Who we are
The UK's #1 renewables marketing agency
We disrupted the renewables advertising space by being the first marketing company to put the installer first, with high quality video content.
The story of
Solar on steroids
An insatiable appetite for risk, multiple near misses and one golden opportunity.
March 2024
A market crying out for disruption
Jude & Joe met at school & kept in touch.
In March 2024, they noticed a gap in the advertising market.
Solar.
At the time, advertising Solar in the UK was restricted to basic (at best) graphics on Facebook & Instagram.
Typically the ads featured a price, bargain offer or package deal.
"Buy one get one free panels" or "Free EV chargers" were commonplace angles.
That was despite Solar being one of the most education & trust driven purchases a homeowner could ever make.
Video, the gold standard for building rapport via advertising, was no where to be seen. No reference to how solar works, how a system is designed or how it is installed (properly).
April 2024
Our brilliant mistake (covering ad spend)
An opportunity arose to present our ideas for how Solar could be advertised at the largest Solar conference in the UK, Solar & Storage Live.
With one week to prepare, Jude stepped up on stage and revealed the plans.
25 sales calls later, we hand-picked our first 4 clients.
The problem?
We pitched the idea that we would cover the advertising spend for every client we signed - and would only charge them commission on the deals they closed.
We were that confident (or stupid (most definitely both)).
May 2024
Fire sale
We sold websites hand over fist to build up enough funds to bank roll the first 4 clients' advertising spend.
Joe & Jude threw thousands in personal savings on top.
It wasn't much, but it was enough to jumpstart what would quickly become an untameable beast.
May 2024
6 months of experiments begin
We threw everything we had to offer at them.
> Free website
> CRM
> 30 day email nurturing sequence
> Reputation overhaul
> Video ad scripts
> Video editing
> Quote tools
Once everything was in place, we whittled it down to find the 20% that was driving 80% of the results.
October 2024
Perspective
At this stage, we were running all of the traffic from our ads to custom multi-step forms built on the Framer websites we had developed.
We opted against Facebook Lead Forms since the start as they had too little friction, customisability and in turn, generated very poor quality leads.
Our Framer forms looked great, but they were VERY unreliable.
They broke almost every day and we had very limited visibility over what was actually happening once someone had landed on the page.
That was, until we discovered Perspective.
Perspective is a multi-step funnel builder, specifically for mobile traffic.
We trial the tool with one client.
Reliability? 0 downtime.
Conversion rates? 8x higher.
Speed of implementation? 10x faster.
Boom.
We migrate all clients over to Perspective overnight.
Results go through the roof and remove hours of wasted efforts per day on fixing the problems our original solution was causing.
November & December 2024
Its winter? Why are results improving?
With our backs against the wall, still covering every penny of advertising spend, we worked 14h+ per day in our battle against the Facebook algorithm to understand what worked and why.
Results gradually ticked upwards, in what should have been a progressively harder and harder time to advertise.
Clients fed back that the leads they were receiving had "a different look in their eyes", that the rapport was something they had never seen from digital advertising.
The power of video was shining through in full force and we knew we were onto something.
December 2024
Consolidate & restructure
Satisfied we had proven the potential of our new advertising strategy, we asked all clients to move from the existing model, where we covered the advertising spend, to a more traditional commission/retainer model.
Every single client stayed.
It was also at this point where Joe fully took over fulfilment & operations, leaving Jude to drive sales & marketing.
January 2025
Someone cooked here
January 1st rolls around.
Lead volume doubles overnight.
We had created a monster, a system that generated leads of the highest quality from the largest and cheapest platform for digital advertising.
March 2025
AJ Renewables on steroids
Jude pitched up against a more established agency who had a poor reputation and at the time, were convinced that videos were gimmicky and couldn't outperform the package price ads they were running.
Despite watching Jude physically choke for three minutes straight on his sales call, Ally Galloway agreed that videos were the future of marketing Solar & renewables.
We shot the ads & launched the campaigns.
It dawned upon us quite how powerful the system we had created could be.
2 deals sold in the first 24 hours.
Over £100,000 closed inside of 30 days.
For every £1 they gave us, we threw £25 straight back.
