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Why Meta ads should nurture solar leads, not just generate them
This one’s for sales directors.
You’ve got leads coming in.
The team is busy.
Deals are closing.
And yet — follow-up is slipping.
Not because your team is lazy, but because they’re doing the right thing: prioritising deals that close now over ones that might close in three or six months.
This video explains how Meta ads solve that problem.
Not by generating more leads — but by nurturing the ones you already have, at scale, without relying on constant one-to-one follow-ups.
Especially on the commercial side, Meta ads aren’t just a lead source.
They’re a background nurturing engine that quietly improves close rates, brand recall, and pipeline velocity.
If you’re still judging success purely on cost per lead, you’re missing most of the value.
For context, this video was originally recorded on 11 January 2025, views & strategies may have changed since.
Featuring
Video transcript
You are a residential or commercial solar sales director. You’ve just started working with us, the leads are flying in, and you’re dead happy. Two months pass, your sales team are busy, they’re closing deals, but you’re starting to get annoyed. Your sales team aren’t effectively following up with the leads you’ve generated.
And how could they? They’ve got more deals than they know what to do with. They’re focusing on the ones that are closing tomorrow instead of the ones that might close in six weeks to six months’ time.
But what if I told you there was a way you could reach those prospects and keep them warm with minimal spend, without actually ever sending anything to them directly?
That’s what online advertising can achieve for you.
Most people look at Meta ads purely as a lead generation channel. I’m here to tell you that, especially on the commercial side, Meta ads are a nurturing activity.
Picture this. You’ve got a commercial lead that’s been generated. They’re talking about plans for Q2 or Q3. One of your sales reps needs to keep track of that lead and follow up every week or two to keep them warm and moving through the process.
But instead, every time that decision-maker goes home, puts the TV on, and starts scrolling Facebook, they see you and your business. Not just your logo, but someone from within your business. Someone on camera. Someone showing personality. Someone showing case studies, results, and transformations you’ve delivered for other clients.
They see that on a one-to-many basis.
That means you don’t need to send them perfectly tailored, individual follow-ups that take five to fifteen minutes every time. You create the content once, put some spend behind it, and it runs. And it runs effectively for a long time. You optimise it over time, you introduce new creatives, but every improvement you make increases the nurturing effect of your entire pipeline, not just one prospect.
That’s how you should start to think about Meta ads.
It’s not solely lead generation. Yes, you can get fantastic leads, especially on the residential side and on the commercial side too. But you cannot look at cost per lead in isolation, because it doesn’t reflect the full story.
Plenty of times we’ll launch Meta ads for a client who previously had one enquiry a month through their website. As soon as we launch the ads, even though we can’t directly track it, they suddenly start getting five or ten inbound calls. And they say, “This is crazy. Where is this coming from?”
And the answer is simple. It’s probably the Meta ads. It’s probably the fact that you’re now being shown to tens or hundreds of thousands of people every month. For most of our clients spending two to three thousand pounds a month, that’s around 200,000 impressions.
Especially for commercial solar businesses, where sales cycles are long, you cannot judge success purely on cost per lead. It doesn’t show the impact on your close rate. It doesn’t show how leads progress through your pipeline. It doesn’t show how much less time your sales team has to spend chasing lower-priority prospects.
And overall, it doesn’t reflect the true impact advertising is having on your business.
So if you’re a solar company that’s willing to look beyond cost per lead, that actually cares about sales and about how much money you make over the course of 2025, rather than just the next eight days, then you should get in touch with us. We’ll put together the strategy and show you exactly what to expect from it.
Have a lovely weekend, and I’ll see you in the next one.
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