Performance Case Study / 2026
Engineering
an Acquisition
Machine.
Green Solar Energy Solutions had a narrow window. A government rebate reduction on 1 May created a closing market. AIIMS built the entire acquisition infrastructure from the ground up: landing page, creative, paid media, and call tracking. 2.5 months. One shot. Full execution.
Inbound Calls
Meta Leads
Google Conversions
Call Answer Rate
Scroll
The Window Was Closing.
The Australian solar battery market moves fast when policy moves faster. The federal government’s rebate scheme had a confirmed reduction date: 1 May 2026. For Green Solar Energy Solutions, a Sydney-based solar and battery installer serving NSW homeowners, this represented the most commercially significant acquisition window in the company’s recent history.
Green Solar Energy Solutions operates in the residential solar and battery storage segment, targeting homeowners looking to reduce energy costs, increase energy independence, and take advantage of government incentive schemes. The business had a quality product, credible installation capability, and a genuine market tailwind. What it lacked was an acquisition system capable of converting that tailwind into pipeline at scale.
With the rebate deadline creating urgency across the homeowner market, demand was high and attention was primed. But opportunity without infrastructure is just noise. The strategic mandate was clear: build a complete, high-converting acquisition system, activate it immediately, and extract maximum lead volume before the window closed. Not over a quarter. In 2.5 months.
More Than a
Marketing Problem.
The surface challenge was lead volume. But the real problem ran deeper. Every inefficiency in the acquisition system had a direct cost: wasted budget, diluted urgency, lower sales velocity. In a market with a hard deadline, every friction point was a commercial liability.
01
The brand was competing in a crowded solar market without a distinct market position. No clear narrative thread connecting the homeowner’s fear of missing out with a specific reason to act now with Green Solar.
02
There was no dedicated landing page engineered for conversion. The existing web presence was built to explain the business, not to convert intent-driven traffic from paid media into booked consultations.
03
Without a purpose-built funnel, paid traffic had nowhere structured to land. Clicks were being generated but the path from click to call to consultation was undefined and friction-heavy.
04
Solar battery installations represent significant financial decisions. Homeowners carry objections: cost, installer credibility, rebate complexity, battery longevity. None of these were being addressed proactively in the messaging.
05
Without call tracking, there was no way to attribute inbound phone leads to specific campaigns, channels, or creatives. Optimisation was impossible. Budget decisions were being made blind.
06
The government rebate deadline was the single most powerful conversion lever available. It was not being used. The messaging did not communicate urgency, scarcity, or the cost of inaction in any structured or strategic way.
The Issue Wasn’t
Demand. It Was Capture.
Australia’s residential solar and battery market had genuine demand. Google search trends, Meta audience sizes, and the volume of government rebate searches all confirmed homeowner intent was active. The problem was a system architecture unable to capture it.
“The issue wasn’t traffic volume. It was message-to-intent alignment. Homeowners were ready to act. The funnel wasn’t ready to receive them.”
Homeowners researching solar batteries in early 2026 were displaying high purchase intent signals. They were comparing quotes, researching rebate eligibility, and calculating payback periods. This is a customer who is already deep in the decision journey. The messaging needed to meet them at that stage, not educate them from scratch.
The diagnosis identified four conversion breakdown points: (1) misaligned ad creative failing to trigger urgency, (2) landing page copy weighted toward features rather than financial outcomes, (3) no structured objection handling within the page architecture, and (4) call-to-action sequencing that did not escalate commitment progressively.
The product itself was strong. The offer framing was not. Homeowners were not seeing a clear, time-sensitive value proposition. The rebate deadline needed to become the centrepiece of every touchpoint: ad headline, landing page hero, CTA language, and follow-up messaging. Time pressure, when framed ethically and accurately, is one of the most powerful conversion catalysts available.
The solar battery category in NSW was dominated by national installers running generic price-led advertising. The whitespace available to Green Solar was specificity: a local, responsive team with genuine expertise, able to act before the deadline. Local credibility plus urgency plus a clear outcome was the strategic foundation we built the entire acquisition system on.
Five Pillars.
One System.
