4:32
Where to send Meta ads if you want higher-quality solar leads
This one’s simple.
If you’re running Meta ads and you’ve already ruled out lead forms because the quality was awful, the next question is obvious:
Where do you actually send the traffic?
Most installers default to their website.
That’s usually a mistake.
Websites are built for general users, desktop layouts, and exploration. Meta traffic is overwhelmingly mobile and impatient.
In this video I show why we send Meta traffic to mobile-first funnels instead, what the device data actually looks like across our client accounts, and why optimising for the 5% of desktop users makes no sense when 80–90% of people are on their phones.
This is about matching the destination to the behaviour — not adding more friction or complexity than necessary.
For context, this video was originally recorded on 7 January 2025, views & strategies may have changed since.
Featuring
Video transcript
You’re a solar installer running Meta ads — Instagram, Facebook. You don’t want to use lead forms because you’ve already tried them and the lead quality was terrible. There was too little friction, and you got every Jeff, Bob, and Harry completing your form.
So where do you actually send your traffic?
You could send people to your website, but that website is most likely optimized for the general user. It’s designed for desktop users. It’s got loads of links everywhere, complex layouts, and lots of elements to present your business nicely. It’s not optimized for mobile devices.
We optimize every single one of our funnels for mobile devices almost entirely. We hardly even care about how they look on desktop — and I’m going to show you why.
This is one of our funnels. When you’re using Meta ads as your traffic source, at least 70% of your traffic is going to be on mobile devices — and most of the time, it’s even higher than that.
With this funnel, 79% of traffic is mobile. With this one, 79%. With this one, 86%. This one, 82%. And this one, 90% mobile traffic, with another three and a half percent being tablet.
When you actually look at it, you’ve only got around 5% of people coming onto this page on a non-screen, non-tappable device.
So why on earth would you send them to a page that’s optimized for desktop users?
If you’re running Meta ads and you want higher-quality leads with a mobile-first funnel, then you should get in touch with us. We’ll build one of these out for you. It’s incredibly slick, and we’re getting very high conversion rates.
Our most recent funnel is hovering at about a 12% conversion rate. So if you’re paying £1 per click — which is pretty typical on Meta advertising for solar — you could expect to get a lead for under £10.
Joe’s just told me off for advertising £10 leads, so I’ve got to add a disclaimer: this is very dependent on the quality of the ads sending traffic to the funnel. If the ads don’t match the funnel, there won’t be any buy intent coming through.
But I think I’m doing a good job.
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