Case Study

$80 a lead on Google. A quarter of that on Meta. Traction fast enough to fund a roll-up.

Upvolt · England, UK · August 2025 to January 2026

Two former investment bankers buying up smaller UK solar firms needed to prove demand fast enough to raise. A past client, and the numbers are from that engagement.

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What the system returned

01 $80 Cost per lead on Google in a market that barely knew it wanted solar

02 75% Lower cost per lead on Meta top of funnel moved to the cheaper channel

03 15% Of visitors became a lead across both audience types

04 Funded Round raised, acquisitions made on the demand this built

What we ran

Everything, on one system.

Flat fee. Ad spend on their card, straight to Google and Meta. No percentage of spend, month-to-month from day one.

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The story

A market that did not know it wanted the product yet.

01 What was broken

No demand, and a deadline to prove there was

Upvolt was a brand new company rolling up smaller UK solar firms, and the whole plan depended on proving traction fast enough to raise. The problem was the market. Most UK consumers did not know they wanted solar or what it cost, and nothing existed to separate someone ready to buy from someone who had never thought about it.

02 What we built

Two audiences, two funnels

Two Google campaigns rather than one: a cost and price campaign for the unaware, and a direct search campaign for people already looking. Meta ran eBook downloads to build the top of the funnel at a quarter of the Google cost per lead, so awareness moved to the cheap channel and Google stayed on immediate demand. Landing pages were written twice, education first for one audience and action first for the other.

03 What the numbers did

Enough velocity to close the round

Eighty dollars a lead on Google, a quarter of that on Meta, and fifteen percent of visitors converting across both. Velocity was the whole point. It was enough to close a funding round and make the acquisitions the thesis depended on.

The idea that moved it

Two audiences is two funnels,
not one funnel with a wider net.

The instinct in an unaware market is to broaden the targeting and accept a worse cost per lead. That buys volume and buries the buyers who were ready today.

We split them instead. Google took the people already searching, Meta took everyone else at a quarter of the price, and the sales team saw demos rather than a queue of people who had just learned what a solar panel is.