The strategy was not a collection of tactics. It was a unified acquisition architecture where every component was designed to compound the others. Each pillar had a single job. Together they built a machine.
A purpose-built, conversion-engineered landing page designed specifically for the rebate window campaign. Not a brochure. A conversion instrument with a singular goal: turn paid traffic into a qualified phone call or form submission within 90 seconds of landing.
Every line of copy was engineered to address a specific psychological stage in the homeowner’s decision journey. Headline engineering, benefit stacking, urgency framing, social proof placement, and objection neutralisation were all mapped against the customer’s decision architecture.
Dual-channel paid media strategy across Google and Meta, each channel serving a distinct role. Google Search captured in-market, high-intent searchers actively looking for solar battery installers. Meta generated awareness, remarketing, and instant lead forms for homeowners who were considering but not yet actively searching.
Creative was not an afterthought. Ad creative was built around two axes: urgency (rebate deadline as the hero message) and credibility (local team, real installations, real outcomes). Every creative asset was designed to earn attention in less than two seconds and deliver a conversion-oriented message in the next five.
WildJar call tracking was deployed across all channels to give complete attribution visibility. Every inbound call was linked to the channel, campaign, and creative that generated it. This made budget allocation decisions data-driven rather than gut-driven, and enabled ongoing optimisation throughout the campaign period.
The 1 May rebate deadline was present in every touchpoint. Ad headlines. Landing page countdown context. CTA language. Email follow-ups. This was not manufactured scarcity. It was a real commercial event, communicated with precision. The entire system was calibrated to convert the market’s existing urgency into Green Solar’s pipeline.
Original video content was produced with on-screen talent to bring the Green Solar brand to life. Real faces, real stories, real installations. These weren’t stock-footage ads. They were conversion-engineered creative assets distributed across Meta and YouTube, designed to build trust at scale and drive qualified homeowners deeper into the funnel.
Every Section Was
Intentional.
The landing page was not designed. It was engineered. Every layout decision, every headline, every CTA placement had a specific conversion rationale. The philosophy was simple: reduce uncertainty at every step while increasing the perceived inevitability of taking action.
“A homeowner landing on this page after clicking a Google ad has already expressed intent. Our job was not to sell solar batteries. It was to eliminate every reason not to call.”
The page was structured to mirror the homeowner’s internal monologue: What is this? Why does it matter to me? Why now? Why this company? What do I do next? Each section answered one question precisely and moved the visitor to the next.
The hero headline led with the homeowner’s outcome, not the product’s feature. Financial savings, energy independence, and rebate eligibility were surfaced within the first 100 words. The subheadline delivered the deadline urgency without hyperbole.
Installer accreditations, past installation imagery, customer testimonials, and government scheme logos were positioned precisely at the decision friction points within the page. Trust was not concentrated at the bottom. It was distributed at every hesitation point.
CTAs appeared three times on the page, each with escalating commitment language. The first offered a free quote. The second introduced the deadline context. The third created direct urgency with a call-to-action that framed inaction as a financial cost. Mobile click-to-call was the primary conversion mechanism throughout.
The top five homeowner objections were identified: cost, process complexity, installation disruption, rebate eligibility uncertainty, and battery lifespan concern. Each was addressed in dedicated, scannable content blocks positioned before the visitor would naturally raise the objection in their own mind.
Over 85% of paid traffic arrived on mobile devices. The page was built mobile-first: thumb-reachable CTAs, tap-to-call buttons above the fold, compressed load time, and a visual hierarchy that communicated the core value proposition in a single scroll on a 375px screen.
Precision Over
Volume.
Two channels. Two distinct roles. One unified acquisition goal. The campaign architecture was designed to capture existing intent on Google while manufacturing urgency-driven intent on Meta. Both fed the same landing page. Both fed the same call tracking system. Data flowed in both directions.
Search Intent Capture
Performance Max alongside targeted search campaigns. High-intent keywords: solar battery installation, battery rebate, solar installer near me. The search campaign carried a higher CPC but delivered qualified homeowners already deep in the decision funnel.
