How a solar installation company built a scalable lead generation system across paid search and SEO.

1 · Context

Solar installation company in Alberta aiming to multiply weekly lead volume without overwhelming the business.

• Industry: Solar and home services
• Business type: Multi-office installation company
• Situation: Lead targets needed to move from 20 per week to 100 per week

2 · The Constraint

Lead volume had to scale fast, but the operating model and internal resources were still relatively tight.

3 · What Was Breaking The System

• The team was growing quickly but still had limited available bandwidth
• Campaign refinement had to happen at high pace to protect proposal quality
• Lead generation could not rely on paid search alone over time
• The system needed to support both immediate volume and future efficiency

4 · Levers Used

• Paid search: launched highly targeted ads around installation intent
• Keyword strategy: focused on people actively searching for solar panel installation
• SEO: built a longer-term organic layer to reduce media dependence
• Operational refinement: adapted campaigns to the team’s capacity and pace of learning

5 · Result

• +400% organic leads within six months
• 4,606 leads generated since December 2023
• 109 leads per week on average

6 · System Impact

Lead generation became both larger and more sustainable.

• The business exceeded its original weekly lead target
• Organic demand reduced future pressure on paid media spend
• The system scaled with business reality instead of outrunning it