Stopped Buying Leads.
Started Owning Them.

Bought solar leads are a race. The reseller sells the same homeowner to several installers, the first one to call gets a hearing, and everyone else gets voicemail. You pay per lead whether you spoke to them or not, you don't control the quality, and if the reseller raises prices or dries up, your pipeline goes with them.

The company was closing some, but at a cost per acquisition that only worked because the ticket size was high — and with zero ownership of the channel.

• Meta lead campaign built in their account — they own the pixel, the audiences and the data. Nobody else gets the lead.
• Offer built around the bill — the creative leads with what a Melbourne household actually cares about: the quarterly power bill, rebates, and payback, not panel specs.
• Qualifying instant form — homeowner or renter, roof type, current bill range, suburb. The form does the first filter so the sales team only calls people who can buy.
• Weekly optimisation — creative and audience tested every week, budget moved to what's producing quotes, not just form fills.

$20–30 Per Lead.
Exclusive. Scaling.

Cost per lead now averages between $20 and $30 — every one of them exclusive, delivered to their phone within seconds, and produced by an asset they own. The campaign is being scaled on the same numbers.