Intent Manufacture and Instant Leads
Dual-campaign structure: a lead generation campaign driving instant form completions, and a traffic campaign driving qualified homeowners to the landing page. Meta operated as the awareness and consideration engine, feeding the remarketing funnel for those who engaged but did not convert immediately.
Attribution and Intelligence
Every inbound call was tagged to its originating channel, campaign, and source. This gave the team real-time visibility into which campaigns were producing qualified conversations versus low-quality inquiries. Budget allocation was adjusted in near real-time based on call quality data.
Talent-Led Creative. Deployed Across Meta and YouTube.
Original video content was produced with on-screen talent, capturing real homeowner scenarios and installation stories. These assets were not generic brand videos. They were built to perform: short-form cuts for Meta feed and Stories, longer narrative edits for YouTube pre-roll. The talent gave the brand a human face in a category dominated by faceless, price-driven advertising. Every video was scripted, directed, and edited to a conversion brief, with urgency messaging baked into the narrative rather than bolted on as a caption.
Google’s Performance Max campaign was deployed to extend reach across Search, Display, YouTube, and Maps simultaneously, while the dedicated search campaign maintained keyword-level control for the highest-intent queries. The dual-campaign structure allowed budget to flow toward whichever configuration was delivering the lowest cost per qualified call in any given period.
Meta’s instant lead form campaign delivered $89.91 CPL with a 3.9% CTR against a 110,656 impression count. The traffic campaign, running to the landing page, generated 12,867 landing page views at $0.77 per landing page view. Together, both Meta campaigns reached 249,733 unique homeowners across the 2.5-month period.
2.5 Months.
Zero Waste.
The engagement ran from mid-February to 1 May 2026. Every phase had a defined output and a defined transition trigger. Nothing moved forward until the preceding phase was production-ready.
Market audit, competitive landscape analysis, customer psychology mapping, and offer framing. The rebate deadline was identified as the central acquisition lever. Keyword research and audience segmentation completed. Campaign and landing page strategy locked before any creative production began.
Conversion-focused landing page designed and developed. All copy written to the conversion architecture: urgency-led hero section, benefit stacking, trust signals, objection handling blocks, and multi-stage CTA sequencing. WildJar call tracking integrated and tested across all traffic sources. Page QA completed on mobile and desktop.
On-screen talent was cast and briefed. Scripts were written to a conversion framework, not a brand awareness brief. Shoot days were completed efficiently, producing a library of short-form and long-form video assets. Each cut was edited for a specific placement: Meta feed, Meta Stories, and YouTube pre-roll. The urgency narrative was embedded in the talent’s delivery, not added in post.
Google Ads campaigns launched: Performance Max and targeted search. Meta campaigns launched: lead generation and traffic. Initial creative set deployed. Conversion tracking verified across all channels. The first 7 days were treated as a calibration period, with active monitoring on impression share, click quality, and call attribution accuracy.
Data from call tracking fed back into campaign optimisation. Underperforming ad sets paused. Budget reallocated to highest-converting campaigns. Creative refreshed based on click-through and engagement data. Landing page CTA and headline variants tested. As the rebate deadline approached, urgency language was amplified across all touchpoints.
The final 3 weeks before 1 May were the highest-volume period. Urgency messaging was at maximum intensity. Budget was weighted toward the highest-performing campaigns. Call volumes peaked. The system delivered its highest daily lead counts in the final week of April, exactly when the market’s buying intent was at its sharpest.
The Numbers
Are Unambiguous.
Qualified Leads
Avg. Duration
First-Time Callers
Call tracking revealed that 83% of qualified calls originated from Google paid search, with the balance attributable to Meta and direct traffic. The average conversation ran nearly seven minutes, indicating genuine sales engagement rather than short, low-quality inquiries. First-time caller volume confirmed that the campaigns were reaching new audiences rather than recycling existing contacts.
Impressions
Clicks
Avg. CPC
The dual-campaign Google structure (Performance Max plus targeted search) delivered 642 conversion events across the campaign period. Performance Max generated high impression volume at $0.78 CPC across the Google network, while the dedicated search campaign targeted the highest-intent queries at $8.02 CPC, prioritising quality over cost efficiency. The 0.92% blended CTR on 2.4 million impressions reflects well-calibrated audience targeting and relevance signals.
