Case Study
Mad Energy NW – Enhancing Lead Generation through Meta Ads
Client: Mad Energy NW
Industry: Solar Energy & Sustainability
Objective
Mad Energy NW, a solar energy provider in the Pacific Northwest, aimed to improve its lead generation strategy to drive scalable business growth. Their goal was not just to increase the volume of leads, but to ensure those leads were qualified and actionable—delivering higher sales conversion rates and a better return on ad spend.
Results Snapshot
| Metric | Before (Google Ads) | After (Meta Ads) | Change |
|---|---|---|---|
| Monthly Ad Budget | $5,000 | $2,500 on Meta (50% split) | Strategic Reallocation |
| Click-to-Conversion Rate | 0.1% | ~4–5% (est.) | ✅ Major Improvement |
| Cost Per Lead | $20+ | Under $10 | ✅ 2x Efficiency |
| Lead Quality | Mostly unqualified/spam | Highly actionable, pre-screened | ✅ Enhanced Sales Readiness |
| E-book Downloads | N/A | Hundreds/mo | ✅ Content-Driven Engagement |
Challenges
Mad Energy NW initially focused their digital strategy on Google Ads, believing it to be the best platform for capturing high-intent traffic. However, their $5,000 monthly budget delivered disappointing results. In January 2024, they generated over 4,700 clicks from 383,000 impressions with a low cost-per-click (CPC) of $0.45—but the campaign produced only 122 conversions, yielding a 0.1% click-to-conversion rate. Most of the leads were either spam or not a fit for their solar offerings.
This indicated that while people were clicking, they weren’t qualified or ready to take action—highlighting the need for a demand-generation strategy focused on education and engagement, not just search intent.
Solution
Recognizing that solar is a "want-based" service, not an immediate need, we recommended reallocating 50% of the ad budget to Meta Ads. This allowed us to use precise targeting, compelling creative, and educational lead magnets to reach homeowners earlier in their decision-making journey. Our Meta Ads strategy emphasized content-driven engagement rather than transactional conversion. We launched a downloadable e-book titled “Understanding the Cost and Value of Solar Energy Systems,” built a dedicated landing page with qualifying questions, and retargeted non-converting traffic to boost conversions over time.
Our Meta Ads Strategy for Demand Generation
Precision Audience Targeting
- Targeted affluent individuals within a 50-mile radius
- Focused on homeowners interested in solar energy, smart homes, and sustainability
Educational Content Offer
- Created an e-book titled “Understanding the Cost and Value of Solar Energy Systems”
- Used as a lead magnet to attract informed, high-intent prospects
Landing Page Optimization
- Built a clean, fast-loading landing page with a short lead capture form
- Added qualifying questions to pre-screen potential customers
Custom Lookalike Audiences
- Leveraged existing customer data to create high-performing lookalike audiences
- Improved ad efficiency by mirroring past conversions
Ad Creative & Messaging
- Highlighted long-term savings, eco-benefits, and solar system ROI
- Used high-quality visuals of real installations to attract and resonate with users
Retargeting Campaigns
- Re-engaged users who viewed the e-book but didn’t convert
- Maintained brand visibility throughout the buyer’s journey
Continuous Testing & Optimization
- Ran A/B tests on ad creatives, headlines, and CTAs
Adjusted budget allocation in real time based on campaign performance
Results
By shifting part of their budget to Meta Ads, Mad Energy NW dramatically improved the quality and cost-efficiency of their lead generation strategy. The e-book funnel attracted more qualified users earlier in their decision journey and gave the sales team stronger data for follow-ups. Conversion rates improved, lead costs dropped by more than half, and the overall marketing ROI increased significantly.
Conclusion
Mad Energy NW’s experience illustrates that demand generation—especially on platforms like Meta—can outperform search-based intent campaigns in industries where buyers need time, education, and inspiration before committing. With a balanced strategy combining Meta Ads’ precision targeting and content engagement, Mad Energy NW continues to generate high-quality leads at scale, positioning itself as a market leader in solar energy solutions.
