A Perth solar installer was invisible on YouTube while competitors spent millions on TV. We launched a YouTube Ads campaign that delivered 280% more inbound calls at 1/10th the cost of TV.
The Challenge
Perth’s solar market is dominated by large installers with TV advertising budgets. Our client — a quality-focused 8-person solar installation company — couldn’t compete for TV awareness, but also knew that Google Search alone wasn’t enough to build the brand recognition needed to compete for high-value residential installations.
Why YouTube?
We recommended YouTube Ads for three reasons:
- Perth has the highest solar penetration of any Australian capital — audience education was less important than trust and differentiation
- YouTube pre-roll CPMs in Perth were $6–$9 vs $800–$1,500 for equivalent TV reach
- Their competitor’s TV ads were unskippable 30-second spots — YouTube’s 5-second skip option actually works in favour of brands with compelling creative
Creative Strategy
We created 4 video assets:
- “Savings Calculator” (45 seconds): Shows Perth homeowners exactly how much they’d save. Opens with Perth electricity bill → calculator → savings revealed. CTR: 4.2%
- Customer Testimonial (60 seconds): Real Perth homeowner talking about their actual savings after 12 months
- Installer Profile (30 seconds): Showing the team, CEC accreditation and real installations
- Bumper (6 seconds): “Perth’s trusted solar installer. Free quote. Call today.”
Targeting Strategy
- Perth metro homeowners only (excluded renters via interest targeting)
- Custom intent audiences: people searching solar-related terms in last 30 days
- In-market for home improvement
- Retargeting: website visitors + YouTube channel viewers
Results at 6 Months
- Inbound Calls: +280%
- Monthly Installations: From 18 to 67
- Brand Search Queries: +450% (people Googling the company name after seeing YouTube ads)
- Average System Size: $28,400 (attracted better quality customers)
- Cost Per Qualified Lead: $87 vs $340 from Google Search alone
- Total Ad Spend: $4,200/month
See our YouTube Ads services: YouTube Ads Perth · Google Ads Perth
Industry: Solar Energy | Location: Perth, WA | Channel: YouTube Ads | Result: 280% inbound call increase