ICP: Homeowners in Florida with credit score >650, and high utility bills
Channels: Google, Meta
Goal: Generate consistent, qualified solar consultations at scale while lowering cost per appointment
Overview
Sunvena was facing an issue with inconsistant lead quality. Rising CPC Made their cost sky rocket as well. T
Google Ads captured intent with non-branded search campaigns, LinkedIn built authority through ABM-style content, and Meta Ads retargeted warm audiences to drive conversions.
The Problem
SunVena wanted to expand its solar installation pipeline across multiple Florida markets but faced 3 key challenges:
-Rising Google CPCs made cost per lead unpredictable.
-Meta Ads retargeting wasn’t connected to CRM, creating follow-up delays.
-Lead quality variation led to inefficiencies for the sales team.
The marketing objective was to build a predictable, scalable paid media system to consistently drive high-quality solar appointments at a target CPA under $150.
The Solution
We built a full-funnel paid media system combining Google and Meta Ads with clear intent segmentation, retargeting automation, and improved attribution.
1) Paid Media Campaign
Channels
Google Ads: $40K/month (Search, Performance Max, Display)
Meta Ads: $20K/month (Retargeting & Local Awareness)
Total Monthly Spend: $60K
3) Google Ads
Google Ads (TOFU + MOFU)
Created campaign clusters by homeowner intent:
“Solar panel installation near me”
“Lower electric bill solar program”
“Zero down solar”
Split campaigns by region (Orlando, Tampa, Miami) for localized ad relevance.
Implemented high-converting landing pages (ZIP validation + “Free Quote in 30 Seconds”).
Added call tracking + GA4 + CRM sync to tie ad clicks → booked appointments.
3) Meta Ads
Launched retargeting sequences for visitors and partial form completions.
Ad creatives featured local installs, testimonials, and zero-down offers.
Deployed custom lead forms + instant SMS automations to cut response time <5 minutes.
Warm audiences saw dynamic “before & after utility bill” creatives to drive urgency.
