Greenway Solar

Building a Predictable Lead Generation System for an Irish Solar Company

Meta Advertising • Lead Generation • Creative Strategy • Content Production • Campaign Optimisation

The Overview

Greenway Solar partnered with Optic Media to build a consistent customer acquisition system capable of generating qualified enquiries from homeowners across Ireland.

With the average solar installation representing a significant purchase decision, the objective wasn’t simply to generate clicks or increase social media engagement. We needed to put Greenway Solar directly in front of homeowners actively considering solar and create a reliable pipeline of new sales opportunities.

Since launching the campaign, Optic Media has generated 356+ homeowner leads for Greenway Solar through Meta advertising.

The Challenge

Solar is an increasingly competitive market in Ireland.

Greenway Solar needed a way to consistently reach homeowners who were both interested in reducing their electricity costs and in a position to consider investing in a solar installation.

The campaign therefore had to achieve two things:

Generate enquiries at scale while also ensuring those enquiries were relevant enough for the Greenway Solar sales team to follow up.

Rather than relying on generic awareness advertising, we built the campaign around direct-response lead generation.

Our Approach

Performance-Focused Meta Advertising

We developed and managed a dedicated Meta lead-generation campaign targeting Irish homeowners.

Instead of relying on one advertisement or message, multiple creatives, hooks and offers were continuously tested to identify what generated the strongest response.

One of the strongest angles focused directly on a major customer pain point:

“Spending more than €150 on electricity?”

By leading with problems homeowners already recognised, the advertising could immediately communicate the potential value of switching to solar.

Continuous Creative Testing

The campaign tested a range of different messages including:

• Rising electricity costs

• Potential annual energy savings

• Solar performance in the Irish climate

• SEAI grant availability

• Home and roof suitability

• Customer testimonials and real installations

Performance data was then used to determine which messages and creatives deserved additional budget.

This allowed the campaign to evolve based on how real customers were responding rather than relying on assumptions.

Real Customer Content

Alongside designed advertising creatives, Optic Media produced on-site content with Greenway Solar customers.

Customer testimonials and footage from completed installations gave potential customers the opportunity to see real people who had already made the decision to install solar.

This content was then repurposed into advertising campaigns.

One testimonial montage generated 6 leads within its first 24 hours at a cost of just €4.25 per lead.

The Results

356+ Leads Generated

A consistent pipeline of homeowner enquiries generated through Meta.

€4.25 CPL on a Top-Performing Testimonial Creative

Real customer content became one of the campaign's strongest creative assets.

6 Leads Within 24 Hours

Generated by a single testimonial montage shortly after launch.

More Than Just Leads

The Greenway Solar campaign demonstrates the difference between simply running advertisements and building a customer acquisition system.

Creative concepts are tested.

Campaign data is analysed.

Winning messages are scaled.

Underperforming approaches are replaced.

And real customer content is continuously introduced to strengthen the advertising.

The result is a marketing system designed to consistently put Greenway Solar in front of homeowners actively considering solar - and turn that attention into genuine sales opportunities.

356+ Leads Generated for Greenway Solar & over 250k Revenue Returned

Looking for a more predictable way to generate new customers for your solar or home-service business?

Optic Media builds customer acquisition systems combining paid advertising, high-quality creative, on-site content and continuous campaign optimisation.

Let’s build your growth system.