Solar panels: 337 UAH per application due to segmentation of directions
The client — a company specializing in the installation of solar power plants — came in 2023 with two active directions: green tariff and solar power systems for homes. The cost per lead at the start was 652 UAH, the campaign structure was minimal, and different audience segments received the same communication regardless of their actual needs.
Strategy: one direction — one campaign:
The key decision was to abandon universal campaigns and work out each direction in detail separately with its own creatives, messages, and communication logic. Currently, there are 6 independent campaigns running:
1. Green tariff — search and Performance Max with creatives explaining the benefits and opportunities of the program for consumers.
2. Solar power systems for homes — search campaign targeting an audience that is already specifically looking for solar system installations.
3. Active consumers — search campaign with messages addressing the pain points of people with high electricity bills.
4. Portable stations — Performance Max with creatives for those looking for compact alternative power solutions.
5. Hybrid solar power systems — Performance Max for those wanting a simple comprehensive solution for home or business.
6. Energy production installations — Performance Max for an audience interested in earning from selling excess energy.
This approach allowed for showing relevant communication to each segment, improving lead quality, and reducing acquisition costs without increasing the overall budget.
Technical issues and their solutions:
The first problem arose after moving to a new website — Google blocked part of the ads due to "landing page mismatch." Appeals were submitted, active communication with support was maintained, and some campaigns had to be restarted and re-optimized. The result was positive: the new website had better landing page quality, which improved overall campaign metrics after unblocking.
The second problem — after changing the website, conversions and events stopped being transmitted correctly. All events in GTM were completely reconfigured, and a new connection between Google Ads and the client's CRM system was established. Now the analytics provides a clear and reliable picture for each direction.
The third problem — at a certain stage, the quiz form began generating up to 70% irrelevant applications and bots. The quiz funnel was analyzed, the weak entry point was identified, and recommendations were provided to the client for improving the form logic and implementing a captcha. The share of irrelevant applications decreased from 70% to 30%.
Result:
CPL: from 652 UAH to 337 UAH (-48%)
Number of active campaigns: from 2 to 6
Coverage of directions: complete — from portable stations to energy production installations
Conversion tracking: fully reconfigured and synchronized with CRM
Lead quality from the quiz: improved, share of bots reduced from 70% to 30%
Strategy: one direction — one campaign:
The key decision was to abandon universal campaigns and work out each direction in detail separately with its own creatives, messages, and communication logic. Currently, there are 6 independent campaigns running:
1. Green tariff — search and Performance Max with creatives explaining the benefits and opportunities of the program for consumers.
2. Solar power systems for homes — search campaign targeting an audience that is already specifically looking for solar system installations.
3. Active consumers — search campaign with messages addressing the pain points of people with high electricity bills.
4. Portable stations — Performance Max with creatives for those looking for compact alternative power solutions.
5. Hybrid solar power systems — Performance Max for those wanting a simple comprehensive solution for home or business.
6. Energy production installations — Performance Max for an audience interested in earning from selling excess energy.
This approach allowed for showing relevant communication to each segment, improving lead quality, and reducing acquisition costs without increasing the overall budget.
Technical issues and their solutions:
The first problem arose after moving to a new website — Google blocked part of the ads due to "landing page mismatch." Appeals were submitted, active communication with support was maintained, and some campaigns had to be restarted and re-optimized. The result was positive: the new website had better landing page quality, which improved overall campaign metrics after unblocking.
The second problem — after changing the website, conversions and events stopped being transmitted correctly. All events in GTM were completely reconfigured, and a new connection between Google Ads and the client's CRM system was established. Now the analytics provides a clear and reliable picture for each direction.
The third problem — at a certain stage, the quiz form began generating up to 70% irrelevant applications and bots. The quiz funnel was analyzed, the weak entry point was identified, and recommendations were provided to the client for improving the form logic and implementing a captcha. The share of irrelevant applications decreased from 70% to 30%.
Result:
CPL: from 652 UAH to 337 UAH (-48%)
Number of active campaigns: from 2 to 6
Coverage of directions: complete — from portable stations to energy production installations
Conversion tracking: fully reconfigured and synchronized with CRM
Lead quality from the quiz: improved, share of bots reduced from 70% to 30%
Kyiv 
Available for hire