A Malta-based renewable energy company achieved 1.2M PPC impressions with a 4.5% CTR and a 9.5% landing page conversion rate: using a multi-channel strategy combining PPC, a 4-stage Meta campaign, SEO content, and optimised landing pages.
The Client
Electrofix is a Malta-based company offering renewable energy solutions. When they came to me, their challenge was a common one for technical B2C products: awareness was low, the sales cycle was longer than most categories, and their existing digital presence was not generating consistent leads.
The Challenge
Renewable energy is not an impulse purchase. Buyers research extensively before making a decision. The challenge was building a digital presence that captured demand at every stage of that research journey, from first awareness through to an enquiry or purchase.
What I Built
1. Highly Targeted PPC Campaigns with A/B Testing
I built PPC campaigns targeting high-intent search terms around solar panels, heat pumps, and energy efficiency. A/B testing was run across ad copy and landing page variants to identify the highest-converting combinations before scaling spend.
2. A 4-Stage Meta Campaign
I ran a Meta campaign structured across awareness, consideration, conversion, and loyalty. At each stage the creative format and message changed to match where the buyer was in their decision process. This is what makes the difference between a Meta campaign that burns budget and one that compounds results.
3. Landing Page Optimisation
I optimised the landing pages with clear CTAs, trust signals, and message match from the ads. When the ad says one thing and the landing page says another, conversion rates collapse. Keeping the message consistent throughout the funnel is non-negotiable.
4. SEO-Optimised Content
I created blog posts and infographics covering the most common questions buyers ask when researching renewable energy. This built organic traffic that supported the paid campaigns and gave the brand a credibility asset that lasts beyond the campaign period.
5. Audience Segmentation and Retargeting
I applied audience segmentation to ensure the right message reached the right person at the right stage. Visitors who did not convert on the first visit were retargeted with specific messaging addressing common objections around cost, installation, and ROI.
The Results
- PPC: 1.2M impressions, 4.5% CTR
- Meta Campaign: 900K impressions, 3.8% CTR
- Landing Pages: 6.2% CTR, 9.5% conversion rate
- Organic Content: 400K impressions, 3.1% conversion rate
- Increased brand awareness and consistent lead flow across channels
What Made the Difference
The 9.5% landing page conversion rate is the number I am most proud of here. The industry average for home improvement and energy products is 2–4%. Getting to 9.5% required tight message match between ad and landing page, clear trust signals (certifications, testimonials, guarantees), and a CTA that matched where the buyer was in their thinking. That does not happen by accident. It comes from testing and iteration.
Interested in what a multi-channel strategy could do for your lead generation? Book a free strategy call.
Frequently Asked Questions
What is a good CTR for Google PPC ads?
Average CTR across Google Search ads is typically 3–5%. For a technical category like renewable energy, a 4.5% CTR indicates strong relevance between the search term, ad copy, and landing page. Getting above 4% usually requires tight keyword grouping and highly specific ad copy.
What is a good landing page conversion rate for lead generation?
For home improvement and energy categories, a good conversion rate is 3–5%. A 9.5% conversion rate is well above benchmark and is achieved through clear message match, strong trust signals, and a friction-free CTA. Most landing pages I audit have at least 3 conversion killers that can be fixed quickly.
How does retargeting improve lead generation campaigns?
Retargeting recaptures visitors who showed intent but did not convert. For a high-consideration product like renewable energy, most buyers need 3–5 touchpoints before they enquire. Retargeting ensures you stay visible through that decision process instead of losing the lead after the first click.
How long does it take to see results from a multi-channel digital strategy?
PPC and paid social results typically appear within 2–4 weeks as campaigns optimise. SEO content builds over 3–6 months. The combination means you get short-term lead flow from paid while organic authority grows in parallel.
