EMSOLIS UAB · SOLAR SYSTEMS · UNCONVENTIONAL LEAD GENERATION · FIRST PAID MARKETING CHANNEL IN 6 YEARS

Without collecting contact forms (the standard market practice for getting a lead), we generated €50,000 in sales in the first month on €1,000 of Meta Ads spend

Solar company Emsolis lived on word-of-mouth referrals alone for six years, and that generated €600–800k in annual turnover.

We applied an unconventional way of collecting leads (a buying-intent-based quiz funnel) and launched their first Meta Ads campaigns, which started generating quality leads at €16 each, on a sale worth €8–20k.

€50k

MONTHLY REVENUE ON €1K SPEND

€16

COST PER LEAD · €8–20K TICKET

~13%

OF LEADS BECAME CLIENTS

The problem

Six years of revenue came purely from referrals. That reflects the high quality of the service and the product, but referrals have a clear ceiling on how many you can get, and no control over how to increase the number of orders. It needed infrastructure that would not only capture new enquiries, but handle and qualify them. That is where we started.

What we did

We ran market and competitor research to find how we could stand out in a highly competitive market that very often competes on the lowest price (subsidies, subsidies, subsidies). Solar is a hard niche for an ordinary buyer to understand, and they choose between 20–30 near-identical suppliers, so we had to be unmistakably different. We built an offer and message that stand out in the market, tuned to the buyer’s actual emotional state rather than to what sounds professional.

We replaced a website that looked the same as the competitors’ with a quiz-based (quiz funnel) landing page that was not only informative, but also segmented potential buyers from people who were just looking for information.

That gave us a lead-filtering system, so the sales team received the leads most ready to buy first, and those who were merely interested could be followed up afterwards.

We launched Meta Ads connected to the newly built funnel and started generating leads clearly segmented by their buying stage.

The result

By the third month, the new marketing channel was delivering the right results for us.

What a lead costs vs. what a lead is worth

Cost / lead

€16

Cost / client

€123

Ticket value

€8,000–20,000

~13% of lead contacts became clients – cold traffic that didn’t know the company and still went through the whole funnel, from ad to sale. Ad agencies often focus on cost per lead, but we look from the business side, so our goal was to get the right client, not a cheap lead.

Emsolis’s first working paid marketing channel in six years – one more proof that a premium, high-ticket product can be sold through paid ads, as long as the right funnel, with the right filtering and segmentation, stands behind them.

The ads were never the bottleneck. The qualification system was.

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