Why low production solar ads are outperforming everything else

▶ 0:00Okay, so it's no secret that we pioneered video ads on Instagram and Facebook for the solar industry and a lot of other agencies have followed too, fair play to them. They saw the results we were getting, they saw the quality of the leads that we were able to generate for our clients and they said we need a bit of that and they followed too and they're trying to play catch up, right? However, I want to be first on everything. I want to be known for being first on everything. I don't want to be a one-trick pony that just brought video ads to the market and then decided, you know, we did our bit, we'll wait for someone else to do something else and then we'll copy that.

▶ 0:30Nah, nah, nah, nah, nah. Not charts. So we are always testing new things. We've got Charlotte involved who literally has three, four years experience as a performance creative specialist for companies that are worth billions. MyProtein, look fantastic. Audi. You know, these are companies where they spend millions a month on their advertising and I'm pretty sure she can handle our Tesla Powerwall 3 ad, right? Now, I want to talk about basically what I think is a new meta that's coming to Facebook and Instagram.

▶ 1:00And I want to talk about now because for those of you that don't know, you can publicly view any company's Facebook and Instagram ads on meta ads library. And it's no secret. We've been noticing it more and more and more recently that people, other agencies are basically going on our clients ads library accounts, literally trying to rip off every single ad without really understanding. This is some agencies, by the way, not all by any means.

▶ 1:28And ripping it off without really actually understanding why it works, how it works in the way it did, and then trying to force their clients to say a script, a scripted passage, rather than actually flying out naturally. So they're never going to get the same results from it. But nonetheless, it's a little bit annoying. So I've decided, you know what, I'm just going to tell everyone exactly what we're doing before we even do it, so that we can at least lay claim to it. And if that client is working with one of these other agencies that are kind of just ripping off all of our concepts and stuff, then at least they know it came from us first.

▶ 1:56And they could have had another month, two months, three months, six months of that having success and six months of it being unsaturated and completely new to the market if they'd have just worked with us first, rather than waiting for it to get kind of digested and go through their agency to start rolling out. So without further ado, I think that, and we're seeing this in terms of results from our campaigns, that actually there's now two types of video ads.

▶ 2:25You have either ultra high production, which I think we've absolutely nailed. We've got some of the best videographers in the country doing our actual video shoots. We've got the best editors, etc. Ultra high production, that shows that your business is established, that you can afford that kind of service, that you can present your work in that way. It makes the work look incredible.

▶ 2:42The actual sites and hardware and installs look unbelievable on camera. So that's ultra high quality or high production. And now I'm starting to lead with ultra low quality, ultra low production. And if you float somewhere in the middle, you know, if you're going out to site with an iPhone, you're trying to replicate like a videography kind of feel on the shoot, then you're floating around in this middle area.

▶ 3:09It's not particularly impressive from a production standpoint, and it's not particularly authentic or, you know, etc. Because it hasn't been self shot. You know, it looks like you've still tried to basically make it look really good. So you're kind of in this awkward middle zone. But if you want to lean into it and go ultra low production quality, then these ads are flying.

▶ 3:28And I haven't seen something quite so profound in terms of a change or kind of new development that we've made in quite some time. These kind of ads are absolutely cooking. For infinite energy, they've had £25 average cost per lead over the last like two months running these kind of ads. They were, you know, they were actually our first client that we ever took on.

▶ 3:53And what we like is that they've trusted us through the whole process and they're so open to experiment. So when I said to Tom, do you fancy just grabbing the iPhone, getting the selfie camera on and just like point at the panels and like chat away a bit? He was like, yeah, yeah, let's do it. And obviously he smashed it on camera.

▶ 4:08And yeah, they've had £25 cost per lead for the last like six weeks. We launched with Eco Renewables Group. They've done over £160,000 in just over two weeks from our ads. And one of the ads that is performing incredibly well is a POV style ad that is getting them £11 leads. Video ad through a funnel, a multi-step 10 question funnel, £11 cost per lead.

