From 12 enquiries a month to 220.

Where the ad spend was going

Fusion Electrical and Solar PV install solar across Ireland. The work was good. Getting anyone new in the door was the problem.

Nearly everything came from word of mouth. There was a Google Ads budget going out every month on top of that, and ten or twelve enquiries coming back in a good month. Which bit of the spend was doing the work, nobody knew. Nothing was being tracked.

The website was not helping. Stock photos instead of their own installs. No obvious next step for anyone who landed on it. On a phone it was a mess. Social was thin and there were hardly any Google reviews.

There was no CRM behind any of it. No record of who had been in touch or what happened to them after. So the money went out every month and nobody could see where it landed.

What we built

We rebuilt the website to do one thing, turn a visitor into an enquiry. Photos of their own installs went up, a clear next step went on every page and it was built to work on a phone first.

A CRM went in behind it. Every enquiry gets logged and followed through the pipeline, so for the first time there was a number to look at.

Then we ran the ads properly. Google, Facebook and Instagram, A/B testing the ads and the offers against each other until the winners pulled ahead. We got out on site for content shoots too, so they had a library of their own jobs and their own lads rather than stock.

When the volume started climbing we put in an AI appointment setter, because speed to lead was everything. It contacts the enquiry, qualifies it and books the call with a rep in under five minutes. It chases the ones who go quiet too.

We also ran email marketing across their database to bring in Google reviews and keep past customers warm.

What changed

Enquiries went from ten or twelve a month to over a hundred inside a few months. By the end of the first year they were taking more than 220.

Seven out of ten of those book a call with a rep and around three in ten go on to buy. So the volume went up and the quality came with it, which means the team is not burning its day on people who were never going to buy.

Every enquiry is logged now. Fusion can see how many came in, where from and what happened to them, so the ad spend is a decision instead of a guess.

The Google reviews tripled as well, from around 50 to over 200, off the back of the email marketing. That lifts the ads and builds trust before anyone picks up the phone.

And the follow-up runs whether anyone is at a desk or not. A new enquiry is contacted, qualified and booked in under five minutes, so no lead goes cold waiting for someone to remember to ring back.

The work did not stop there. Kakion still runs Fusion's lead generation, so the pipeline keeps filling rather than being a one-off push.

• Every enquiry logged and followed through the pipeline, whatever channel it came from.
• Ads and offers A/B tested against each other, so the budget goes to what actually converts.
• Every new enquiry contacted, qualified and a call booked in under five minutes.
• Google reviews tripled from around 50 to over 200 through email marketing to the database.
• A library of their own installs and their own team, instead of stock photography.