We grew a solar installer's leads 3.5×
How we turned a solar-panel installer's Google Ads into a national lead engine — more than quadrupling quarterly leads while cutting the cost of each one by more than half.
The partner
Iskra Energy installs solar-power systems for homes and businesses across Ukraine. It's a considered, high-ticket purchase with a long decision cycle — the account needed to catch both ready-to-buy searches and warm up the much larger group still weighing it up, at a lead cost that made a high-value install worthwhile.
Goals
- A national flow of qualified installation inquiries, home and business.
- Bring cost per lead down as volume scaled — not up.
- Separate ready-to-buy search demand from broader prospecting.
- Cover key regions, including a dedicated local presence.
- Track every inquiry so bidding optimizes to real projects.
Strategy
We split the account by intent and property type — brand, high-intent generic search, and Performance Max for home and business segments — with a local variant for priority regions. Measurement first, so every optimization chased real installation inquiries.
- 01
Separated home and business demand
Distinct campaigns and messaging for residential vs. commercial solar, so bidding and creative matched very different buyers instead of averaging them out.
- 02
Owned high-intent search
Generic search captured people actively pricing a solar install, defended by a Brand campaign — the highest-intent, highest-converting slice of demand.
- 03
Scaled reach with Performance Max
PMax home/business campaigns, plus a local variant, opened up the full Google inventory and drove the bulk of the volume as the account matured.
- 04
Drove cost per lead down deliberately
With conversions tracked cleanly, weekly optimization pushed the cost of each inquiry down by more than half even as spend nearly doubled.
- 05
Scaled budget on proven segments
Once a segment proved its lead quality and cost, we scaled its budget — quarterly leads climbed to more than 4.5× the launch quarter.
Results
Quarterly leads climbed to more than four-and-a-half times the launch quarter, and stayed there — while the cost of each lead fell by more than half and the budget nearly doubled.
Lead momentum
Leads per quarter · % change vs the launch quarterThe team
A senior-run Google Ads pod: strategy & account lead, a PPC specialist on daily optimization, and analytics — the same people from kickoff to today, on a flat monthly fee.
Metrics shown as relative growth. Absolute account figures are kept confidential.
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PMax + Search · read case →Book your free audit.
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