▶ 4:36Fraser, current Renewables, he's just launched a set of handheld video ads and they are flying as well in his EcoFlow campaign, the EcoFlow working with us on. This, I think, is so funny because while everyone's trying desperately to catch up to our production quality and standards, we go in the complete opposite direction.

▶ 4:55I'm like Fraser, grab the phone. Come on, mate. Come on. Do a little, do a little ensue over you. Come on. Why'd you do that? And you just go, oh, yeah, yeah. They're cooking. They do it. They do it. It's crazy. So, yeah, I obviously what this means is multiple different things, right? And on a more serious note, there's a moral to the story that I think is really encouraging for smaller solo businesses.

▶ 5:20We are quite expensive to work with. We worked out recently and to be completely honest, like if you want to do it properly, including ad spend, including setup fee, including retainers, you're essentially looking at about 20K over three months. Like minimum engagement. It's a little bit less than that, but minimum engagement.

▶ 5:39And a lot of businesses just don't have that and that is perfectly valid, but they want to start advertising. Just do this. Just get your phone out, record a video talking through an installation, whack it on meta and just see what happens. Even with the lead form, like obviously we kind of swear against lead forms and we use our funnels and stuff, but they add a lot of complexity and variables to the equation.

▶ 6:04And you can just use lead forms and, you know, see how you go. It's very quick and easy to set up on meta. But just see how you get on. The barrier to entry is so low. Like if you can literally just record a selfie video, edit it yourself on Instagram Reels or CapCut, which is just as easy on your phone. And just blast it, put, you know, two grand of ad spend behind it over a month and just see what happens.

▶ 6:29No agency service fee, no videography hire, no coordination or anything. You can just whip your phone out when you're on site. Like it's pretty insane how these, how well these are working. And obviously you can even see here, like we, you know, we're still doing stuff like adding captions. We've got nice kind of animations that are kind of like, you know, highlighting the kit that we're talking about, but it's not crazy.

▶ 6:49It's not much. And actually we've, we've not done some of the crazy stuff on, on the crazy editing stuff on these ads purposefully because we want it to feel a bit more authentic and local. And I think that's why these are working quite so well, because people are looking at it and they're like, oh, he's literally on site.

▶ 7:08He's just got his phone out. It feels super authentic. It's like, it's like you're having a FaceTime call. It's really nice. It's like you've literally just called up the installer and they're on FaceTime and they're just going, oh yeah, yeah, yeah. So here's the Duracell energy battery, 5.12 kilowatt hours. Pretty cool because it charges and discharges, you know, the same rate as its capacity.

▶ 7:26It's got 1C charge rate. Yeah, no, no, it's nice. It's so natural. It's so natural and it really resonates with people. So yeah, I mean, try out. But also secondary point, like if you want to work with someone that's always just kind of leading the way that doesn't really take much notice on what anyone else is doing. And, you know, you want to be one of the clients that get stuff first in a really competitive space nowadays, like advertising solar and batteries on Meta is really quite competitive.

▶ 7:56I wouldn't say saturated because there's still people getting incredible results, you know. Like Eco Renewables group. But it definitely is competitive. So if you want to be the one that gets to rinse the strategies first with the expertise to back it up and the, you know, actually a company that want to do stuff themselves, that want to trial new things, that want to test things so that they can be first on stuff like this.

▶ 8:17And their clients can rinse the results before anyone else even has a chance to, then you should probably work with us. Unfortunately, because other people have caught on to the way we do business and the way we, you know, kind of try and lead the way. We do have a wait list until January, 2026. And even that is starting to fill up.

▶ 8:37So if you want to be a part of that kind of exclusive group, then you should book a call now and reserve your spot kind of thing. And we'll try and get you started as soon as we can. And also we're doing a mastermind. It's going to be full of stuff like this. It is on the 28th of November, 2025 in Manchester. And you'd be welcome to come.

▶ 8:59It's free, open access to any client. Anyone that signs up before the 28th, you can come. So, yeah, and we're going to break down tons of cool stuff that is way cooler than this, which I'm super excited about. So, yeah, hopefully that's useful. And, yeah, enjoy the results from this if you do deploy it, whether you're an agency or an individual company.