Project overview
In late 2025, Melbourne Energy Group (MEG) partnered with Marks Consultancy to lead a pivotal transition. The objective was clear: evolve from a specialised solar construction provider into a full-service Engineering, Procurement, and Construction (EPC) leader for Australia’s commercial and industrial sectors. This partnership focused on two critical pillars: Strategic Business Transformation and Dominant SEM & Content Marketing.
We collaborated with a local startup to enhance their digital footprint and boost user engagement.
Client
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Melbourne Energy Group
Our impact areas
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Strategic Transformation & Growth Program
Our work
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Web Development, Digital Marketing, STRATEGIC Consulting
The Challenge
Strategic Consulting
MEG possessed deep technical expertise but operated within a fragmented construction model that limited its reach in high-value, large-scale commercial tenders. To achieve this and lift EPC margins, a complete structural overhaul was required.
Our Strategic Solution
01
Strategic Planning
We worked directly with the business owners to develop a vision and strategic plan to drive a significant directional change within the business,
02
Operational Re-Engineering
We implemented a qualification model, shifting focus from low-value leads to high-yield “Tier 1” sectors.
03
CRM End-to-End Integration
Marks Consultancy redesigned MEG’s CRM to bridge the gap between sales and project delivery. Advised on BI dashboards to assist the leadership team in using business data to make strategic decisions.
04
Recurring Revenue Strategy
Developed a recurring revenue strategy beyond the initial install.
05
Industry Introductions
We used our industry contacts to assist Melbourne Energy Group in developing key commercial relationships.
The Challenge
SEM Marketing & Content Strategy
To attract Tier-1 commercial clients, MEG needed to move past basic “solar” keywords and establish authority in specialized B2B segments. The goal was to transform expensive PPC traffic into consistent, high-intent leads.
Our Marketing Solution
01
Precision SEM Management
We shifted the PPC strategy to a VIC-only, commercial-intent focus, excluding Search Partners and low-income demographics to reach B2B decision-makers.
02
Conversion Rate Optimization (CRO)
We identified that a high “Search Impression Share” (often over 70%) wasn’t converting due to landing page friction. We launched a new landing page and sitewide CTAs, achieving a breakthrough 10%+ conversion rate in September 2025.
03
The "Human-First" Content Engine
We established a cadence of 5 technical blogs per month and weekly LinkedIn publishing for directors to build trust with Aged Care and industrial stakeholders.
04
Multi-Channel Nurturing
Launched Demand Gen and Remarketing campaigns utilising gated content like the Commercial Solar Buyer’s Guide to capture early-stage prospects.
Marketing Outcomes
01
Efficiency Gains
Average CPCs were optimized through strict bid caps and negative keyword management, reducing waste from residential searchers.
02
Quality Traffic
Over 75% of non-brand search impressions now hold the “Absolute Top” position, outperforming competitors like Cyanergy and Sharp Energy for critical terms like “commercial solar installers Melbourne”.
03
Brand Growth
Search volume for “Melbourne Energy Group” increased by 53% during the initial rollout, validating the success of the digital brand presence.
Other Client Wins
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