Lead Generation for a solar panel installation company
An engineering company in Kyiv and surrounding areas needed quality leads for solar panel system cost calculations at a reasonable price.
About the Client
Solar panel installation engineering company (Ukraine, Kyiv and region).
Client Request
Quality leads for solar panel system cost calculations.
Initial Situation
High cost per lead in Google Ads ($25+), many non-targeted calls. Client's mistakes: running ads across all of Kyiv instead of focusing on areas with private homes. Landing page was a generic contact form without qualification, so the sales team wasted time explaining basics to unqualified leads (renters, apartments without roof access, etc.). Also targeting broad terms like 'solar energy' attracted researchers and students, not buyers.
Narrow Geo-targeting
Narrowed geo-targeting to cottage communities and Kyiv suburbs.
Quiz Landing Page
Created a quiz landing page for lead qualification (questions about roof type, current consumption, etc.). This filtered out 40% of non-qualified traffic before they even submitted a lead form. The quiz format also increased engagement - visitors who started answering questions were 3x more likely to complete the form compared to a standard contact form.
Search Advertising
Launched search ads for commercial queries ('buy solar panels price', 'solar panel installation').
“Using a quiz not only reduced cost per lead but also significantly eased the sales team's workload through pre-qualification of clients. The sales team's close rate increased from 8% to 22% because they only spoke with qualified homeowners who understood the investment scale. This shows how lead quality often matters more than lead quantity in high-ticket B2C sales.