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Solar Score
Solar Lead Generation (Quiz-Based Funnel)
We launched a Google Ads campaign for a solar suitability quiz, targeting high-intent keywords and optimizing for CPA with a quiz-based funnel.
The strategy delivered consistent lead volume, strong CTRs, and a cost-efficient path to scale in a saturated market.
Challenge
The primary objective was to generate a high volume of qualified leads through a solar panel suitability quiz while keeping the cost per acquisition (CPA) low. Operating in a competitive and saturated energy market, the campaign needed to stand out with a unique offer and compelling messaging. Additionally, it was critical to maintain strong conversion rates and ad relevance on Google, balancing cost-efficiency with consistent lead quality.
Approach
To achieve this, welaunched high-converting Google Search Ads targeting high-intent keywords suchas “solar panel savings,” “roof suitability,” and “solar score.” The responsivead copy was crafted specifically for the quiz funnel, emphasizing user benefitslike potential cost savings and ease of participation.
Campaigns were segmented by user intent, and a target CPA bidding strategy was implemented to ensure budget efficiency. Ongoing optimization included iterative improvements to ad creatives, extensions, and targeting based on performance data. A/B testing of ad groups and keyword variations was conducted to boost click-through and reduce cost-per-click (CPC).
Results
The campaign delivered 9,980+ conversions at an average CPA of just £7.12, proving highly effective for lead generation. With a total ad spend of £71,105, the campaign achieved over 66,000 clicks and 1.2 million impressions, maintaining a strong average click-through rate (CTR) of 7.6%.
The average conversion rate across ad groups stood at an impressive 16.37%, significantly outperforming industry benchmarks and affirming the strength of the quiz-based funnel strategy in a crowded market.
highlights
9,980+
£7.12
1.2M+
7.6%
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