Deionno Electrical & Solar

Scaling Ad Spend 3.4x Without Moving Cost Per Lead

Industry

Multi-Channel Paid Campaign

About

Deionno Electrical & Solar is a South Australian electrical and solar installation business delivering residential and commercial solar, battery and off-grid systems across Adelaide, and now expanding into Queensland’s Sunshine Coast and the northern Brisbane corridor.

Solar is one of the most competitive lead-generation markets in Australia: high ticket sizes, long research cycles, and aggressive national players bidding on every keyword. Deionno needed a paid media engine that could deliver consistent, affordable leads in its home market, and prove the model in a brand-new state.

0 %

Change in Cost Per Lead While Budget Scaled 3.4x

238 %

Increase in Monthly Meta Leads

46 %

Increase in Google Ads Conversion Rate

The Challenge

Deionno had a strong installation business in Adelaide but ambitious growth plans: expand paid lead generation beyond South Australia into the Sunshine Coast and Far North Brisbane, markets where the brand was unknown and every competitor was already spending big.

The risk with scaling solar ad spend is well known: pour more budget in, and cost per lead climbs while quality drops. The brief was to roughly triple monthly investment across Meta and Google without letting acquisition costs blow out, while standing up campaigns in a second state from scratch.

Scaled Meta campaigns from one market to three regions

Restructured Google Ads keywords for quality over volume

Matched creative and landing pages to each local audience

Tripling budget without moving cost per lead is the hardest thing to do in solar marketing. The market-by-market structure is what made it possible.

Phoebe K.

PPC Specialist

The Strategy

Geo-Targeted Meta Campaigns, Built Market by Market

Rather than one broad national campaign, every region got its own build: custom geographic audiences for Adelaide metro and north, Noosa to Caloundra on the Sunshine Coast, and the Far North Brisbane corridor. Each ran its own creative rotation and A/B tests, with lead forms and website-lead campaigns tested head-to-head per market.

Creative That Carries the Targeting

New video creative, including founder-led videos featuring Curtis, was launched and iterated monthly, with performance analysis across age, gender, location and interest segments feeding each rotation. By March, Sunshine Coast CTR had nearly tripled while its cost per click dropped 60%.

Google Ads Tuned for Lead Quality

Parallel search campaigns in SA and QLD were progressively tightened: broad match keywords audited and replaced with converting phrase-match terms, irrelevant and competitor search terms excluded, and high-performing copy pinned for testing. The result: conversion rate up 46% in two months, with the SA campaign converting at 9.78%.

Proving a New Market in 90 Days

In January, Queensland was an experiment. By March, the Sunshine Coast and Far North Brisbane campaigns were generating over half of Deionno’s Meta lead volume, validating the interstate expansion in a single quarter.

THREE REGIONS LIVE ACROSS TWO STATES IN 90 DAYS.

SUNSHINE COAST LEADS UP 380% MONTH-ON-MONTH IN MARCH.

SA SEARCH CAMPAIGN CONVERTING AT 9.78%.

The Results

Between January and March, Meta ad spend scaled 3.4x, and cost per lead finished within half a percent of where it started. That efficiency is the story: the extra budget converted straight into volume, with monthly leads more than tripling (+238%). On Google Ads, conversion rate climbed from 5.67% to 8.30% by April, with conversions up 31% and cost per conversion down 7%.

0 %

Change in Cost Per Lead While Budget Scaled 3.4x

The hardest thing in solar lead generation is spending more without paying more per lead. Deionno’s budget scaled 3.4x in two months, yet March’s cost per lead landed within half a percent of January’s, no efficiency lost at more than triple the volume.

238 %

Increase in Monthly Meta Leads

Lead volume more than tripled from January to March, driven by geographic expansion and relentless creative testing, with Sunshine Coast campaigns alone jumping 380% month-on-month.

46 %

Increase in Google Ads Conversion Rate

Conversion rate rose from 5.67% to 8.30% as keyword quality work compounded, with the SA search campaign reaching a 9.78% conversion rate in one of Australia’s most contested ad markets.