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Creating New Customers At Scale in the Solar Industry

Kuykendall Solar is one of California’s largest solar subcontractors building residential and commercial projects
Kickstart Your Growth
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Content Marketing
Paid Social
Web Development

The Results

ROI on Google Ads
CTR on Google Ads
ROI on Facebook Ads
Conversion rate on new website
Facebook Ad Frequency in 6/mo
APP created spike in new partnerships
After the first three months of the campaign, there was such a dramatic amount of potential business created that we asked Nettra to temporarily stop the campaign, allowing us to focus on our new potential clients. Since establishing this new way of creating clients, Nettra has continued to scale our growth in a very cost-efficient and predictable fashion. While I'm very pleased with their approach to growth, I'm equally impressed with how nimble and flexible they are which indicates their dedication to our success.
Elizabeth Kuykendall - Ceo of Kuykendall Solar
Elizabeth Kuykendall
CEO of Kuykendall Solar


Nettra adopted a very organic growth approach with this campaign focusing on their website, business partnership development, and digital marketing:

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Their current website was not designed in a way to build the confidence and trust of potential contractors.

Aim Challenges Icon

They needed to create an externally-facing program that made the onboarding process easy for solar contractors that hadn’t used a solar subcontractor before.

Aim Challenges Icon

With such niche targets, Nettra needed to develop an extremely focused (and cost-effective) marketing campaign that positioned Kuykendall as a leader in their industry, and that they were easy to work with.

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Solutions and Results

Target Icon
Target Icon

The majority of Kuykendall’s business came from well-established relationships so they had never focused their website to cater to prospective partners.

So Nettra created their Alliance Partnership Program (APP) that summarized all of Kuykendall’s expertise and more importantly, positioned working with Kuykendall as an established process that has been in place for years. A long web form at the bottom of the website helped to set the tone that they didn’t just accept any contractor into APP.

Kuykendall Solar Solution

From a digital ads perspective, how do you target people that aren’t searching for your service or product? This was a question we faced when planning the media strategy for Kuykendall Solar.

We initially focused on Google Ads but since less than 2% of the solar-related searches within California are searching specifically for solar subcontractors, we knew that Facebook would provide the majority of the lift.

So we began by making a list of all the national and regional solar companies. Then we used them as a targeting parameter within the Facebook Advertising platform.

In addition, we also targeted any project managers or directors that were currently employed by those companies.

Kuykendall Solar Solution

We then created a series of ads designed to educate the target audience about the benefits of working with Kuykendall Solar. The ads covered their experience, testimonials from customers, and even the testimonial of a city inspector.

We sequenced the ads to ensure that the target audience saw the ads 6-10 times before we launched the next ad creative.

Kuykendall Solar Solution

Within six months the target audience had seen all versions of the ad with an average frequency of eight times per ad, which led to the average person within the target audience being reached over 94 times in a six month period.

This campaign resulted in numerous contracts being signed that will produce millions of dollars in new solar projects, which is a 550%+ ROI.

Kuykendall Solar Solution

While the majority of the advertising campaign focused on Facebook, Google Search ads were deployed to capture the traffic that was specifically looking for a solar subcontractor.

Despite the conservative inventory of searches, the Google Ad campaign produced a 478% ROI.

Kuykendall Solar Solution

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"Nettra’s digital ad campaigns on Google, Facebook, and YouTube have resulted in hundreds of leads. They're also great at working with our co-op partners to leverage available marketing funds."
Tobbie Biglione
Tobbie Biglione
Avg. rank on Google for top keywords
CTR on Google Ads campaign
Avg. # of monthly Facebook ad impressions
Avg. monthly frequency rate with Facebook ads