So the AC submain cable had to run under this driveway here. We had to dig up the gravel to create a trench. So the trench then does a right angle and it goes underneath these bushes. Then we back filled it. Oh, how good is that? Come on. Bravo editors. Bravo.

Happy Saturday. Today we’re going to be reviewing one of the ads that we produced recently for Kimble Solar.

Ads like this are responsible for booking up Kimble’s two solar sales surveyors for an entire month. In fact, with Kimble Solar, we’ve had to decrease ad spend twice because the sheer volume and quality of leads is too high for both the office staff and the surveyors that are actually going out to speak to these leads.

Not to mention the fact that these aren’t bottom of the barrel leads. These aren’t volume churners. These are leads that correspond with an average deal value of over £15,000 for Kimble Solar. Insane.

Most of them are 16 plus panel systems with Sigenergy batteries, Duracell batteries, Tesla batteries, and just really, really high quality enquiries.

So, without further ado, let’s go through. I think there’s tons that we can break down in this ad as to why it’s performed so well for the business and how it represents them.

I’ll go frame by frame and even stop and do some commentary at some point. So, without further ado, let’s jump right in.

Kimble Solar, our Which Renewables installer of the year 2025.

So immediately we’re leading with an authority frame. This is super important. Not many companies have this award, right?

A lot of people go to Which to get a trusted trader, and Which trusted traders are great, but that’s just the trusted trader level. What about being the best one by Which standards?

This award is rated on customer experience, customer excellence, educating customers, and Kimble won it. It’s absolutely fantastic.

So with this ad, we decided to lead with that as our hook into why someone should continue watching this video. You can see we don’t waste any time. We don’t introduce Chris or anything like that. We go straight in with “Kimble Solar, Which Renewables installer of the year 2025.” No fluff. Straight in.

That’s why I think this ad has such high retention because people are like, “Oh my wow, okay, that’s really impressive. I’m going to watch what this guy has to say.”

And today I’m going to take you through one of our installations to show you what we’re about.

So this is something we like to do as well. Within the first 10 seconds, we’re swapping to shots that have movement, versatility, and variety.

You don’t want it to look like there’s just one type of shot being filmed because it could be boring to watch someone from the same angle talk through an installation for five whole minutes.

You want some variety. You want to mix it up. You want some b-roll. You want some shots of the house instead of just the panels.

So we like to cut to a little bit of music with really quick b-roll shots of what someone can expect to see in the rest of the ad.

In particular, you’ll see that we showcase some of the editing at this point, just to give a glimpse, and someone’s like, “Oh, I haven’t quite seen that before. For a solar ad, that’s interesting. Why have they animated it like that? What is going on there?”

This might all be subconscious, but it increases the likelihood that someone hears what Chris has to say.

Now, behind me is the customer’s house, and you can see it’s an idyllic cottage. Look, there wasn’t enough space on their roof.

Again, this is the calibre of customer that Kimble Solar are going after. They do bespoke systems that are very high quality. So in these ads, we want to show customers of that nature.

We want to show a real variety and make sure there are installations that are more typical, but if we’re going for that upper echelon of customer, then we need to show that they’ve done work of that type. Hence this beautiful property.

However, they had this enormous carport and we were able to fit 18 solar panels, which really took care of most of their energy consumption.

Always be mindful of stuff like blurring number plates, blurring names on apps for system monitoring. Simple stuff like that goes a long way in protecting the customer’s privacy.

But here we go. This is the inverter. It’s a 10.5 kW inverter, which means it can churn out a serious amount of energy.

Then down here we’ve got the battery. This is a 10.3 kWh battery. Again, that will help to provide the home with plenty of power, particularly overnight.

We love to show the technicals. A lot of solar and battery customers nowadays are very educated before they make a purchase decision, so it’s important we speak their language.

If we just said “solar saves you money,” it doesn’t speak to all of the information they’ve been consuming from the internet, from YouTube, and so on.

We need to speak in the language, but also respect that there will be colder audiences watching for the first time.

So when Chris talks about things like 10.3 kilowatt hours, he is very good at saying the technicals but then explaining what that means in layman’s terms right after, so we don’t lose anyone by making it too technical.

Now the EP11 is a particularly slim battery. You can see it fits back quite neatly against the wall. It’s pretty heavy, so the boys don’t like to lift it too often, but it’s all part of the job.

Some light humour like that goes a long way. It adds different pacing and variety.

If you’ve got a personality and you want to bring that across on camera, we’d love that. We don’t want to change how you speak, how you talk, or your mannerisms when you get on camera.

Now, this battery is scalable, which means we can add more at a later date, and that’s what this customer wanted to do. As you can see, there’s plenty of wall space available here for them to add more modules. We can do up to four. So that’s 40 kWh of storage.

Instead of just saying “the batteries are modular,” Chris tells the customer’s story. That’s what someone wants to hear when they’re considering modular storage.

They want the reasoning. Why would you add a battery later? Do I need to consider that? Chris answers that.

To see the state of charge of the battery here, and it is full, which means lots of solar power.

