US Residential Solar — 20+ Companies Scaled

Build a repeatable, profitable Meta lead generation playbook for residential solar companies across the US.

Solar lead generation for 20+ US residential solar companies at once, each with different markets, sales capabilities and close rates.

One playbook that delivers consistently profitable leads regardless of company size or market.

Cold audiences needed to understand solar before they would act; warm audiences needed a reason to act now. One message could not do both.

1. 1Homeowner targeting by property type, utility bill behaviour and homeownership signal.
2. 2Dual creative strategy: education-led for cold audiences, urgency-led for warm retargeting.
3. 3Lead forms with pre-qualification (homeowner, utility bill size, roof condition).
4. 4Weekly CPA review per company and market area; playbook refined with cross-company learnings.

$340K in monthly recurring revenue added across the portfolio within 5 months. $10 CPL and $235 cost per closed sale. The playbook now scales across new markets and company onboarding.

A playbook, not a campaign: the same principles adapted to each company's market made results repeatable.