AJ Renewables didn’t come in optimistic.

They’d already worked with four other lead companies.
They knew the benchmarks.
They knew what “good” was supposed to look like.

What changed here wasn’t just lead volume — it was unit economics.

Month after month, cost per sale sat between £400–£500.
Never touched £1,000.
Even while running at scale.

More importantly, the sales team felt the difference.

Reps actively fought for these leads — not because they were cheaper, but because customers arrived informed, warmed up, and already bought into the company.

This is a case study about what happens when marketing removes friction before a salesperson ever knocks the door.