About The Client

Sunlight Future is a Bristol-based solar installation company that has provided green energy across the South West for over 15 years.

The Problem

High click costs are common in the competitive solar industry, and within the available daily budget, the account’s capacity for both clicks and conversions was naturally capped. Sunlight Future’s account was running with CPCs of nearly £10 and a conversion rate of 2.20%, ultimately producing expensive leads. The goal was to stretch the same daily budget further – delivering more clicks, and more conversions, for every pound spent.

Solution

Up Digital identified an opportunity to create a more custom landing page experience by rolling out Dynamic Text Replacement (DTR) on the Unbounce page. DTR lets the page swap in different copy based on information passed through the URL – so the same landing page can present a different headline depending on which keyword triggered the ad.

For example, a search for ‘solar installers bristol’ produces an ad and a landing page that both read ‘Solar Installers Bristol’. The triple-match between search, ad, and landing page is a strong relevance signal, and Google rewards relevance with lower click costs.

Not every keyword reads cleanly as a standalone headline, so the ad account was restructured to support the DTR setup:

Headline-ready keywords were moved into dedicated ad groups with keyword parameters on the final URL
The remaining keywords – still valuable, but not headline-ready – were placed into separate ad groups with no URL parameter, so DTR finds nothing to swap in and the landing page shows a default headline
To ensure our lower bids didn’t simply shift spend onto Phrase-match keywords, we split activity into Exact and Phrase-match at a campaign level, allowing us to set much tighter caps on the more exploratory Phrase terms

Results

Comparing the first 10 weeks under the new structure against the equivalent ad spend beforehand:

Average CPC fell by 43%, allowing click volume to increase by 76%
Conversion volume increased by 400%
CPA fell by 80%