Okay, so it’s no secret that we pioneered video ads on Instagram and Facebook for the solar industry. A lot of other agencies have followed too — fair play to them. They saw the results we were getting, the quality of leads we were generating for our clients, and they said, “We need a bit of that,” and followed suit, trying to play catch-up.

However, I want to be first on everything. I want to be known for being first on everything. I don’t want to be a one-trick pony that just brought video ads to the market and then decided, “Oh, you know, we did it. We did our bit. We’ll wait for someone else to do something else and then we’ll copy them.” No, no, no — not a chance.

So, we’re always testing new things. We’ve got Charlotte involved, who has 3–4 years’ experience as a performance creative specialist for companies worth billions — Myprotein, Audi… these are companies spending millions a month on advertising, and I’m pretty sure she can handle our Tesla Powerwall 3 ad.

Now, I want to talk about what I think is a new meta coming to Facebook and Instagram ads.

For those of you that don’t know: you can publicly view any company’s Facebook and Instagram ads on Meta Ads Library. And we’ve been noticing more and more recently that some agencies (not all by any means) are going onto our clients’ ads libraries and literally trying to rip off every single ad — without really understanding why it works. Then they try to force their clients to say a scripted passage rather than having it flow naturally. They’ll never get the same results, but nonetheless it’s a little bit annoying.

So I’ve decided, you know what? I’m just going to tell everyone exactly what we’re doing before we even do it — so we can at least lay claim to it. And if that client is working with one of these other agencies that are just ripping off our concepts, at least they know it came from us first — and that they could have had another month, two months, three months, six months of that strategy being unsaturated and new to the market if they’d just worked with us first.

So without further ado…

What we’re seeing now in our campaign results is that there are two types of video ads:

1. Ultra high production
   Which I think we’ve absolutely nailed. We’ve got some of the best videographers in the country, the best editors, etc. Ultra high production shows your business is established, you can afford that kind of service, you can present your work in that way. It makes the work look incredible — the sites, the hardware, the installs look unbelievable on camera.

2. Ultra low production
   And now I’m starting to lead with ultra low quality, ultra low production.

If you float somewhere in the middle — like going out to site with an iPhone and trying to replicate a videography feel — you’re in an awkward middle zone. It’s not particularly impressive from a production standpoint, and it’s not particularly authentic either, because it still looks like you tried to make it look really good.

But if you lean into it and go ultra low production, these ads are flying.

I haven’t seen something quite so profound in terms of a change or new development in quite some time.

These kinds of ads are absolutely cooking for Infinite Energy. They’ve had a £25 average cost per lead over the last two months running these. They were actually our first ever client, and what we like is they trusted us through the whole process and they’re open to experiment.

So when I said to Tom, “Do you fancy grabbing the iPhone, putting the selfie camera on, pointing at the panels and chatting away?” he was like, “Yeah, yeah, let’s do it.” And he smashed it on camera — £25 cost per lead for the last six weeks.

We launched with Eco Renewables Group — they’ve done over £160,000 in just over two weeks from our ads. And one of the ads performing incredibly well is a POV-style ad that’s getting them £11 leads through a multi-step, 10-question funnel. £11 cost per lead.

Fraser at Current Renewables has just launched a set of handheld video ads and they are flying as well in his EcoFlow campaign.

I think it’s funny because while everyone’s trying desperately to catch up to our production quality, we’re going the complete opposite direction. I’m like, “Fraser, grab the phone. Come on mate, go on…” — and they’re cooking. They do absolute bits. It’s crazy.

On a more serious note: there’s a moral here that’s really encouraging for smaller solar businesses.

We’re quite expensive to work with. We worked out recently — and to be honest, if you want to do it properly including ad spend, setup fee, retainers — you’re looking at about £20k over three months minimum engagement. It’s a little bit less than that, but minimum engagement.

A lot of businesses don’t have that — and that’s perfectly valid — but they want to start advertising.

Just do this.
Get your phone out, record a video talking through an installation, put it on Meta, and see what happens. Even with a lead form.

We kind of swear against lead forms and we use funnels, but funnels add complexity and variables. You can just use lead forms and see how you go — it’s quick and easy to set up on Meta.

The barrier to entry is so low. You can literally record a selfie video, edit it yourself on Instagram/Reels/CapCut (super easy on your phone), and just blast it. Put, you know, two grand of ad spend behind it over a month and see what happens.

No agency fee, no videography hire, no coordination — you can whip your phone out when you’re on site.

It’s pretty insane how well these are working.

And you can see: we’re still adding captions, some simple animations highlighting the kit — but it’s not crazy. We’ve deliberately not done “crazy editing” on these ads because we want it to feel more authentic and local. I think that’s why they’re working so well.

People watch it and think, “Ah — he’s literally on site. He’s just got his phone out.” It feels super authentic — like you’re having a FaceTime call. It’s really nice.

Like you’ve just called up the installer and they’re going, “Oh yeah, yeah — here’s the Duros Energy battery, 5.12 kilowatt-hours… pretty cool because it charges and discharges at the same rate… 1C charge rate…” It’s so natural. And it resonates.

So yeah — try it out.

Secondary point: if you want to work with someone that’s always leading the way, not taking much notice of what anyone else is doing, and you want to be one of the clients that gets stuff first…

Advertising solar and batteries on Meta is competitive. I wouldn’t say saturated because people are still getting incredible results (like Eco Renewables Group), but it definitely is competitive.

So if you want to be the one that gets to rinse the strategies first — with the expertise to back it up — and you want to do stuff yourself, try new things, test things…

…then you should probably work with us.

Unfortunately, because other people have caught on to how we do business and how we try to lead the way, we do have a wait list until January 2026 — and even that is starting to fill up. So if you want to be part of that group, book a call now and reserve your spot.

And also: we’re doing a mastermind full of stuff like this. It’s on 28th November 2025 in Manchester. Free access for any client — anyone that signs up before the 28th can come.

We’ll break down tons of cool stuff that’s way cooler than this — which I’m super excited about.

So yeah — hopefully that’s useful, and enjoy the results from this if you do deploy it, whether you’re an agency or an individual.