An Australian residential solar brand: from cheap leads to leads that convert

About the client

A leading Australian residential solar brand, selling and installing systems for homeowners across the country, partnered with HND Solutions to fix the problem that quietly costs most solar companies real money: leads that look cheap on paper but rarely turn into installs.

Over a three-year partnership that is still active today, HND Solutions built a paid lead-generation engine across Google and Meta that has delivered more than 8,900 quality leads, tripled monthly lead volume, and cut cost per lead by roughly 44%, all while the leads themselves converted to sales at several times the rate of their previous provider.

This is a story about lead quality, not just lead cost. Cheaper leads are easy to buy. Leads that actually become customers are the hard part, and they are where the real money is.

The challenge

When the brand came to HND Solutions, they were already working with a well-known provider in the solar space, and on the surface the numbers looked fine: leads were coming in at roughly half the cost.

The problem was underneath the cost. Those cheap leads barely converted.

• Low-quality leads that did not close. It took the brand roughly 20 to 30 of those leads to convert a single sale. The low cost per lead was an illusion once you looked at the cost per actual customer.
• Volume without return. Plenty of leads were arriving, but the sales team was burning time chasing homeowners who were never going to buy, because the leads were low-intent.
• No clear path to scale profitably. With conversion that weak, spending more just meant more wasted follow-up, not more installs. The brand did not need cheaper leads. They needed leads that turned into sales, and a partner who understood that the only number that matters is cost per customer, not cost per lead.

The approach

HND Solutions rebuilt the brand’s lead generation around one principle quality leads that convert, generated consistently, at a cost that makes sense per sale, not per click.

What we did 1. Built a state-by-state lead-gen structure. Rather than run one national campaign, HND Solutions structured and budgeted campaigns market by market across the brand’s active regions, so spend and messaging matched real demand in each area.

What we did 2. Established a clean tracking foundation. Set up proper conversion tracking across Google and Meta from the start, so every decision was based on real leads and real cost per lead, not guesswork.

What we did 3. Ran both Google and Meta with distinct roles. Used high-intent Google search to capture homeowners actively looking for solar, and Meta to generate demand efficiently at a lower cost per lead, balancing quality and volume across the two channels.

What we did 4. Kept creative and landing pages continuously fresh. Ran an ongoing rhythm of ad-copy refreshes, creative testing, and landing-page optimization, so performance kept improving rather than fatiguing over time.

What we did 5. Steered budget toward what converted. Continuously reallocated spend toward the markets, channels, and campaigns producing the highest-quality leads, and pulled back from what did not, compounding efficiency across the three years.

What we did The deliberate sequencing, Google and Meta first, Amazon deferred until consistent ROAS was proven, kept focus on getting the core channels profitable before expanding scope.

The results

The transformation shows up in both the quality of the leads and the efficiency of generating them, and the partnership’s longevity is itself the proof that the results are real and sustained.

• The brand’s previous provider delivered cheaper leads that took roughly 20 to 30 leads to produce one sale. HND Solutions’ leads converted at closer to 1 sale for every 3 to 4 leads, a dramatic improvement in the number that actually matters: cost per customer, not cost per lead. More leads, at a lower cost
• Monthly lead volume grew roughly 3x over the partnership, from about 110 leads a month to around 348.
• Cost per lead fell by roughly 44%, from about A$132 to A$74, even as total spend increased. The account got more efficient as it scaled, rather than more expensive. Consistent, compounding performance
• Across three years, the engine has generated more than 8,900 quality leads.
• Google click-through rate nearly doubled over the period as the account matured, and Meta became a highly efficient volume driver, together producing a steady, predictable flow of homeowners ready to buy.

The clearest way to see the impact is to compare the first months of the engagement against the most recent:

The pattern tells the real story. This was not about buying the cheapest leads. It was about generating leads good enough to become customers, consistently, at a cost per sale that made the whole thing scale.

“Hemang is one of the smartest Paid Ads expert I have worked with. He not only achieves the targets in a fraction of a time, but is also always curious and eager to find new ways to automate and improve existing methods. He is a great asset for any team, project or brand !.”

In solar, cheap leads are everywhere, and most of them are worthless. The brands that win are the ones that stop measuring cost per lead and start measuring cost per customer.

This brand’s account proves what that looks like in practice: leads that convert several times better than the cheaper alternative, tripling volume, falling cost per lead, and a partnership that has kept working for three years and counting.