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Lead Generation Case Study: Canopy Energy

Canopy Energy is one of the 10 largest solar companies in California, with $50 million in revenue. They specialize in installing solar panels and help customers turn their homes into energy-efficient, profit-making machines. Canopy Energy's primary goals were increasing leads and sales through their online channels by utilizing Facebook Ads and Google's AdWords.  

6X

Increase in inbound leads 

50%

CPA reduction

2X

Profitable audience reach increase

Strategy

  • Shift lead generation from cold outreach through call-centers to more online channels, such as Facebook and Google AdWords 
  • Scale current media buying on Facebook around getting new users into the funnel, which included building new audiences, optimizing call-to-actions, and A/B testing new banners and videos we created
  • Build new landing page flows for different ad campaigns 
  • Set up proper customer tracking through Google Analytics to assure ads were performing properly  

Results

  • Increased number of quality inbound leads by 6x 
  • 25% of total leads now coming through paid social and paid search
  • Reduced CPA by 50% while continuing to scale 
  • Identified new profitable audiences & scaled profitable audience reach 2X
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