Case Study
How a solar installation company built a scalable lead generation system across paid search and SEO.
This case study shows how a fast-growing service business can increase lead volume quickly while still building a more efficient long-term search system.
1 · Context
Solar installation company in Alberta aiming to multiply weekly lead volume without overwhelming the business.
- Industry: Solar and home services
- Business type: Multi-office installation company
- Situation: Lead targets needed to move from 20 per week to 100 per week
2 · The Constraint
Lead volume had to scale fast, but the operating model and internal resources were still relatively tight.
3 · What Was Breaking The System
- The team was growing quickly but still had limited available bandwidth
- Campaign refinement had to happen at high pace to protect proposal quality
- Lead generation could not rely on paid search alone over time
- The system needed to support both immediate volume and future efficiency
4 · Levers Used
- Paid search: launched highly targeted ads around installation intent
- Keyword strategy: focused on people actively searching for solar panel installation
- SEO: built a longer-term organic layer to reduce media dependence
- Operational refinement: adapted campaigns to the team's capacity and pace of learning
5 · Result
- +400% organic leads within six months
- 4,606 leads generated since December 2023
- 109 leads per week on average
6 · System Impact
Lead generation became both larger and more sustainable.
- The business exceeded its original weekly lead target
- Organic demand reduced future pressure on paid media spend
- The system scaled with business reality instead of outrunning it
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