Residential Solar Ltd specialises in solar panel and battery installation services for residential properties across the UK.
After working with them on a brand overhaul, website redesign and bespoke functionality development (see our previous case study for a breakdown of this process), Residential came to us and wanted to stand out in a noisy sector. As a relatively new business in the renewable energy sector, they needed to establish a digital presence and generate qualified leads across multiple regions and various platforms.
The Challenge
As a new player in the renewable energy sector, Residential faced numerous hurdles, such as low brand recognition; they needed to build credibility quickly. Through marketing consultancy sessions, we understood the challenge to be:
- Establishing a market presence in multiple UK regions, starting with key areas including Derby, Nottingham, Birmingham, Lincoln, Leicester, and Milton Keynes.
- Generating qualified leads for solar panel and battery installation services.
- Building brand awareness in a competitive renewable energy market.
- Creating a multi-channel digital marketing strategy that would enable them to reach homeowners multiple times before they make a decision.
Strategy and Approach
The more we talked to the sales team at Residential, the more we understood that people still are unsure about solar panel installation and view it as something “complex”, leaving them unable to make a confident decision. Therefore, we knew it was imperative to educate potential customers and populate the website with insights and information that help the user understand solar power.
Therefore, we developed a comprehensive digital marketing strategy incorporating three key channels: Organic SEO, Google Search Ads and Meta Advertising.
Organic SEO Campaign
We developed an organic SEO strategy to enhance long-term visibility. We created local SEO campaigns targeting specific regions in tiers. The primary locations included Derby, Nottingham, Birmingham, Lincoln, Leicester, and Milton Keynes.
In addition to the onsite and localised SEO efforts, we optimised the website’s technical aspects, improving page load speed, mobile responsiveness, and site architecture to ensure search engines could easily crawl and index the content.
To address the need for more authority due to being a new business, we began to flood the website with expertly written blogs and service pages to address common questions and equip the sales team with information that could be utilised during the consideration stage with customers. We focused on building local authority and relevance in each target area so they could begin to become experts within their target locations.
Google Search Ads
In conjunction with organic work, we began assembling targeted search campaigns to ensure Residential Solar appeared prominently when potential customers were actively searching for solar panel and battery installation services.
Learning Phase
We carefully managed the transition through the “learning phase” to improve the overall efficiency of the campaigns. The learning phase is critical for understanding how the ads perform as the platform gathers data to optimise delivery. During this stage, we fine-tuned the campaigns by adjusting bid strategies, targeting options, and budget allocation to ensure that they were operating as effectively as possible from the outset.
Continuous Optimisation
Our team closely monitored key metrics such as click-through rates, conversion rates, and cost per acquisition during this period. We also kept an eye on the search terms that were triggering the ads to ensure relevancy, eliminating any underperforming or irrelevant keywords and adding new high-performing ones. This continuous optimisation process allowed us to refine audience targeting, improve ad relevance, and maximise return on investment.
Conversion
We carefully managed the transition through the “learning phase” to improve the overall efficiency of the campaigns. The learning phase is critical for understanding how the ads perform as the platform gathers data to optimise delivery. During this stage, we fine-tuned the campaigns by adjusting bid strategies, targeting options, and budget allocation to ensure that they were operating as effectively as possible from the outset.
Meta Advertising
(Facebook & Instagram)
On Meta, we focused our attention on building brand awareness and engaging potential customers who might not yet be actively searching for solar solutions. We crafted visually engaging creatives showcasing the benefits of solar power, such as cost savings.
To refine our ads, we targeted specific demographics based on interests and behaviours. With over 30 ad sets targeting various locations, we incorporated images, customer videos and educational downloadable content; we were able to nurture leads through the sales funnel with a multi-touchpoint strategy.
Continuous refinement and optimisation
Once the campaigns were launched, our focus shifted to continuous improvement through ongoing optimisation efforts. This was crucial to ensure that the campaigns maintained high performance and adapted to changing market conditions and user behaviour.
Through regular, in-depth consultation and review meetings, we assessed how each piece of marketing was performing. With the Residential team’s input, we could identify trends, highlight areas of success, and detect any inefficiencies that could be addressed. By consistently reviewing this data, we were able to stay proactive in refining the campaigns rather than reacting only when performance dipped.
Based on the insights gathered from our consultancy and catch-up sessions, we made data-driven adjustments to improve results. This included modifying ad copy, adjusting bids, or reallocating budgets towards the best-performing keywords, audiences, or regions. If certain ad creatives or targeting strategies were underperforming, we promptly tested alternatives to maintain momentum. We also closely monitored seasonality trends and market shifts to ensure the campaigns remained competitive and relevant throughout.
Looking Forward
The digital marketing foundation we’ve built for Residential Solar has become a cornerstone of their continued success, providing a robust platform that supports their strategic expansion into new regions. By establishing a strong presence across Google Search Ads, Facebook Ads, and search engines, we ensured that Residential Solar’s brand is visible to a broad yet targeted audience, enabling them to capture qualified leads and drive consistent growth.
Our proactive approach has led to sustained growth across all channels, helping Residential Solar expand their services into new regions. As they continue to expand into new areas, our efforts will ensure that they maintain a digital presence and continue to see sustainable growth across their entire marketing ecosystem. By building this solid foundation and managing it effectively, we’ve positioned Residential Solar for long-term success in the renewable energy sector.
See More