Why Meta ads should nurture solar leads, not just generate them

▶ 0:00You are a residential or commercial solar sales director. Now you've just started working with us so the leads are flying in and you're dead happy. Two months pass, your sales team are busy, they're closing deals, but you're getting peed off. Your sales team aren't effectively following up with the leads that you've generated. I mean, how can you expect them to? They've got more deals than they know what to do with. They're focusing on the ones that are closing tomorrow instead of the ones that will close in six weeks to six months time.

▶ 0:29But what if I told you that there was a way that you could reach those prospects and keep them warm with minimal spend and without actually ever sending anything to them directly? That is what advertising online can achieve for you. Now, most people look at Meta ads as a lead generation source, but I'm here to tell you that especially on the commercial side, Meta ads is a nurturing activity.

▶ 0:56Picture this, you've got a commercial lead that's been generated. They are looking at plans about Q2, Q3. They're looking to install a system. One of your sales reps has got to keep track of that lead and you've got to follow up every week, every two weeks to keep them warm and keep them moving through the process. But what if every time that decision maker goes home, puts on the TV and starts scrolling Facebook, they see you and your business and they don't just see what you and your business, they see someone from within your business.

▶ 1:24They see someone on camera, someone showing off some personality, someone showing off some case studies, results and transformations that you've achieved for your clients. And they see that on a one-to-many basis. It means that you don't need to send them something that is perfectly tailored and individual to them that takes 5 to 15 minutes each time you follow up.

▶ 1:43You create it once, you put some spend behind it and it runs. And it runs successfully forever. You optimize it over time. You introduce some new advertising creators, but every time you do, you increase the nurturing effect of your entire pipeline rather than just one prospect. That's how you should start to look at meta ads. It's not solely lead generation.

▶ 2:05Yes, you can get fantastic leads, especially on the residential side, commercial side too. But don't look at the cost per lead in isolation because it doesn't reflect the full story. Plenty of times we'll launch meta ads for our clients and they would have previously had one inquiry a month through their website. As soon as we launched the meta ads, even though we can't really track it, they start getting five.

▶ 2:25They started getting 10 calls and they're like, whoa, whoa, whoa, this is crazy. Where's this coming from? And we're like, hmm, hmm, might be the meta ads, might be the fact that we're now showing you to 10,000 people every month. I've been fact-checked. It's actually about 200,000 impressions for our average client who is spending £2,000 to £3,000 a month on advertising spend.

▶ 2:46Back to the video. So especially as a commercial solar business, because the sales cycles are so long, you cannot look at cost per lead in isolation. It doesn't reflect the full story. It doesn't reflect the impact that these activities are having on your actual close rate and how you progress leads to the pipeline. It doesn't reflect the impact that it's having on the decreased amount of time that your sales reps actually have to spend following up with lower priority prospects.

▶ 3:08And overall, it doesn't reflect the true impact of the advertising on the platform. So if you're a solo company that's willing to look beyond the cost per lead and actually cares about sales and cares about how much money you make over the course of 2025 rather than how much money you make in the next eight days, then you should get in touch with us.

▶ 3:27And we will put together that strategy and show you exactly what you can expect from it. Have a lovely weekend and I will see you in the next one.