AES Contractors

Heat-pump leads at £36 each in the very first month.

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£2,000 to start, then nothing until your first deal.

Client fileOn protocol

“Obviously we was expecting things to be quite a slow, slow process. And it's really gone boom in the first month, which is good.”
12 May 2026Henri McGeoughon a client call with the team

Who we work with

Henri McGeoughDirector

Trade: Solar
Joined: Feb 2026
Ads: 28 ads
Shoots: 1 shoot

Fig. 1 · Where they areUK

AES Contractors· every other dot is another installer on the protocol

01How it went5 chapters

Their story.

Where they started
AES Contractors is a solar and heat-pump installer that has been trading for 15 to 20 years around Cambridge. Director Henri McGeough's team fit about 15 systems a month: five or six heat pumps, five to seven solar jobs, and batteries and other home improvements. An average order is around £15,000, and about a third of their business is repeat customers. Henri saw room to grow, especially in heat pumps, where he had few local competitors.
What was hurting
Most of their work came from being proactive, with a telephone team of around five people, door knocking and leaflets. Passive enquiries were never something they could rely on. Past campaigns had worked for a month or two and then faded, and Henri felt their marketing was never what it used to be.
What they had tried
They had tried Facebook ads years ago and won some deals from them, but they were competing with two or three other firms. They had also tried several other campaigns and products, and relied on outbound calls, door canvassing and leaflets for the majority of their leads.
What we did
We put them on our 5-in-1 prescription. We filmed with their team and turned the footage into Facebook ads, sent the clicks to a funnel that filters out the tyre kickers, turned their happy customers into video reviews, and fed every sale back to Facebook so it finds more people like the ones they close.
They only paid £2,000 to get started. Book your autopsy →
What happened
In the first month, April, they got 58 leads at £36 each, under our £45 target. Henri said he expected a slow start and it had gone 'boom' instead. Three sales came in, and enquiries from the ads gave his sales team a steady run of appointments and more upsells into solar. Customers told him they wanted a local company after dealing with big national firms. By early June the business was selling around five heat pumps a week. It has worked so well that they've actually had to dial back their ad spend, because they couldn't cope with the volume.
“They're obviously getting frustrated because when they're ringing a big national company, they're not getting that, that personal answer service and knowledge, when I speak to myself and my colleague. And it's like straight away, it's like, yeah, we want to use a local company.”
12 May 2026Henri McGeoughon a client call with the team
“Obviously we're getting some some business from you guys. So yeah, It's definitely been a win-win.”
12 May 2026Henri McGeoughon a client call with the team