$3K in Google Ads spend generated $70K+ in solar installation orders
A seasonal Google Ads campaign for a solar installation company generated roughly 100 leads at about $30 CPL and more than $70,000 in orders.
01 / CONTEXT
What was happening
Solar installation is a high-ticket lead generation market where a small number of qualified enquiries can create substantial revenue. The campaign needed to capture people already considering an installation, keep lead acquisition efficient and give the sales team enough volume to convert during the active season.
02 / THE PROBLEM
The constraint that mattered
The account could not be managed around traffic volume or cheap clicks. The commercial goal was to generate a predictable flow of quote-ready leads at a CPL that still made sense against the value of a completed solar installation. Measurement had to connect Google Ads activity with real lead actions before scaling.
03 / AUDIT FINDINGS
Lead quality mattered more than raw lead volume because each successful installation carried significant order value.
The strongest opportunity sat in high-intent searches from users actively comparing installation options and requesting quotes.
Google Ads, GTM and GA4 needed to work as one measurement stack so optimization was based on real lead actions.
Seasonality made budget timing critical: spend had to be concentrated when installation demand and sales capacity were strongest.
04 / WHAT CHANGED
Interventions, not generic recommendations.
01 / MEASUREMENT
Rebuilt lead measurement with GTM and GA4
Configured conversion tracking around meaningful enquiry actions so Google Ads could optimize toward actual leads rather than generic engagement metrics.
02 / INTENT
Concentrated spend on installation-ready demand
Built the acquisition strategy around searches with clear commercial intent, reducing the role of broad research traffic and prioritizing users closer to requesting a quote.
03 / BUDGET
Scaled around an acceptable CPL
Used lead cost as the primary efficiency guardrail and kept acquisition around the ~$30 CPL level while the campaign generated enough volume for the sales team.
04 / SEASONALITY
Matched advertising pressure to the sales season
Focused budget during the periods when installation demand was strongest, allowing the business to return to the same acquisition model season after season.
05 / Proof
Only screenshots that prove something.
These slots are deliberately explicit so the final case uses cropped, contextual evidence rather than decorative dashboard screenshots.
06 / RESULTS
At an average CPL of roughly $30, the campaign produced around 100 enquiries during the active period.
The leads generated through the campaign converted into more than $70,000 in solar installation orders.
More than $70K in orders against roughly $3K in Google Ads spend puts order value at over 23 times media cost.
The economics were strong enough for the company to continue using the campaign model during subsequent active seasons.
Measurement note
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