Growth System
Solar Field Energy
From £180 cost per lead to £62 — a performance funnel built for a competitive market.
Solar Field Energy was generating leads from Meta Ads but paying £180 per qualified appointment — a CAC that made their already-tight unit economics unworkable at scale.
The problem wasn't the ad spend. It was unqualified traffic hitting a generic contact form, a creative approach that looked like every other solar ad, and no nurture sequence for leads who weren't ready to book immediately.
We rebuilt the top, middle, and bottom of their funnel: new creative that led with savings calculation rather than environmental messaging, a multi-step qualification form that filtered out unqualified traffic, and a six-touch email sequence that converted warm leads over 14 days.
Cost per qualified lead fell from £180 to £62. Appointment show-up rate increased from 48 % to 71 %. The sales team closed more from fewer leads.
Key Services
- Ad creatives (Meta + Google)
- Funnel design & build
- Lead qualification architecture
- Email nurture sequence
- Performance analytics
Platform
- Meta Ads
- Google Ads
- Webflow
- ActiveCampaign
- Calendly
Before
Ad Creative That Talked About the Planet Instead of the Savings
Solar Field's ads led with carbon footprint reduction and environmental impact — messaging that resonates with a small segment but ignores the primary motivation of most solar buyers: saving money on energy bills. CTR was low and cost per click was climbing as audience fatigue set in.
A Single Contact Form That Accepted Every Enquiry
One generic 'Get a Quote' form with name, email, and phone captured everyone — renters, under-qualified homeowners, and commercial prospects who would never convert. The sales team spent 60 % of their time disqualifying leads that should never have entered the funnel.
No Follow-Up for Leads Who Weren't Ready Immediately
Anyone who didn't book a call within 48 hours of submitting the form received no follow-up. Solar purchase decisions typically take 3–6 weeks. Without a nurture sequence, Solar Field was walking away from every lead that needed more time.
After
Savings-First Creative That Speaks Directly to the Real Motivation
We rebuilt the creative strategy around one message: 'Find out exactly how much you could save.' A savings calculator ad unit personalised to the viewer's region and energy tariff generated 3.1× higher CTR than the previous environmental messaging. The hook changed everything.
A Multi-Step Qualification Funnel That Pre-Sells While It Screens
We replaced the generic form with a 4-step qualification flow: property type, bill size, roof orientation, and ownership status. By the time a prospect reaches the booking screen they've already committed time and answered the key qualification questions. Only homeowners with viable properties see the calendar.
A 14-Day Nurture Sequence That Converts the 'Not Yet' Leads
Six emails over 14 days — starting with a personalised savings estimate, progressing through case studies from local homeowners, and ending with a time-limited assessment booking offer — converted 23 % of non-immediate leads into booked appointments within 30 days.
“We went from drowning in unqualified enquiries to getting fewer leads that actually show up and buy. Our cost per appointment dropped by 65 % and the team is finally selling, not screening.”
Tom Fitzgerald
Growth Director, Solar Field Energy
