Citadel Roofing & Solar
Outcomes
74.7%
Increase in YOY click-through-rate
48%
Increase in YOY in qualified leads
$10.2
Return per dollar spent
Project Name:
Search advertising and lead generation optimization
Client:
Citadel
Our Role:
Increasing conversion rates, and scaling growth
Revitalized Search Ads: 2024 #1 California Solar + Storage Installer
Solar has never been more popular or competitive. In July 2024, Solar Power World announced Citadel as 2024’s #1 California solar + storage provider by Kilowats installed. We’re thrilled to be a part of this achievement!
The Need
Citadel needed high-quality leads that were reliably sourced from paid search efforts. They didn’t need impressions or visibility. They needed leads that would turn into appointments and sales. Citadel didn’t want to rely on 3rd-party lead providers, and it didn’t want the sales team to filter through low-quality form submissions.
The Process
Working with Google Ads and Bing, the Digi Publicis team focused on growing what worked and cutting what didn’t. Working hand-in-hand with the Citadel team, Digi Publicis identified precisely which ad paths were driving tangible results and which weren’t. The goals for each campaign were focused only on those conversion events that moved the needle.
Year Over Year Outcomes
Cost per Click Down 24.7%
Are you paying for clicks that aren’t delivering results? We reduced the account’s average cost per click by 24.7% by eliminating low-performing keywords.
Click through Rate Up 74.7%
You don’t want your ads to just “show up.” You want them to appear in front of the right people at the right time. We identify and support what was working with new variations, A/B testing, budget adjustments, and more.
Qualified Leads Up 62%
Please note that we didn’t put leads here. Citadel didn’t need leads—it needed qualified home and business owners ready for solar. Only after a Citadel salesperson confirmed their solar eligibility were new contacts considered qualified. Plus, we’ve accounted for changes in budget year over year. With ad spend equalized and DIGI PUBLICIS at the helm, qualified leads were up 62% year over year.