75ZŁ per lead for Solar Startup

SaaS

By Ruslan Flemer

Overview

Solar Aide is a platform in Poland that qualifies users and matches them with the best solar panel contractors through exclusive, high-value contracts. 😱 𝗧𝗛𝗘 𝗣𝗥𝗢𝗕𝗟𝗘𝗠: Initially, ads were managed in-house without a systematic approach. The messaging was generic, focusing on "green energy" rather than financial common sense. The result? High cost per lead (CPL) and inefficient ad spend that didn't convert. 👉 The Goal: Reduce the CPL and build a predictable, high-performance lead generation engine. 👉 Location: Poland. 👉 Audience: Homeowners focused on financial savings and ROI. 👉 Channels: Facebook Ads / Instagram. ⚙️ 𝗪𝗛𝗔𝗧 𝗪𝗘 𝗔𝗖𝗧𝗨𝗔𝗟𝗟𝗬 𝗗𝗜𝗗: 🎯 Leveraged Exclusive Access. We highlighted that the platform holds unique contracts with contractors, offering deals that aren't available on the open market. 🏘️ Used Social Comparison. We shifted the narrative from "saving the planet" to "not being the one who overpays." We used a powerful psychological trigger: comparing the user's potential savings to their neighbors' high bills. 🖼️ Visualized the Benefit. We designed creatives showing a neighborhood where everyone pays high prices (400 zł, 250 zł) while the Solar Aid user pays only 50 zł. This made the value proposition instant and undeniable. ⚡ Frictionless Funnel. We optimized the ad-to-lead flow, focusing on a 20-second installation quote to lower the barrier for entry and boost conversion rates. 🏆 𝗧𝗛𝗘 𝗥𝗘𝗦𝗨𝗟𝗧𝗦: 📉 CPL Reduction. By tapping into the "overpayment" pain point, we significantly lowered the cost per lead. 📈 Systematic Performance. Marketing efforts moved from "guesswork" to a stable, predictable flow of high-quality leads. 🏁 𝗧𝗛𝗘 𝗕𝗢𝗧𝗧𝗢𝗠 𝗟𝗜𝗡𝗘: In the solar industry, sustainability is a bonus, but financial ego drives the sale. The winning strategy was simple: show people that their neighbors are overpaying while they have a unique "backdoor" to a better deal. By replacing boring technical talk with aggressive social comparison and exclusive offers, we turned a struggling ad account into a lead-gen machine.

Services

• Meta Ads

  700 USD

  Setup and optimization of campaigns in Facebook Ads for lead generation platforms: competitor analysis, development of high-converting creatives, positioning based on price comparison and value, continuous testing, and scaling to reduce cost per lead and improve conversion efficiency.

Results

• Leads: 103
• Cost per lead: 75.14 PLN
• Amount Spent: 7739.07 PLN
• Impressions: 232458
• Reach: 165161
• Clicks: 1196