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Funnels & websitesTape 029▶ 04:329 Jan 2025
Where to send Meta ads if you want higher-quality solar leads
Meta traffic is mobile — design for it
Jude Cornish, CCO & co-founder✓£2,000 to start, then nothing until your first deal.
The short answer
Send Meta traffic to a mobile-first funnel, not a website built for desktop. In the funnels shown, mobile traffic ran from 79% to 90%, so desktop barely matters. The ads and the funnel must also match, or buying intent will not come through.
This one’s simple.
If you’re running Meta ads and you’ve already ruled out lead forms because the quality was awful, the next question is obvious:
Where do you actually send the traffic?
Most installers default to their website.
That’s usually a mistake.
Websites are built for general users, desktop layouts, and exploration. Meta traffic is overwhelmingly mobile and impatient.
In this video I show why we send Meta traffic to mobile-first funnels instead, what the device data actually looks like across our client accounts, and why optimising for the 5% of desktop users makes no sense when 80–90% of people are on their phones.
This is about matching the destination to the behaviour — not adding more friction or complexity than necessary.
For context, this video was originally recorded on 7 January 2025, views & strategies may have changed since.
Full transcriptRead the full transcript2 min read · 386 words · open ▾
▶ 0:00You're a solar installer running Meta ads. So Instagram, Facebook, you don't want to use lead forms because you've already tried and the lead quality was terrible. There was just too little friction and you got every Jeff, Bob and Harry completing your form. Okay. So where do you actually send your traffic? You could send them to your website, but that website is most likely optimized for the general user for desktop users. It's got loads of links everywhere. It's got nice, complex layouts to best present your business. It's not optimized for mobile devices.
▶ 0:29Now we optimize every single one of our funnels for mobile devices almost entirely. We hardly even care about how they look on desktop. I'm going to show you why. So this is one of our funnels. When you're using Meta ads as your traffic source, at least 70% of your traffic is going to be mobile devices and most of the time, even higher than that. So with this funnel, 79%. With this one here, 79%. With this one, 86%. This one, 82%.
▶ 0:5890% mobile traffic with another three and a half percent being tablet. So when you actually look at it, you've only got 5% of people that are coming onto this page on a non screen tappable device, right? So why on earth would you send them to a page that's been optimized for desktop users? If you're running Meta ads and want higher quality leads with a mobile first funnel, then you should let us know and get in touch. We'll build out one of these for you. It's incredibly slick.
▶ 1:27We're getting incredibly high conversion rates on this. I mean, our most recent one is hovering about 12%. So if you pay £1 per click, which is pretty typical on Meta advertising for solar, then you can expect to get a lead for under £10. Joe's just told me off advertising £10 leads. So I've had to do a little disclaimer that it is very dependent on the quality of the advertisements that actually send the traffic to the funnel because otherwise the funnel won't match up to the advertisements and there'll be no buy intent from the actual advertisements.
▶ 1:56And I think I'm doing a good job. So I'm going to leave it there.
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Five quick questions, then pick a time with Ben. Thirty minutes on where you're losing sales, and what we'd run instead.
✓£2,000 to start, then nothing until your first deal.