Solar brand gets qualified and highly responsive meta (FB/Insta) leads

This solar company, as a brand, was already quite successful. They were conquering cities and had just entered a new market. In the first two months, they KILLED the marketing game in terms of local awareness, and were also running meta ads.

As they were running these ads, most people who contacted them... ghosted. He was using WhatsApp as a means of communication right after they engaged with his ads. Therefore, he was getting a lot of leads, but most of them were non-responsive, tire-kickers, and the client used the term "garbage" for them.

My client wanted someone to work on the quality of responses and brand design.

Fast forward 30 days, and he got a free system on WhatsApp to auto-reply and qualify incoming leads, get input for quick online estimates, and quality design. As a result, he got to show his ads to more people in less price, and got over 250 quick online estimates, PLUS a WhatsApp group of 200 people interested in buying solar in the near future.

The Problem

They were already running meta ads, but were mostly getting non-responsive leads. They would message about how they want some info, and when someone from the team got back to them, they would vanish.

They were providing estimates online, but the ratio was very low compared to the number of prospects they contacted. People also seem to heavily haggle on price while being skeptical about the grade (quality) of solar panels.

They also wanted to improve the design of their ad creative. In short, they wanted to filter out the number of people they talked with to the point where they can have more meaningful conversations, and run ads efficiently.

The Solution

In this market, people would price shop + be extremely skeptical about the quality of our product/service. If you gave discounts, you could lose authority. If you didn't, you could be discarded as a possible option.

As a solution, we decided to use "The authority blast" on our ads to present ourselves as the BEST option. Later, this resulted in people not being skeptical about the quality, and they were more appreciative of our estimations. We also didn't use any discount offers and only led with credibility.

We also used "Loop of Reignition" in the WhatsApp response. Because this is a considered purchase, people have estimations now, but can buy after quite some time. This micro, free, and simple system allowed us to keep in touch in a way that was appreciated by them. When they would decide to pull the trigger, we would be highly active in their minds.

How We Structured The Campaign?

We used meta ads to tackle the nationwide fierce competition and focus on our local buyers who were going out of the city, making sure our ad was front and center in their feeds at the right time.

First, we used "The CIA Method™" to understand our audience and what makes them tick.

Because of the nationwide fierce competition, we used "Local Eye Magnet™" on our ad images to resonate with the local audience, helping us stand out positively.

We also used "The Authority Blast™" to communicate trust and credibility, basically positioning ourselves as the best option in the market. This helped us get interested and serious responses that didn't ask even once about the credibility of the company or their product, because our company was positioned so well right from the first interaction.

To make sure we didn't get any dead replies (prospect comes in, asking for more info, and vanishes), we came up with a WA greeting message that was automatically sent out when someone gets in touch, to have instructions (a high-cost action) on what they have to do if they are looking for a free estimate.

Quick note: You can also use landing pages, direct calls, emails, etc, for getting in touch with the leads that engaged with our ads. This was just a dominantly used platform, and supported the norm.

Because buying a solar system is a high-consideration purchase, and we are using meta ads to target people who were going to buy from our competitors in the near future, in our greeting message, we also invited them to join our WhatsApp group for daily price updates. (This can be different based on what interests your market the most, or what is stopping them from taking action) This allowed us to create a "reignition loop", never losing touch with prospects after they get their online estimate.

In the first week, we got data and improved based on "Active feedback™". As a result, in the first 10 days, we were getting direct calls, serious inquiries, and quick online estimates.

We didn't stop here and tested different ads, creatives, angles, and headlines, and came up with 2 extremely valuable ads that attracted serious prospects without discounts. This was big, as solar here is a market where people look for the best price. We made them understand from the ad that price is not everything, and we offered something more valuable than just a cheaper system.

By the end of the month, we were able to improve the brand design, reduce cost per result, get more responses, and improve the quality of leads, while giving our 250 quick online estimates in the first month.

Why We Chose Meta?

Meta ads build desire and awareness early, encouraging people to want something before they start actively searching.

With Google, people are already looking, so it’s easier to get quality leads faster from active searchers.

In short, the choice depends on your business and goals. Ultimately, any platform can capture prospects’ attention.

What matters is the message you craft, the psychology behind your ads, and how well your business is positioned to leverage the strengths of that platform.

Want More Estimates?

Above was just a small taste of what really happened.

If you want to learn behind-the-scenes of how we set everything up, what the “Local Eye Magnet™”, “The CIA Method™”, and “The Authority Blast” strategies mean, and how to apply these, PLUS other [REDACTED] techniques to generate quality estimates for your company…

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