Industries · Solar Energy
Madvert Labs builds lead generation for solar installers and solar brands: a benefit-driven solar offer, Meta Ads aimed at property owners, qualifying questions on electricity bills, property and installation interest, and fast follow up by the sales team.
For example, Cellsol Energy reached 200+ qualified leads per day at ~Rs. 10 CPL, with a sample campaign showing 569 leads at Rs. 9.12 (Cellsol Energy case study). For a Texas solar company, a July 2025 campaign produced 136 website applications at $13.72 and 36 Meta leads at $15.09 (Texas solar case study).
Updated
The challenge
Solar is a considered purchase with a large upfront cost. Most people who click a solar ad want a rough price first, and many are tenants, live outside the service area or have no plan to install soon. Those enquiries look like leads on a dashboard but rarely become site visits.
Many installers advertise similar offers to the same audience, which pushes lead costs up. In the Cellsol Energy case study, the solar market was highly competitive and lead costs were high for most players.
The sale also depends on speed and information. A sales team that receives a name and a phone number has to start from zero, while a team that already knows the monthly bill, the property and the level of interest can have a useful first conversation.
Bill pressure
A high electricity bill or unreliable supply prompts a first look at solar.
Price check
Wants a rough cost and payback before speaking to anyone.
Comparing installers
Asks several companies, looks at equipment, warranty and trust.
Ready for a survey
Owns the property, knows the bill and wants a quote or appointment.
The system
This is the system behind both solar case studies, set out as steps a solar company can compare with its current lead flow.
A clear, benefit-driven offer is the biggest lever. Both solar campaigns started with offer creation before any targeting decisions.
Meta Ads reach property owners by location, interest and behaviour. Creative uses simple messaging and real-life visuals. Direct lead ads (Cellsol Energy) and a landing page funnel (Texas) are chosen per market and tested.
The form captures the details a solar sales team needs before calling. The Texas lead-gen flow captured bill details, property info and installation interest.
Leads are routed to the sales team quickly, with their answers attached, so the first call can move to a survey or appointment. CRM and Automation adds reminders and WhatsApp follow up where needed.
Reports separate lead types (for example lead form leads and website applications) and track cost per qualified lead and appointments, so budget moves to what the sales team can close.
Qualification
Questions a solar lead form or first call can ask. The first three reflect what the Texas solar flow captured.
What is your average monthly electricity bill?
Bill size shapes the system size and the savings argument.
Do you own the property, and what type is it (home, farm, business)?
Owners can decide; property type decides the proposal.
How soon are you looking to install?
Separates people ready for a survey from people collecting prices.
Where is the property located?
Keeps enquiries inside the area the installer serves.
Are you paying upfront or looking at financing?
Lets the sales team prepare the right option for the first call.
Each question is tested against volume. A shorter form can suit a direct lead ad, while a funnel can ask more.
Channels
Proof
Two solar campaigns, shown exactly as reported. They use different currencies, markets and lead types, so the figures should not be compared directly.
Solar Energy case studyCellsol Energy
Cellsol Energy needed a consistent flow of qualified leads in a competitive solar market. Direct Meta lead ads, a benefit-driven offer and targeting with property ownership signals produced leads of a quality the client describes as high enough to expand its sales team. Figures are in Pakistani rupees.
Solar Energy case studyTexas, USA
A Texas solar company wanted high-intent prospects it could turn into direct appointments. Two Meta campaigns ran from 1 to 31 July 2025: a funnel form and a lead form.
Figures describe specific campaigns for specific clients. They are not benchmarks, and past results do not guarantee future results.
FAQ
Solar companies usually get leads from paid social ads, search ads, referrals and their own website. Madvert Labs focuses on Meta Ads with a strong offer and qualifying questions, supported by search and SEO. For example, Cellsol Energy reached 200+ qualified leads per day at ~Rs. 10 CPL with direct lead ads.
Both can work, and the choice is tested. Lead forms are quicker to complete, while a landing page funnel can ask more and filter harder. In the Texas solar case study, the funnel form campaign produced 136 website applications at $13.72 and the lead form campaign produced 36 Meta leads at $15.09, which are different lead types.
A solar lead form should ask what the sales team needs for a useful first call: the monthly electricity bill, whether the person owns the property and what type it is, the location and how soon they want to install. The Texas solar flow captured bill details, property info and installation interest.
Yes. The published solar work includes Cellsol Energy, with figures in Pakistani rupees, and a Texas solar company in the United States. Madvert Labs is based in Karachi and plans campaigns for each market on its own numbers.
Not on its own. A low cost per lead only helps if the leads own a property, sit in the service area and want to install. Madvert Labs reads cost per lead alongside lead quality and appointments, and uses cost per qualified lead as the main measure.
No. Madvert Labs builds and runs the system that brings in qualified enquiries and gets them to the sales team. Installations depend on pricing, the sales process and the customer. Both solar case studies report leads and their cost, not installations or revenue.
Madvert Vault
The only guide you need to create offers that attract, convert and give you freedom.
Download Free
Before you spend $1 on Facebook ads, run this complete checklist.
Get the ChecklistRevenue Leakage Audit
Madvert Vault
Find the revenue lost between enquiry and closed deal.
Open the AuditKeep exploring
Next Step
