Case Study: Isla Solar
Case Study:
Isla Solar
Isla Solar
Installation and Maintenance of Photovoltaic Solar Energy Systems for Individuals and Businesses.
Isla Solar
Installation and Maintenance of Photovoltaic Solar Energy Systems for Individuals and Businesses.
CONTEXT
THE CHALLENGE
In the months leading up to the start of the collaboration with Fáktica, the competitive pressure on Isla Solar was growing exponentially, both in the number of competitors and their presence in various communication channels and social media. The volume of incoming leads had plummeted, and their cost was significantly impacting the profitability of operations.
What was being asked of us was to generate many more leads and significantly cheaper ones. Does that sound familiar? The impossible task…
In June 2022, during the solar energy boom in Spain, we began managing the Google Ads campaigns for Isla Solar. They had been using this channel for several years as their primary tool in their lead acquisition strategy.
THE CHALLENGE
In the months leading up to the start of the collaboration with Fáktica, the competitive pressure on Isla Solar was growing exponentially, both in the number of competitors and their presence in various communication channels and social media. The volume of incoming leads had plummeted, and their cost was significantly impacting the profitability of operations.
What was being asked of us was to generate many more leads and significantly cheaper ones. Does that sound familiar? The impossible task…
Our Strategy
Objective: Increase Profits
Our first proposal was to change the success indicators of the campaigns. The focus should not only be on leads and cost per lead but on the profits that those leads generate when they become customers, taking into account the Lifetime Value. Many cheap but low-quality leads don’t get you anywhere. Similarly, paying an excessive price for high-quality leads undermines the profitability of the accounts. The key was to find a balance between the two extremes.
CRM Analysis
The first hurdle to implementing a profit-maximizing strategy was the database (CRM). Like in many other companies that grow rapidly and organically, the CRM had a set of non-integrated data that posed challenges in both management and analysis. In close collaboration with ISLA SOLAR’s sales department, we redesigned the CRM data structure that affects marketing and sales.
This allowed us to start analyzing the profitability of different channels, breaking down the raw lead-to-sales and commercial lead-to-sales ratios for each of them. From there, we could assign a value to the leads generated by Google Ads and thus identify the cost per lead threshold that separates losses from profits.
OUR STRATEGY
Objective: Increase Profits
Our initial proposal was to change the success indicators of the campaigns. The focus shouldn’t solely be on leads and cost per lead, but on the profits that those leads generate when they become customers, taking into account the Lifetime Value. Many cheap but low-quality leads won’t lead you anywhere. Similarly, paying an excessive price for high-quality leads undermines the profitability of the accounts. The key was to find a balance between both extremes.
CRM Analysis
The first hurdle to implementing a profit-maximizing strategy was the database (CRM). Like in many other companies that grow rapidly and organically, the CRM had a set of non-integrated data that posed challenges in both management and analysis. In close collaboration with ISLA SOLAR’s sales department, we redesigned the CRM data structure that affects marketing and sales.
This allowed us to start analyzing the profitability of different channels, breaking down the raw lead-to-sales and commercial lead-to-sales ratios for each of them. From there, we could assign a value to the leads generated by Google Ads and thus identify the cost per lead threshold that separates losses from profits.
Fáktica ® Technology
The Fáktica ® Technology automates the management of Google Ads accounts in line with our strategy (maximizing profits), calculating and updating in real-time the optimal balance between lead volume and expected return — a dynamic equilibrium due to the constant changes in user behavior and competition. This allows us to discover the search terms and audiences that are most profitable at any given time.
Fáktica ® Technology
The Fáktica ® Technology automates the management of Google Ads accounts in line with our strategy (maximizing profits), calculating and updating in real-time the optimal balance between lead volume and expected return — a dynamic equilibrium due to the constant changes in user behavior and competition. This allows us to discover the search terms and audiences that are most profitable at any given time.
Offline Tracking
Offline Tracking
To get the most out of Google Ads in lead acquisition campaigns, it’s essential to feed the system with information about what happens with these leads: which ones qualify as commercial leads and which ones ultimately convert into sales. To do this, it’s necessary to implement a system that allows tracking of call leads, as well as communication between the CRM and Google Ads. Fáktica worked for several weeks to set up this system, which required changes to the CRM structure beforehand.
Results
In less than three months, we quadrupled the volume of leads in the account, reducing the cost per lead to a third without altering the quality of the lead.
in 3 months