We celebrated with a steak dinner & beers (below).
Over £2,000,000 in SOS installations later, with multiple £300,000+ months, AJ Renewables remain one of best performing clients.
March 2025
Solar on steroids become Perspective's first agency partner
Having seen the results we were generating through our Perspective funnels, Perspective invited us to be their first agency recommended partner.
Any solar company that comes to them for help with mobile-first landing pages & funnels - they send them to us.
Our first podcast with Perspective.
Our second podcast, after our first was their top performing episode ever.
The package we received from Perspective when we were commended as their first agency partner.
March 2025
Mr Worldwide
Little Green still hold the record for our highest ROI campaign.
Over 150x ROAS (return on ad spend).
That means, for every £1 they give us, we have given them over £150 back.
Since, we have noticed that first movers in new markets with our strategies, yield outsized returns beyond their wildest imagination.
April 2025
Belittling the bargains
Next was Kimble Solar.
Pessimistic after underwhelming performance of a previous agency, with a gut feeling that Facebook could only yield low quality leads with small average order values, Chris Sadler decided to give it one last shot.
£18,152 residential solar average order value.
An average deal value & size previously unheard of from Facebook Ads.
Undeniable proof that our approach not only generated volume, but it generated quality.
Prospects looking for large systems, who wanted to pay extra for quality & who wanted to work with a company they trusted.
We doubled down.
We ran ads that opened with:
> "Looking for cheap solar? Go find someone else"
> "You'll find a cheaper solar installer, but you won't better."
£1,400,000 in sales from SOS later and Kimble Solar are still stomping over the "£5,995 for 12 panels and a battery" that stood before them.
May 2025
Panic stations
But it wasn't all smooth sailing.
Seemingly overnight, results tanked for AJ Renewables.
They were one of our higher spending accounts and performance was relying on 2-3 standout performers.
We went from £39 CPL in May to £67 CPL in June, with some weeks of that being even higher.
Joe & the team went straight to panic stations.
By July, CPL had stabilised at £51.
For August, it was £44.
So what caused such a spike?
Quite frankly, we were caught with our pants down.
We needed to ensure this would never happen again.
So we went to the drawing board on how we could make campaigns more resilient, scalable and robust.
Our solution was shooting with every client, every 3 months, on a recurring and non negotiable basis, with no impact on the price that they would pay.
A huge operational load that for a long time, we kept quiet.
It was our secret weapon to winning business (as we were clearly delivering far more than any other provider), generating better and more consistent results, and generating the best relationships with our clients over several shoots.
It was firefighting with sheer creative volume that recovered AJ Renewables' account within around 4 weeks, and ensured that results remained consistent for them and every other client going forward.
May 2025
Joe starts drowning
Results flew.
Sales started to become more of an order taking process, than a sales conversation.
People were hearing about the results we were generating and loved the way we were doing it (putting the installer first, rather than bargain price).
We knew we had something here that could be scaled, and put into the hands of the best installers in the country.
August & September 2025
Sam & Charlotte join the team
Charlotte joins us as our new Performance Creative Specialist.
Bringing with her 3+ years experience as a performance marketer at the likes of Audi, THG, My Protein and LookFantastic.
Joe finally gets some help with the management of 30+ ad accounts with Sam joining us as a Media Buyer & Conversion Rate Optimisation specialist.
He brings with him experience managing high volume Solar pay per lead campaigns, as well as Facebook Advertising campaigns for other industries.
Oh and he somehow has First class honours in Law.
No idea why.
(Still fact checking that one)
October 2025
Solar & Storage Live 2025
Our best marketing stunt yet.
500 'pill vials' with a note encouraging attendees to put their Solar business on steroids.
A great day filming content with clients infront of their favourite manufacturer's stands, followed up the SigEnergy afterparty with AJ Renewables & Creative Low Carbon.
October 2025
Andromeda
Meta (owner of Facebook) completes its rollout of the Andromeda update.
The Andromeda system represents a fundamental re-engineering of how ads are selected, delivered, and personalised across Facebook and Instagram.
It is powered by a new hardware and software system, including NVIDIA Grace Hopper Superchips and Meta's own MTIA accelerators, which allows the system to use more complex machine learning models to match users with relevant ads.
