Despite having many clients, our company typically uses generic creative and offers in each campaign to generate leads. However, this solar company had a unique model, and their campaign results started to tank, with opt-in rates of 3.85% and 5.65%.

After consulting with account managers, we discovered the client’s special offer: homeowners could purchase panels and designs directly from them, bypassing salespeople and saving thousands by either hiring their own installer or doing it themselves. Considering their target market in Texas, I wrote custom copy that highlighted the savings and targeted their ideal audience.

The results were staggering, boosting the opt-in rate by over 10%. The only change? The copy.