The Challenge & Goal
For Q2 2024, our goal was to increase lead volume in Poland (measured by contact form submissions from prospective SunRoof customers) by at least 25% QoQ, all within the same media budget. This was challenging due to the photovoltaic sector’s typical peak in Q1 and Q3, compounded by shrinking search demand.
Additionally, new competitors like SolRoof and MyRoof intensified their advertising efforts to capture market share, which directly drove up CPCs in the auctions. Market stagnation and inflation further heightened customer price sensitivity, with many favoring traditional PV installations on conventional roofs, viewing solar roofs as too costly. To succeed, we needed to ensure both lead volume and lead quality, focusing on well-informed, high-intent clients.
Solution
We decided to challenge the status quo by focusing on creative messaging rather than just tweaking targeting or optimization strategies. Our approach involved crafting ads that were not only informative but also engaging and fun, making SunRoof’s offering stand out. We emphasized the affordability and benefits of SunRoof’s solar roofs compared to conventional solutions, highlighting their cost-effectiveness and positive environmental impact. This approach aimed to differentiate SunRoof from competitors and address market pricing concerns. Additionally, we leveraged top-performing PPC channels to effectively reach our target audience, reinforcing our message through strategic campaigns.
Implementation
Our campaign utilized both Google Ads and Meta Ads to engage a broad yet relevant audience. We also created a dedicated landing page to educate potential customers about SunRoof’s solar roofs and new pricing strategies.
On Google Ads, we deployed various campaign types, including Search, Performance Max, Demand Gen, and YouTube, targeting different stages of the customer journey. To optimize performance, we fed custom audiences, such as past purchasers, into the algorithm to refine targeting and implemented Demand Gen campaigns to drive interest and consideration.
On Meta Ads, we developed a multi-step funnel, starting with traffic campaigns to build awareness and transitioning to conversion-focused ads. Additionally, we created conditional-logic Instant Forms on Meta to exclude users who might find the price too high, and we applied remarketing strategies to re-engage users who had previously interacted with our ads.
Ads
Results
With our strategic approach, we achieved remarkable results for SunRoof:
- Increased Lead Volume: we boosted lead volume by 35% in Q2 compared to the previous quarter while maintaining the same media budget. Additionally, we reduced the CPL compared to previous benchmarks.
- YoY Improvement: we grew the number of leads by 23% compared to Q2 2023.
- Improved Lead Quality: Our efforts enhanced lead quality, resulting in higher conversion rates and setting a new record for the number of roofs sold in Poland.
- Sales Team Satisfaction: The sales team noted improved lead quality, which contributed to better sales performance and positively impacted cash flow.
Conclusion
The Q2 2024 campaign significantly exceeded expectations by improving both lead volume and quality. SunRoof’s creative approach and effective use of digital channels have strengthened its position in the Polish market. These successful results have not only enhanced our partnership but also set the stage for continued collaboration and innovation in future campaigns.
