A segment-first paid social strategy on Meta that generated thousands of qualified leads — and kept more than 70% of booked appointments actually showing up.
Residential solar is one of the most saturated, expensive, and skeptical lead-gen categories in paid media. Homeowners are hit with the same recycled pitch — "go solar, save money" — from dozens of advertisers, while installers burn budget on cheap leads that never show up to the appointment.
SunPower needed more than volume. They needed qualified homeowners who understood whether solar even made sense for their home before a rep ever picked up the phone — so the sales team spent its time on real opportunities, not tire-kickers.
Instead of broadcasting one generic offer, I built dedicated campaigns around audiences with real, specific reasons to act — and gave each group messaging written for them. Then I added a qualification layer that protected lead quality without killing volume.
The result was a system that did two jobs at once: it filled the funnel and filtered it.
Built separate Meta campaigns for teachers, first responders, and veterans — communities with strong values, stability, and a genuine reason to invest in their homes. Each got creative and messaging tailored to its motivations rather than a one-size-fits-all solar ad.
Meta Paid SocialDesigned a short guided questionnaire that doubled as a qualifier and a customer-centric tool — helping homeowners understand whether their property was a good fit for solar while screening out unqualified traffic before it ever reached the sales team.
Lead Quality & CRORelentless creative testing to find what actually resonated with each segment — then reallocating spend hard behind the winners. Attention to detail at the offer and ad level kept cost-per-quality-lead efficient in a brutally competitive auction.
Creative TestingMost lead-gen funnels treat qualification as friction. This one flipped it — the quiz gave prospects clarity on whether solar was right for their home, so the people who reached the sales team were both better qualified and warmer. Higher lead quality and a better customer experience, from the same mechanism.
Across the program, the work drove over $2M in attributed revenue for SunPower and thousands of qualified leads from Meta paid social alone.
Critically, the leads converted to hundreds of booked appointments at a 70%+ show-up rate — a figure that's rare in residential solar, where no-shows routinely tank a campaign's true ROI. The segmentation brought the right people in; the quiz made sure they showed up ready to talk.
Through our program we generated over two million dollars in revenue and thousands of leads — a substantial impact on SunPower's business. What set Chris apart was a unique perspective on targeting audiences: groups I personally wanted to help — first responders, teachers, veterans — spoken to through campaigns built around their needs. He also created a customer quiz that made sure the people we ended up talking to were high-quality and qualified, while giving them clarity on whether they were a good fit for solar. His attention to detail stood out — he works hard to find what sticks and then doubles down on it. For any company looking to generate more demand, more leads, and more sales with someone genuinely collaborative who takes the time to understand your business goals, working with Chris is an excellent option.