Lead for 330 UAH for the solar panel brand | Google ads
Proso Energy — a leader in Transcarpathia in terms of the total capacity of installed solar power plants. Proso's products help businesses radically reduce electricity costs and make any home energy-independent.
What the client came with (point A)
The client came in 2023, initially requesting the launch of campaigns for solar panels. In the first month of cooperation, we had a high cost per lead (652 UAH for one) and only two directions were launched - green tariff and solar power plants for homes.
What is the result now (point B)
Currently, several types of campaigns are structurally working across all directions, with an average cost per lead of 337 UAH.
How we did it? Launch strategy
In the strategy, we used the following approach - we detailed and worked through each business direction in a separate campaign, using appropriate creatives and communication.
At the moment, we have 7 separate campaigns for different directions:
1. Green tariff - search and pmax campaigns with creatives (we tell about the benefits and opportunities of the green tariff, what the consumer will gain from it)
2. Solar power plants - search (for those specifically googling the installation of solar systems)
3. Active consumer - search (targets the pain points of customers who consume a lot of energy and pay a lot for it)
4. Portable stations - pmax with creatives (for those looking for alternative power in small volumes)
5. Hybrid solar power plants - pmax with creatives (for those looking for simple solutions for their home/business)
6. UZE - pmax with creatives (for those who want to earn by selling excess energy)
This approach allowed us to comprehensively cover different audiences, increase recognition, and at the same time obtain quality leads at a competitive price.
Challenges we faced
Problem 1: When changing the website URL, ads were blocked.
The client created a new website, and we replaced the links in the campaigns. However, Google began blocking some ads due to "mismatch of the landing page."
How we solved it: - we submitted appeals and communicated with support to contest this decision; - some campaigns had to be restarted and optimized again.
Result - we completely lifted the block, and the results of the campaigns improved due to the better quality of the new landing page.
Problem 2: Incorrect conversion tracking.
After changing the website to the new one, conversions and events began to be transmitted incorrectly.
How we solved it: - we reconfigured all events in GTM; - we set up a new connection of conversions with the CRM system.
Result: we fixed all events and conversions, and now we have clear analytics and figures.
Problem 3: At certain times, we received many applications from bots (on the quiz form).
How we solved it: - we analyzed the quiz funnel, identified the weak point; - we provided the client with recommendations for improving the form and implementing a captcha.
Result: the number of irrelevant applications and applications from bots decreased from 70% to 30%.
What the client came with (point A)
The client came in 2023, initially requesting the launch of campaigns for solar panels. In the first month of cooperation, we had a high cost per lead (652 UAH for one) and only two directions were launched - green tariff and solar power plants for homes.
What is the result now (point B)
Currently, several types of campaigns are structurally working across all directions, with an average cost per lead of 337 UAH.
How we did it? Launch strategy
In the strategy, we used the following approach - we detailed and worked through each business direction in a separate campaign, using appropriate creatives and communication.
At the moment, we have 7 separate campaigns for different directions:
1. Green tariff - search and pmax campaigns with creatives (we tell about the benefits and opportunities of the green tariff, what the consumer will gain from it)
2. Solar power plants - search (for those specifically googling the installation of solar systems)
3. Active consumer - search (targets the pain points of customers who consume a lot of energy and pay a lot for it)
4. Portable stations - pmax with creatives (for those looking for alternative power in small volumes)
5. Hybrid solar power plants - pmax with creatives (for those looking for simple solutions for their home/business)
6. UZE - pmax with creatives (for those who want to earn by selling excess energy)
This approach allowed us to comprehensively cover different audiences, increase recognition, and at the same time obtain quality leads at a competitive price.
Challenges we faced
Problem 1: When changing the website URL, ads were blocked.
The client created a new website, and we replaced the links in the campaigns. However, Google began blocking some ads due to "mismatch of the landing page."
How we solved it: - we submitted appeals and communicated with support to contest this decision; - some campaigns had to be restarted and optimized again.
Result - we completely lifted the block, and the results of the campaigns improved due to the better quality of the new landing page.
Problem 2: Incorrect conversion tracking.
After changing the website to the new one, conversions and events began to be transmitted incorrectly.
How we solved it: - we reconfigured all events in GTM; - we set up a new connection of conversions with the CRM system.
Result: we fixed all events and conversions, and now we have clear analytics and figures.
Problem 3: At certain times, we received many applications from bots (on the quiz form).
How we solved it: - we analyzed the quiz funnel, identified the weak point; - we provided the client with recommendations for improving the form and implementing a captcha.
Result: the number of irrelevant applications and applications from bots decreased from 70% to 30%.
Poltava 
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