What did this mean for us?
All of the effort we had put into achieving creative diversity for each client, producing unique, educational ads that appeal to one individual viewer with as much relevancy as possible, got put on steroids.
As Meta's ability to show the right ad to the right person at the right time improved, so did our results.
We hit record days, including a day where we generated 209 leads across our portfolio.
Competitors are left scrambling, trying to catch up to the monster of a production system that we had created.
October 2025
AJ Renewables win The Courier Brand Marketing & Social Media Awards
Due to our work on AJ Renewables paid media campaigns, we were generously invited to attend The Courier awards in Dundee with their team.
Against 3 other top nominees, AJ Renewables won the Brand Marketing & Social Media award.
The first time that our work has been officially recognised outside of the renewables industry.
October 2025
Shoot volume goes through the roof
We decided to shoot with every client, every 3 months, free of charge.
Our shoot volume went through the roof.
We shot with clients 20/31 days of October.
October 2025
Trade Mastermind Awards 2025
Actismart invite us to attend the Trade Mastermind 2025 awards night with them.
They are awarded Startup of the Year 2025.
Several companies approach us in the room to thank us for our contributions to their growth, in combination with their support from Trade Mastermind.
November 2025
Migration from Airtable to ClickUp backend complete
We scaled from 6 clients to 41 clients in 10 months.
Operationally, we were struggling.
The Airtable setup that Jude created over a weekend was no longer fit for purpose (understatement of the year).
Rapidly increasing the volume of ad creatives that we were producing, with 3 new full time editors and shooting with every client every 3 months, exasperated this problem.
We enlisted the help of Emir & his company Probotify.
We mapped out every process to the finest detail. Every action, every team member, every step.
Emir & his team built out an enterprise grade ClickUp structure that has allowed us to be ready to handle the sheer volume of advertising creatives and work going through the business.
Emir's case study after our transition to ClickUp.
November 2025
The largest Solar sales & marketing event the UK has ever seen
After weeks of preparation and a last minute stage hire, we put on the event of the year.
80+ attendees.
90%+ of our client portfolio (95% of our mainland UK clients).
Companies ranging from 8 installations per month to £12.4Bn in yearly revenue.
An agenda ranging from life changing talks on belief sets from David Jacob to sales masterclasses and group discussions on how to win in Solar in 2026.
We had feedback that some attendees spent the entire 4+ hour drive home plotting how they were going to dominate 2026 with the new information, connections & strategies.
Others said it was "the best event I've ever attended."
Some even put their learnings into practice the evening of the event and yielded the rewards.
January 2026
Enterprise-grade attribution software rollout
We always had a strong grasp on what was driving client results but in many areas, we lacked the concrete data.
We wanted to know EVERYTHING.
> What was the true CPA?
> What ads were truly driving sales?
> Which ads were playing more of a supportive role?
> Were some ads driving higher average order values or larger systems?
> What overflow lead volume were we generating via phone calls & website forms?
And most importantly…
Could we feed this information back to Meta's targeting algorithm?
With our new attribution & tracking setup, not only do we have all of this information, but for accounts with enough conversion events, we are feeding it back to Meta.
This means, Meta is actively targeting people who have already been quoted & sold by the client.
Rather than just who is going to submit their details.
We nailed the creative side of advertising on Meta.
Now, we've nailed getting those creatives infront of the right people.
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January 2026
Imogen joins the team
Imogen joins us as a Marketing Executive to help increase creative throughput and bring yet more ideas to our advertising campaigns.
She brings with her not only a wealth of experience in digital marketing but also industry-specific experience having worked for one of the largest UK solar distributors, Segen, for 2 years.
February 2026
Ross joins the team
With 10 years experience in Account Management and Customer Success, Ross joins the Solar on steroids team to help us ensure our clients have a consistent, available point of contact and a great all round experience working with us.
What's next?
You'll have to wait and see.
By the time you see an update here, our clients will have already benefitted from it for 3+ months.
Stay ahead of the curve.
Let us be a part of your story, and help you undergo a transformation similar to that of our existing clients.
We recommend listening to "Clubbed to Death" by Robert D. while reading our story.
