digital implemented a multi-stage strategy using Display Advertising, Google Ads, and social media, with separate awareness, consideration, and decision stages. SEM targeted high-intent searches, Display supported visibility and Search retargeting, and Facebook and Instagram campaigns used engagement-based audiences and retargeting to move prospective solar buyers through the sales funnel.
Social Media Conversions
19,130 conversions from 22,931 social media clicks, as reported in the case study results.
A 7.1% click-through rate demonstrated strong engagement on Facebook and Instagram.
181 SEM leads were reported, including phone, free-estimate, and contact-form leads.
How Did We Do?
Turning Solar Awareness Into Measurable Demand
SEM Conversion Rate
Social Media Click-Through Rate
The campaign delivered its strongest performance through social media and SEM, while Display Advertising proved less effective as a direct-response channel. Social media generated strong reach, engagement, and conversions, while SEM produced valuable high-intent leads and phone opportunities. Display also supported the Search campaign through retargeting, which the case study reports helped significantly lower cost per click. Together, the channel mix gave the solar company both immediate lead generation and clearer insight into where future advertising investment could be concentrated.
Moving Solar Buyers Through the Funnel
Multi-Stage Advertising Strategy
Display, Google Ads, and social media campaigns were organized around awareness, consideration, and decision-making to guide prospective solar buyers through the sales funnel.
SEM Lead Generation
SEM targeted high-intent solar searches and generated 283 clicks at a 13.07% conversion rate. The case study reports 181 leads, including 67 phone leads, 90 free-estimate-form leads, and 24 contact-form leads.
Social Media Funnel & Retargeting
Facebook and Instagram used a three-phase structure. Brand awareness campaigns were optimized for engagement, while consideration and decision campaigns retargeted users based on 75% video views, website visits, and social interactions. Advanced engagement tracking helped move interested prospects through the funnel.
Multi-Stage Advertising Strategy
Display, Google Ads, and social media were structured around awareness, consideration, and decision stages.
Display Advertising
Generated 326,004 impressions and 285 clicks, building initial visibility and supporting the SEM campaign.
SEM Lead Generation
Targeted high-intent keywords, generated 283 clicks, and achieved a reported 13.07% conversion rate.
Brand Awareness Campaign
Reached 163,980 users with 22,931 clicks and a 7.1% CTR through engagement-focused social advertising.
Consideration Retargeting
Retargeted users who watched 75% or more of initial videos, visited the website, or interacted socially.
Decision-Stage Retargeting
Focused on custom audiences built from users who engaged with consideration-stage content.