Client Background
The client is a leading solar energy company that provides end-to-end renewable energy solutions to commercial and industrial clients. Their services include solar panel installation, maintenance, and energy efficiency solutions. The client operates in the B2B sector and aims to help businesses reduce energy costs through sustainable energy solutions.
Problem Statement
The company struggled to capture qualified leads for its solar energy solutions. Despite having a strong service offering, they lacked an effective online presence to attract the attention of B2B customers, particularly in industries where energy consumption was high, such as manufacturing and retail. The client needed a marketing campaign to generate better-qualified inquiries and increase their lead generation efforts.
Service Provided
We developed a paid campaign to boost the solar energy provider’s lead generation through Google Ads and LinkedIn. The campaign targeted commercial and industrial decision-makers looking to switch to renewable energy solutions.
Solution Provided
- Google Ads for High-Intent Keywords
- Targeted keywords like “solar energy solutions for businesses,” “commercial solar panel installation,” and “renewable energy for industries.”
- Ads highlighted the company’s ability to reduce energy costs for businesses through reliable and cost-effective solar solutions.
- LinkedIn Sponsored Posts for B2B Targeting
- Focused ads on decision-makers such as facility managers, sustainability officers, and business owners in industries with high energy usage.
- Used industry filters such as manufacturing, retail, and food processing to ensure relevant targeting.
- Custom Landing Pages for Lead Capture
- Created landing pages with specific messaging for different industries such as manufacturing, retail, and agriculture, showcasing the benefits of solar energy for each sector.
- Added CTAs like “Request a Free Solar Assessment” and “Learn How Solar Can Reduce Your Energy Bills.”
- Regional Targeting and A/B Testing
- Focused on high-energy-consumption regions like Gujarat, Maharashtra, and Tamil Nadu.
- A/B tested different ad variations to optimize messaging and visuals that resonated with commercial decision-makers.
- Lead Management and Nurturing
- Integrated the leads into the marketing company’s CRM for follow-up.
- Designed an email follow-up series with case studies, testimonials, and ROI projections for solar energy adoption in commercial settings.
Execution Details
- Campaign Duration: 60 days
- Platforms: Google Ads, LinkedIn
- Total Budget: ₹1,00,000
- Landing Pages A/B Tested: 3
- Targeting Strategy: Focus on B2B decision-makers in manufacturing, retail, and agriculture industries in regions with high energy consumption.
Analysis of Budget:
₹1,00,000 is considered economical for a B2B lead generation campaign in the solar energy sector, given the high value of each lead. The industry-specific approach and regional targeting helped maximize the return on investment (ROI) within the budget.
Results Achieved
- 480 Qualified B2B Inquiries for solar energy solutions
- Cost per Inquiry: ₹208 (considered inexpensive for the value of the product)
- LinkedIn Engagement Rate: 3.5% (above average for B2B campaigns in the energy sector)
- 7 New B2B Clients signed contracts for solar panel installations
- Lead-to-Conversion Rate: 22% (strong conversion for B2B leads)
Analysis of Results:
The cost per inquiry of ₹208 is considered affordable for the solar energy industry, especially given the potential savings businesses can generate by adopting renewable energy solutions. The number of qualified B2B inquiries (480) and the 7 new contracts indicate a successful lead generation effort. The conversion rate of 22% reflects the high-quality nature of the leads generated.
Client Feedback
The client was very satisfied with the marketing agency’s strategy and the overall success of the paid campaign. The B2B leads generated through the campaign were highly relevant, and the sales cycle was notably shorter due to the well-targeted advertising. They appreciated the industry-specific landing pages and regional focus, which resulted in better engagement with their ideal audience.
Key Takeaways
- Paid campaigns focused on B2B decision-makers in industries with high energy consumption can generate high-quality leads for solar energy solutions.
- LinkedIn Sponsored Posts are effective for reaching decision-makers in industries like manufacturing and retail.
- Regional and industry-specific targeting, combined with optimized landing pages, significantly improves conversion rates.