We also fitted a Zappi EV charger on this job. Zappi are solar enabled chargers, so they can charge from surplus solar energy. We positioned it here so it was central between these two parking spaces. That way, both cars can share this one charger.

Stuff like that showcases how you installed the system bespoke to the customer’s needs. For higher value systems, that’s what they’re paying for: someone taking the time to understand their needs and future usage, to provide a system that works long term.

So how does the solar energy get all the way into the house? Let’s follow cable routes.

From the solar panels on the roof, the power goes down through these DC cables. That’s these black ones here that are grouped together and secured with metal cleat.

Then it comes down the wall here in this conduit and into the inverter where there’s a DC isolator.

The inverter is the intelligent part of the system and that will convert the DC energy into usable AC electricity.

From the inverter, it comes out here and goes through an AC isolator to ensure we can isolate the system if we need to work on it.

From the AC isolator, the energy runs down through this AC cable that is clipped here and it goes up into this new distribution board that we fitted inside the carport.

We love to use animations like that. It takes editors quite some time and they’re experienced, but it’s worth it because it illustrates things and draws focus to what the installer is talking about.

You’ll notice these shots: the audio you’re hearing was recorded in one take. Then we go afterwards and get additional clips, with no audio, to make it visually engaging and to illustrate the point.

That’s where we get clips of the cable run and the parts being referenced. Super important to do multiple takes.

Now to feed this board, or to get this board connected back to the house, we had to run it in a large submain cable.

So the AC submain cable had to run under this driveway here. We had to dig up the gravel to create a trench. The trench then does a right angle and it goes underneath these bushes. Then we back filled it. Oh, how good is that? Come on. Bravo, editors. Bravo.

Three different angles on this shot. Chris is slick on camera. He’s done YouTube for three or four years, so being on camera isn’t particularly hard for him.

But three or four takes of the same section helps illustrate what’s being talked about and adds some flare. We love to go the extra mile for the clients.

Put the turf back down and as you can see it’s absolutely lovely. You’d hardly know we’ve been here. We love to do a neat job, and that’s just one of the reasons why we were awarded renewables installer of the year 2025.

Then the AC cable comes around through the flower bed and up into the distribution board that’s just on the other side of this wall. That’s where it branches off and feeds the house.

So it powers the home from solar energy and not by taking energy from the electricity meter.

Just before the call to action here, Chris actually did a much more extended section by the electricity meter, probably about three minutes.

It’s our job with the ad briefing process to take what might have been a 10 minute clip and make it into a three minute ad, because we want to put across the most important points while keeping it short enough to get to a call to action.

So if you’ve got a property like this, you’d like to get your energy bills down, maybe even do a little bit for the planet, then click the button below, enter some details, and we’ll give you a call as soon as we can.

Really specific call to action. It’s one of the few things that I’ll actually say aloud when directing, and the client repeats back to camera.

Normally it takes a couple of takes. Chris is one take Chris, but that’s rare.

It has to be very specific. I split it into two parts.

First, call out exactly who we want to take action.

People with properties like that one.

Then two major pain points: bills, and doing their bit for the environment. In this setting, doing their bit for the environment is a huge one because of the kind of property we’re featuring.

Then finally, Chris says exactly what he wants the viewer to do, in a specific order. Not “get in touch.” Not “give us a call.” A specific sequence of what will happen next.

Then click the button below, enter some details and we’ll give you a call as soon as we can.

Two reasons we do this. First, it increases the likelihood someone does it.

Second, when someone follows a specific order and the first step happens exactly as expected, they take the next step, then the next, and everything happens as they were told. That massively increases trust in what happens next.

So if the concept is to get a quote, they’ll be confident they’ll get a quote because everything Chris said would happen, happened.

Super important to be specific with your calls to action.

Finally, we like to do a little montage of different clips to get people excited, then a nice logo animation.

We always use a hold page at the end because we want to give someone time to digest what they’ve just seen and take the action we want.

If we cut straight away after the call to action, Meta might send them straight to the next video or post. While they think they can go back, they’re very unlikely to, because they’re already seeing the next thing, and you’ve lost them.

So you need to add a little bit of time to let someone take the action.

Cool. That is essentially it. That’s the entire ad.

Again, that is one of their absolute best performers.

The reason I’m breaking this down is I want to show the expertise that goes behind the scenes to create an ad like this, because the end product looks quite simple.

Thanks so much for watching. If you made it this far, something grabbed you in this video and kept you around.

Maybe you liked the ad itself. Maybe it was the breakdown.

Hopefully, if it was the breakdown and you’re not another agency that watched the whole way through to get insights and steal a few things, then you should definitely reach out because we can deploy this for you.

Book your sales team up for months at a time, start on a relatively high ad spend, decrease your ad spend because you can’t cope with demand, flip the bottleneck from demand to supply, and create a great result like this for you.

Hopefully we’ll be breaking down one of your ads in two or three months time.

That’s all. I will catch you in the next one where I’m probably going to do a couple more of these ad breakdowns because I really enjoyed that.

I’m sure you’ll see more of me soon.