Solar Installer: 60% Lower Cost Per Lead

Donna's solar installation business had grown to a team of 6 installers, but their growth was entirely dependent on pay-per-lead services costing £3,000/month. The quality had been declining for over a year.

The same leads were being sold to 3-4 competing installers simultaneously. By the time Donna's team called, the homeowner had already spoken to two other companies. Conversion rates had dropped to under 15%.

Donna had tried running her own Google Ads but found the cost-per-click for solar keywords in Aberdeen was prohibitively expensive without expertise. She was spending money with no clear strategy.

The business needed exclusive leads at a sustainable cost, without being held hostage by third-party lead providers who could raise prices at any time.

We started by mapping every solar-related search query across the Aberdeen and North East Scotland region. We identified 180+ keywords with commercial intent that SolarTech wasn't appearing for.

We built 15 location-specific landing pages targeting towns across Aberdeenshire — from Stonehaven to Ellon, Inverurie to Peterhead. Each page was optimised for 'solar panel installation' + location.

Our content strategy positioned Donna as the go-to solar authority in the region, with guides on solar panel grants, energy savings calculators, and local installation case studies.

We implemented our AEO strategy to ensure SolarTech appeared in AI-powered search results when homeowners asked questions like 'best solar installer in Aberdeen' to ChatGPT or Google's AI Overview.