Solar and Energy

G O O G L E A D S C A S E S T U D I E S · S O L A R & E N E R G Y

Turning solar searches into

qualified quote requests.

How structured Google Ads search campaigns are generating consistent, trackable leads for two Australian solar installers — one in Western Australia, one in Queensland.

36 leads

Forms + calls — Solar 2 (QLD)
A$148.08 cost per lead over 38 days

Solar is one of the most competitive lead-generation categories in Australian paid search. Buyers research heavily, compare several quotes and respond to rebate news. These case studies show what a disciplined account structure, clean conversion tracking and tight budget control deliver in that environment — reported directly from the Google Ads platform.

A$34.81

Cost per lead — Solar 1 (WA)
27 conversions in 17 days on A$65/day

CASE STUDY 01 · WESTERN AUSTRALIA

Solar 1 (WA)

Industry Solar & batteries Market Perth & WA Period 14–30 Sept 2026 (17 days) Budget A$65/day

27 quote and rebate enquiries at A$34.81 per lead — on a budget of just A$65 a day.

27

LEADS (CONVERSIONS)

$34.81

COST PER LEAD

$34.81

AD SPEND

$2.74

AVG. COST PER CLICK

6,477

IMPRESSIONS

~348

CLICKS

5.4%

CLICK-THROUGH RATE

7.9%

CLICK-TO-LEAD RATE

The challenge

This established Perth-based installer needed a steady flow of genuine quote requests across solar, batteries and rebate-driven enquiries — without a large budget to absorb wasted clicks in a crowded Perth market.

What we did

Structured Search architecture separating brand from Perth & WA non-brand demand, with tightly themed ad groups by service.

Service-specific responsive search ads — solar, batteries, rebates — matched to how buyers actually search.

Categorised negative keyword lists to filter out DIY, job-seeker and low-intent traffic.

Conversion tracking on every lead path: obligation-free quote form, pop-up form and battery rebate form.Conversion tracking on every lead path: obligation-free quote form, pop-up form and battery rebate form.

Source: Google Ads, enabled campaigns, 14–30 Sept 2026. Google reports 27.35 conversions including projected conversions; cost per lead is calculated on that reported figure. Clicks, CTR and click-to-lead rate are derived from spend ÷ average CPC.

The result

Around 11 leads a week at under A$35 each — proof that a modest daily budget can work hard when every dollar is aimed at high-intent searches — with the account using 86% of its available budget — room to scale before hitting spend limits.

CASE STUDY 02 · QUEENSLAND

Solar 2 (QLD)

Industry Solar installation Market Queensland Period 3 Mar – 9 Apr 2026 (38 days) Budget A$150/day

27 quote and rebate enquiries at A$34.81 per lead — on a budget of just A$65 a day.

36

LEADS (CONVERSIONS)

$148.08

COST PER LEAD

$5,331

AD SPEND

$5.25

AVG. COST PER CLICK

27

FORM SUBMISSIONS

9

PHONE CALLS

~1,015

CLICKS

3.5%

CLICK-TO-LEAD RATE

The challenge

Queensland solar search is expensive: average clicks cost nearly double the WA account. At those prices every irrelevant click matters, and leads come through more than one channel — so tracking forms alone would have understated what the campaigns were really delivering.

What we did

High-intent Search campaigns focused on buyers actively looking for solar installation in Queensland.

Dual conversion tracking — form submissions and phone calls — so every lead source is counted.

Ongoing search term review and negative keywords to protect budget from low-intent queries at a A$5+ CPC.

Budget paced close to target — 94% of the A$150/day allocation used, without overspend.

Source: Google Ads, 3 March – 9 April 2026. Clicks and click-to-lead rate are derived from spend ÷ average CPC. One in four leads arrived by phone — enquiries that would be invisible without call conversion tracking.

The result

A consistent pipeline of around 6–7 new enquiries every week, with both quote forms and inbound calls attributed back to the campaigns. That gives the business a clear, defensible cost per lead to measure against the value of each installed system.

A T A G L A N C E

Two markets. One disciplined approach.

Solar 1 (WA)

14–30 Sept 2026 · 17 days

A$65

A$952.17

A$34.81

A$2.74

~11

86%

Metric

Reporting period

Daily budget

Ad spend

Leads

Cost per lead

Average CPC

Leads per week (avg.)

Budget utilisation

Solar 2 (QLD)

3 Mar – 9 Apr 2026 · 38 days

A$150

A$5,330.83

36 (27 forms · 9 calls)

A$148.08

A$5.25

~6.6

94%

01

Structure before spend

Campaigns and ad groups built around real buyer intent, so budget follows the searches most likely to become quotes.

02

Track every lead

Forms, pop-ups, rebate enquiries and calls all measured, so optimisation decisions are based on real outcomes, not clicks.

03

Protect the budget

Continuous search term review, negatives and pacing control keep spend on target and waste to a minimum.

Cost per lead differs between the two accounts largely because of market conditions: Queensland clicks cost nearly twice as much as WA clicks over these periods. Results reflect each account's reporting window and are not a guarantee of future performance.

W H A T D R I V E S T H E S E R E S U L T S