MCNL Energy Solutions

13 of their first 15 October leads went to a price or survey.

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

Client fileOn protocol

“The brand's reputation and kind of trust is starting to come into play as well now, so that's obviously a good sign.”
6 Nov 2026Aiden McNeillon a catch-up call with Sam

Who we work with

Trade: Solar
Joined: Jul 2026
Ads: 15 ads
Shoots: 1 shoot

Fig. 1 · Where they areUK

MCNL Energy Solutions· every other dot is another installer on the protocol

01How it went5 chapters

Their story.

Where they started
MCNL Energy Solutions is a family-run solar installer based in Scotland. We work with directors Linda McCulloch and Aiden McNeill, and their sales manager. They already close well, at around 65% of appointments in recent samples. They had been running Facebook ads on and off, and wanted a steady flow of the right leads to grow. Their aim is about 15 sales a month, to run at full capacity.
What was hurting
Lead volume was patchy. Some days brought a few leads and some days brought none. Cost per lead had run from about £7 early on to between £45 and £60 more recently. A lot of the leads coming from Facebook lead forms were people who had filled in the form by accident, so the quality was hard to rely on.
“Sometimes we're getting one lead a day, sometimes we're getting then one day there's three, and then there's none.”
25 Jun 2026Linda McCullochon their discovery call with Jude
What they had tried
They had run Facebook ads with a specialist renewables marketing agency, paused them, then restarted in March 2026 with another round of campaigns. Results were inconsistent. They had also tried building their own funnel, which brought in no 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 August, 16 of the 23 leads were quoted, a 70% rate against a typical 40 to 50%, and the team saw about half a dozen with strong potential to convert. In October we generated around 80 leads, and Aiden said that 13 of the first 15 went straight to a price or survey. He also said he was seeing more people ready to go from quote or survey straight to a sale than he could remember, and that the brand's reputation and trust were starting to come into play. We have agreed to raise the daily ad budget, with a bigger push planned for January.
“There's some very good leads in there. I mean, some of them will absolutely convert for sure.”
28 Aug 2026MCNL Energy Solutionson a catch-up call with Ross