Isla Solar

Installation and maintenance of photovoltaic solar energy systems for individuals and businesses.

ENERGY

B2C

Lead volume

Context

A red-hot solar market and soaring competition

In June 2022, at the height of the solar energy boom in Spain, we began managing the Google Ads campaigns of Isla Solar, who had already spent several years using this channel as the main tool in their lead-acquisition strategy.

The challenge

In the months before the collaboration with Fáktica began, competitive pressure on Isla Solar was growing exponentially, both in the number of competitors and in their presence across the various communication channels and social media. The volume of incoming leads had plummeted, and their cost was significantly affecting the profitability of operations. What we were asked for was many more leads at a significantly lower cost. Squaring the circle. Our first proposal was to change the success metrics: stop looking only at leads and cost per lead, and start looking at the profit those leads generate when they convert into customers, taking Lifetime Value into account. Many cheap, low-quality leads lead nowhere; paying an excessive price for quality leads blows up profitability. The key lay in the balance between the two extremes.

"They were asking us to square the circle: more leads and cheaper. Instead of chasing a lower cost per lead at any price, we shifted the yardstick toward the real profit of each lead. That change of approach made the difference."

Fáktica team

Google Ads and lead generation specialists

Our strategy

From cost per lead to real profit

To get more and more profitable leads, we worked on three fronts: organizing the data, automating management with our technology and closing the loop with offline tracking.

CRM analysis and restructuring

As in many fast-growing companies, Isla Solar's CRM had non-integrated data that complicated management and analysis. In close collaboration with their sales department we rebuilt the data structure affecting marketing and sales, in order to analyze the profitability of each channel, break down the ratios from raw lead to sales-qualified lead and from sales-qualified lead to sale, assign value to each Google Ads lead and identify the cost-per-lead threshold that separates losses from profits.

Fáktica technology

Our technology automates the management of Google Ads accounts in line with the profit-maximization strategy. It calculates and updates in real time the optimal balance point between lead volume and expected return — a dynamic balance due to constant changes in user behavior and competition — and identifies which terms and audiences are most profitable at any given moment.

Offline tracking

To get the most out of Google Ads in lead acquisition, it's essential to feed the system with what happens afterward: which leads qualify as sales leads and which end in a sale. We implemented a system to track call leads and communication between the CRM and Google Ads, which required the earlier changes to the CRM structure.

Results

Lead volume

We multiplied the account's lead volume by 4 in under three months.

We cut the cost per lead to a third, without changing lead quality.

We moved from optimizing cost per lead to optimizing real profit, with a data structure and offline tracking that sustain profitability over time.

REVIEWS

What do our clients say?

"The Fáktica team gives us commitment, trust and efficiency. They adapt to our changes and needs, supporting us at every step to reach our strategic goals. And the numbers prove it."

"With Fáktica our investment is always optimized and aligned with the company's goals. Thanks to them, SEM and SEO have become priority actions because of the ROI achieved. They contribute to our strategic marketing and sales decisions."

"Highly qualified professionals. They find solutions to the challenges we bring them. They're very easy to work with."

"They didn't just implement the project we'd agreed on — they proposed several additional KPIs that were extremely useful."

"They generated dozens of B2B sales leads for us, along with information and location data on potential customers. They're helping us consolidate and expand in Peru, Chile, Mexico, Colombia, Argentina and Panama."