Case Study · 3 years
1.85M Impressions and 13% Conversion for Australian Solar Company
354 form submissions at 13% conversion rate through integrated Google Ads, Meta Ads, and CRM automation.
1.85M
Impressions
354
Form Submissions
13%
Conversion Rate
Client
Solar installer, Australia
Challenge
Rising ad costs, no tracking
Solution
Integrated ads + CRM
Timeline
3 years
Key Result
354 leads, 13% CVR
Tools
Google Ads, Meta, HubSpot
Technix Infotech generated 1.85 million ad impressions, 354 form submissions at 13% conversion rate, and a consistent installation lead pipeline for SunMaxSolar, an Australian solar company, over a 3 year engagement combining Google Ads, Meta Ads, and HubSpot CRM automation.
The Challenge
SunMaxSolar was spending thousands on Google Ads monthly with no way to connect ad clicks to actual installation bookings. Their agency reported impressions and clicks but never mentioned revenue. Cost per lead kept climbing while lead quality declined.
The Australian solar market is fiercely competitive. National aggregator sites like SolarQuotes dominated Google Ads, driving cost per click above AUD $15 for primary keywords. SunMaxSolar needed qualified installation leads at a sustainable cost.
Cost per click for 'solar installer' keywords in Australian metro areas. At this rate, even moderate click volumes burn through budgets without guaranteed conversions.
Seasonal demand fluctuations made budgeting impossible. Summer generated 3x the inquiries of winter, but ad spend was flat year round. No attribution system existed to measure which campaigns drove actual installations.
Why This Was Not a Standard Project
SunMaxSolar was competing against aggregator sites with 10x their ad budget who captured leads and sold them to multiple installers. The lead quality from these channels was deteriorating because the same lead was being contacted by 5 to 8 installers simultaneously.
Building a direct lead generation engine meant competing on Google and Meta while also building an attribution system that tracked the full journey from ad click to installation booking, something most solar companies in Australia had never achieved.
The solution was not to outspend competitors on broad keywords. It was to target hyper local long tail keywords ('solar panels installation [suburb]') that aggregators did not bid on, combined with Meta lead ads that qualified by property type and energy usage before submission.
What We Did
Campaign Foundation
Month 1-2Set up Google Ads and Meta Ads with proper conversion tracking. Implemented HubSpot CRM with deal stages mapped to the solar sales process: inquiry, site survey, quote, negotiation, installation.
Landing Page Engineering
Month 2-3Built custom landing pages with solar savings calculators, testimonials, and streamlined inquiry forms. Connected forms to HubSpot with full UTM tracking for source attribution.
Campaign Optimization
Months 3-12Shifted from broad match keywords to long tail location targeting. Launched Facebook Lead Ads with qualifying questions on roof type, electricity bill, and timeline. Started A/B testing (40+ variations over the engagement).
Attribution and Scaling
Years 2-3Built multi channel attribution connecting every form submission to its source campaign, keyword, and cost. Introduced seasonal budget strategies: brand building in winter, conversion focus in summer. Scaled to new service areas.
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The Technical Deep Dive
The attribution challenge was the hardest technical problem. Solar installations have a 4 to 8 week sales cycle from initial inquiry to installation booking. During that time, a lead might interact with 3 to 5 ads across Google and Meta before converting. Standard last click attribution massively undervalued the campaigns that initiated the customer journey.
Technix built a multi touch attribution model in HubSpot that tracked every interaction: first ad click, website visits, email opens, phone calls, and site survey bookings. This required custom HubSpot properties for UTM parameters at every touchpoint and workflow automation that updated the deal's attribution as it progressed through stages.
The multi touch attribution model revealed that Facebook awareness campaigns, which showed zero direct conversions in last click reporting, were actually initiating 40% of the customer journeys that eventually converted through Google Search. This insight doubled the efficiency of ad spend allocation.
The Results
| Metric | Before | After |
|---|---|---|
| Form Conversion Rate | 3-5% (industry avg) | 13% |
| Cost Per Lead | No tracking | Tracked to installation |
| Attribution | None | Multi touch, full funnel |
| Seasonal Consistency | 3x summer/winter gap | Consistent pipeline |
1.85M
Impressions
354
Form Submissions
13%
Conversion Rate
35%
CPL Reduction Y1
These results span a 3 year engagement with continuous optimization. The 13% form conversion rate is 3 to 4 times the industry average for solar landing pages (3 to 5%). The key driver was not just ad optimization but the integration of ads with CRM, allowing optimization based on installation bookings rather than just form fills.
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Book a Free Consultation“Technix turned our marketing from guesswork into a science. We know exactly which campaigns generate installations and which waste money. Our cost per qualified lead dropped 35% in the first year and the pipeline stays consistent even in winter.”
SunMaxSolar Team
Solar Energy, Australia
Tools and Technologies Used
Google Ads
Meta Ads
HubSpot CRM
Google Analytics 4
Looker Studio
UnbounceWhat We Learned
01
Optimize for installations, not clicks
The campaigns that generated the cheapest clicks were not the ones that generated the most installations. Connecting ads to CRM pipeline data changed everything about how budget was allocated.
02
Long tail location keywords win
Targeting 'solar panels [suburb]' cost 60% less per click than 'solar installer [city]' and converted at 2x the rate because the search intent was more specific and the competition was lower.
03
Seasonal strategy prevents winter pipeline collapse
Shifting to brand awareness campaigns in winter and conversion campaigns in summer maintained pipeline consistency across seasonal demand fluctuations that previously caused 3x swings.
Frequently Asked Questions
Questions About This Type of Project
Campaign management fees plus ad spend varied over the 3 year engagement. Technix Infotech's revenue marketing services start from $500 per month plus ad spend. The key metric was cost per installation booking, which decreased 35% in year 1 through optimization.
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