Harnessing the Power of Performance Marketing: A Success Story with SunSolar Energy

Objective

SunSolar Energy, an Australian solar energy company primarily operating in the Victoria region, aimed to enhance its market presence and drive business growth through targeted advertising campaigns on Meta and Google platforms. The primary goals were to generate high-quality leads, improve key performance indicators (KPIs) such as conversion ratio, cost per lead (CPL), and click-through rate (CTR), and ultimately boost overall revenue.

Initial Challenges

SunSolar Energy faced several initial challenges in their marketing efforts. They experienced excessive spending on non-performing placements, leading to suboptimal returns on ad spend. Additionally, high-frequency exposure to existing creatives resulted in audience fatigue, diminishing engagement. Outdated creatives contributed to low CTR, limiting lead generation and conversions, and the absence of video ads negatively impacted engagement and CTR, reducing the overall effectiveness of their campaigns.

Steps Taken on Meta

To overcome these challenges, we implemented a comprehensive performance marketing strategy on Meta and Google. On Meta, we divided our efforts into three funnel stages: Top of Funnel (TOF), Middle of Funnel (MOF), and Bottom of Funnel (BOF). We created segmented campaigns based on product prices at the TOF stage, targeted engaged but non-converting users at the MOF stage, and focused on leads that had not converted at the BOF stage using testimonial videos featuring Sharon Johal.

Steps Taken on Google

On Google, we adopted a multi-faceted approach to capture high-intent search traffic and engage potential customers across various touchpoints. We launched search campaigns targeting high-volume keywords related to solar panels in Melbourne Metro and nearby areas. Call-based campaigns were introduced to engage customers directly, achieving a 60% conversion ratio. YouTube video campaigns targeting Indian and Asian demographics were run on popular channels, and display marketing campaigns increased website traffic, which was then used for remarketing on Meta. Performance Max campaigns tapped into the entire Google inventory, featuring Sharon Johal in different ad variants, significantly boosting results.

Conclusion

The targeted performance marketing strategy successfully addressed SunSolar Energy's initial challenges and met the campaign objectives. By leveraging advanced targeting techniques, continuous optimization, and thorough performance analysis, we significantly improved lead generation, reduced CPL, enhanced CTR, and drove substantial revenue growth. This case study exemplifies the effectiveness of data-driven performance marketing in achieving business objectives and driving sustainable growth.