Case study of an Australian renewable energy provider
Marks Consultancy is using targeted Google Ads to reach people searching for commercial and industrial renewable energy solutions (Solar, BESS and EV Charging).
3×
Quarterly digital conversions, year on year
−43.3%
Advertising cost per conversion
125
Leads, responses and connected calls
Quarterly digital conversions tripled year on year, while advertising cost per conversion fell 43.3%.
01 · Evidence of lead generation
Enquiries the sales team can trace.
| Recorded result | Result | Reporting period |
|---|---|---|
| Lead-form submissions | Jun 2025 to Sep 2026 | |
| Responses to a lead-generation resource | Jun 2025 to Sep 2026 | |
| Connected phone calls | Jun 2025 to Sep 2026 | |
| Campaign pipeline value shown in CRM | Client data supplied, September 2026 |
Google Ads media spend across June 2025 to September 2026 was A$39,053.36, with an average media cost of A$361.61 per digital conversion.
02 · Average deal values
What each opportunity is worth.
Across all active opportunities, including unvalued deals
A$30,849.82
Deal count 48
Across opportunities in negotiation with a $ value
A$61,699.64
Deal count 24
50% of deals have a value recorded. Rounded, that is A$30,850 across all opportunities and A$61,700 per valued opportunity.
03 · Year on year performance
Three times the conversions, at a lower cost.
Digital conversions
200%higher
Ad cost per digital conversion
43.3%lower
Google Ads media spend
70.1%higher
Recent momentum · vs Apr to Jun 2026
+50%
Digital conversions
−27.7%
Cost per conversion
+8.5%
Advertising spend
Compared with April to June 2026, the latest quarter delivered 50% more digital conversions and a 27.7% lower cost per conversion, on 8.5% more advertising spend.
04 · Campaign pipeline in the CRM
$1.48M in the pipeline.
The CRM snapshot supplied on 30 September 2026 shows A$1,480,791.40 in campaign pipeline across negotiation and longer-term deals.
Negotiation stage
$1,301,428.30
Long-term deals
$179,363.10
Total displayed campaign pipeline
$1,480,791.40
05 · Strategy
The strategy behind the results.
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Target searches that indicate commercial demand
We focused on terms such as “commercial solar system” and “business solar”, supported by separate brand and non-brand campaigns. Search-term reviews and exclusions kept targeting relevant. The report records contact-form leads from these commercial search terms.
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Concentrate the budget on Google Search
We prioritised Search spending, limited broader activity and turned off the Search Partners network. We tested bidding strategies and applied bidding designed to maximise conversions. The account finished the latest quarter with 30 digital conversions at A$323.16 each in media costs.
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Improve the page where prospects enquire
We built a new landing page and tested it alongside the existing page. The new page began generating conversions and performed better in the early comparison. Lead-generation content also captured interest, recording 24 responses across the campaign reporting period.
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Restore visibility in relevant searches
70% Search impression share
We resolved an advertising policy issue and adjusted bidding. Late in the quarter, the non-brand campaign reached a reported Search impression share of 70.38%. At that reading, ads received about 70% of the impressions they were eligible to receive.