CTR (Leads Camp.)
Cost Per Lead
Unique Reach
The Meta lead generation campaign drove 127 instant form lead submissions at an average CPL of $89.91, well within the target range for the solar battery category. A 3.9% CTR on the lead campaign significantly outperforms the platform average for home improvement and energy categories. The traffic campaign complemented by reaching 218,033 unique homeowners with 684,165 impressions at $14.56 CPM, generating 12,867 landing page views at $0.77 each.
| Metric | Google Ads | Meta Ads | Call Tracking |
|---|---|---|---|
| Total Spend | $42,300 | $21,382 | — |
| Impressions | 2,443,604 | 794,821 | — |
| Clicks / Calls | 22,361 | 19,690 | 333 |
| Conversions / Leads | 642 | 127 | 184 qualified |
| Avg. CTR / Answer Rate | 0.92% | 2.25% – 3.9% | 99.7% |
| Avg. CPC / CPL | $1.89 | $89.91 (leads) | — |
| Unique Reach | — | 249,733 | 276 first-time callers |
What the Data
Actually Said.
Every campaign teaches something. This one revealed several insights that extend well beyond the solar category. These are the strategic observations worth carrying forward.
-
Deadline as ArchitectureThe 1 May rebate deadline was not just a marketing message. It was the structural logic of the entire funnel. Every touchpoint, headline, and CTA was sequenced relative to a specific date. This gave the entire system a coherent urgency narrative that most competitors in the solar category were failing to use with any precision.
-
Call Quality Outpaced ExpectationsThe average inbound call ran for 6 minutes 50 seconds. In a category where typical solar inquiry calls average 3-4 minutes, this signal indicated that the landing page and ad creative were pre-qualifying visitors before they picked up the phone. Homeowners were arriving informed, specific, and ready to discuss. The funnel was doing the sales team’s first five minutes for them.
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Dual-Channel CompoundingThe Google-Meta combination created a compounding effect that neither channel would have produced alone. Google captured homeowners already searching. Meta reached homeowners who were not searching yet, manufactured the intent, and then fed them back into Google’s remarketing ecosystem. The combined reach of 2.4M Google impressions and 794K Meta impressions meant the same homeowner was likely encountered across both channels, multiplying brand recall and urgency perception simultaneously.
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Attribution Visibility Changed DecisionsBefore WildJar, every phone call was an unknown. After deployment, every call carried attribution data: channel, campaign, source, duration, and lead qualification. This transformed budget allocation from opinion to evidence. Campaigns that generated volume but poor call quality were identified and deprioritised. Campaigns generating fewer but higher-quality calls received increased budget. This optimisation loop is invisible without call tracking infrastructure.
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The Competitor OversightAn audit of competitor solar advertising in the NSW market revealed that the majority were running generic, feature-led ad creative with no time-sensitive offer and no credible trust signals. The market was competing on who could say “solar batteries” loudest, not who could say it most relevantly. Green Solar’s precision-targeted urgency messaging was operating in a largely uncontested strategic position.
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Talent-Led Video Changed the EquationIn a category where most competitors relied on static images and text overlays, talent-led video gave Green Solar an immediate credibility advantage. Faces build trust faster than logos. When a real person speaks directly to a homeowner’s energy bill anxiety and frames the rebate deadline as a financial decision rather than a marketing offer, the conversion dynamic shifts. The Meta traffic campaign’s 82,343 video views confirmed that the content earned attention, not just impressions.
What began as a
deadline
became a system.
The 1 May rebate window closed. The acquisition infrastructure AIIMS built did not. Green Solar Energy Solutions entered this engagement needing lead volume. They emerged with a precision-engineered, data-attributed, multi-channel acquisition machine that is ready to scale beyond the rebate cycle.
333 inbound calls. 127 form leads. 642 Google conversions. 99.7% answered. The results are a function of the system, not the season. That distinction is what separates a campaign from infrastructure.
AIIMS™ – Australian Office Details
Secondary phone: 1300641849
Email: info@aiims.group