Case Study: Solar Leads $2/pop
Today’s post is a contribution from David Bui, one of our Funnel Consultant Society members. He’s been involved in the SEO over the past 8 years. Since joining our program in October 2018, he is inspired to run live workshops to help technically challenged business owners leverage the power of Facebook Ads.
Linkedin Profile: https://www.linkedin.com/in/david-bui/
Take it away David.
I’m going to share you the thought process I used to get good results with Facebook advertising for my clients and hope you gain some valuable insights and ideas to help you do the same for your clients even if they have:
- No online reviews.
- No customer list.
- No seasoned Facebook pixel.
- No special offers.
- No unique selling point (USP).
In this case study, I’ve generated 19 solar enquiries for the client in 12 days for less than a cup of coffee each ($3.21 AUD or $2.30 USD).
Solar company with a niche in supplying solar pumping systems for large scale irrigation with operations across multiple states in Australia. Each customer life value (LTV) is at least $10,000+.
Prior to working with me, they were using Google Ads to generate new solar enquiries. However, they were spending too much in clicks but not getting as much conversions out of it.
Upon onboarding, I encountered a few challenges - they do not have any existing online reviews; customer list or seasoned Facebook pixel, USP and are not keen on running any special discount, incentives or giveaways.
Find out if Facebook Ads can be a financially viable source of solar enquiries.
THE 5-STEP WINNING FORMULA:
- Understanding the target market.
- Hyper-specific interest targeting.
- Daily budget velocity.
- Lead form (VS landing page).
- Market message match.
UNDERSTANDING THE TARGET MARKET
Knowing your target market (and customer avatar) is the absolute key with any Facebook Ad campaign so the first thing I did was conduct an interview with the client to learn more about their target market and ideal customer avatar by asking the following questions:
- What problems/pain points do they solve?
- What is their unique selling point (USP)?
- What is their best service offering?
- Who are their competitors?
- What are the typical demographics of their ideal customer – age, gender, relationship status, children, location, education level, income, job title etc.
- What are the typical psychographics of their ideal customers - where do they socialise, interests, hobbies, sports, books, tv shows, religion, spending habits etc.
Next, I conducted competitive research to learn what their competitors are doing/not doing. Depending on market sophistication, you will need to hone in your targeting and/or differentiate your ad/offer from your competitors to rise above the noise.
As I said earlier, the client is not willing to offer any discounts, incentives or give-aways, has no online reviews, pixel is rather clean with just a few boosted posts here and there and furthermore, I was not able to identify a clear USP.
Their ideal customer avatar are farmers with existing windmills in their property to provide water supply for livestock and irrigation and their biggest frustration is that they are a pain in the *** (PITA) to maintain and repair.
In addition with old run-down windmills, they are dangerous as service workers are not willing to work on them so they will often attempt to do it themselves.
From the information and constraints provided, I decided that the best approach is to start off by targeting their major competitor brand, use lead form and how I craft their messaging will be the differentiating factor.
HYPER-SPECIFIC INTEREST TARGETING
I used a special strategy Dino taught us to help us uncover new interest targeting opportunities and compiled a list of 10 suitable interests with audience size between <1,000 to 64,000.
I decided to launch with just two smaller audiences with one targeting a major competitor brand. The other interests will be used for scaling purposes once we exhaust the initial interests.
My reasoning to proceed with hyper-specific interests because it allows us to tailor our message to that segment of the market. Although, we may expect to pay a higher CPM, there is a higher chance of converting and a higher relevancy score will ultimately drive Cost per Link Click (CPC) down.
The strategy here is to use the hyper-specific interest audiences to prime the ‘new’ Facebook pixel with as much conversion data as possible so I can build out Lookalike audiences (LLA) later on.
DAILY BUDGET VELOCITY
As I was more interested in priming the Facebook pixel to get as much conversion data for the lowest cost, the ad set daily budget were set to $2.5 AUD (low velocity) and bidding strategy is auto - lowest cost.
By letting the Facebook algorithm more time to find the right people for your campaign objective, you get the best Cost per Lead (CPL) particularly with hyper-specific interest where the audience size is small. A higher daily budget (high velocity) will burn out your audience rather quickly, increase frequency, and drive up CPL.
LEAD FORM VS LANDING PAGE
Typically, I will test both lead form and traditional landing pages to identify which perform better. As the client is not willing to partake in any special offerings and he does not have any online reviews I can use to demonstrate trust and credibility, I went ahead with just lead form.
MARKET MESSAGE MATCH
When crafting your ad copy, people don’t value what you offer unless it is made relevant to them which is why I advocate the hyper-specific interest targeting approach in this scenario.
Below is one of the ads (Client identifier removed):
Things to note:
- I use emoji’s sparingly.
- Capture their attention by calling out target audience.
- Establish relevancy by asking a question; addressing their pain point(s).
- Since I’m targeting a major competitor brand, I reiterate why they should choose the client.
- Proper use of paragraphs and formatting to make it easy to read.
- 19 leads in 12 days with $60 AUD Ad Spend.
- Cost per Lead (CPL): $3.16 AUD
- Relevance Score: 9’s and 10’s.
- The stellar success of the campaign has led to the client adding a new salesperson to their team and considering a CRM system build out to help them keep track of their pipeline as they are getting more work than they can handle right now.
- In my Client’s own words “the campaign has worked too well!”
The Funnel Consultant Society has been an invaluable source of knowledge, support and inspiration and is the absolute key determinant in helping me deliver good results for my clients with Facebook Ads.
What are you waiting for? Come join us…
See you on the inside!