Cyanergy

Cyanergy sells and installs solar panels, batteries and LED lighting for Australian homeowners. I led paid lead generation and SEO for the brand through Sales Manager Pty Ltd.

Before I started, Google Ads had spent A$5,644.27 for just 10 conversions: A$559.09 each. The website had almost no organic traffic.

Within weeks cost per conversion fell to A$91.46. HubSpot closed-loop reporting tied ads to deals. Organic traffic grew from 69 to 5,304 visits a month.

Solar is a high-consideration, high-ticket purchase shaped by state rebates, with long sales cycles.

Leads go to a sales team, so the goal was qualified enquiries at a sustainable cost, tracked in HubSpot from ad click to deal.

• A Google Ads account producing very few leads at a very high cost (A$5,644.27 for 10 conversions).
• Negligible organic visibility: 69 estimated visits a month (Ahrefs, 9 Apr 2020), DR 23, 244 keywords.
• No joined-up attribution between ads, forms and the sales pipeline; lead quality was hard to measure.
• Strong competition from national solar retailers and comparison sites.

• Google Ads rebuild. New Search campaigns by state and intent (cost, rebate and product themes), display remarketing, tighter negative keyword lists and landing pages built around rebates and product guides. Landing-page testing.
• Bidding. Moved proven campaigns to conversion-based bidding (Maximise Conversions) once tracking was reliable.
• Lead magnets. eBook and rebate-guide funnels, with a performance-tracking sheet for each.
• HubSpot. Onboarded the team and connected ad accounts to HubSpot contacts and deals for first-form attribution.
• Facebook lead campaigns by state (NSW, VIC), alongside social content calendars.
• SEO. Audit and technical fixes; a content programme of solar-panel and inverter buying guides, reviews and “best of” guides; guest-post link building; a monthly content calendar.

How I solved it: Start with competitor intelligence, then rebuild paid and inbound around measurable leads.

• I pulled every licensed Australian solar retailer I could find, then used SpyFu, iSpionage and Semrush to see who advertised, what titles and landing-page copy they used, and which offers converted.
• From that research I rebuilt Search around cost, rebate and product themes with matching landing pages, instead of spending more on the old structure that cost A$559 per conversion.
• I ran HubSpot inbound (attract → convert → close): lead-magnet guides, closed-loop attribution from ads to contacts and deals, remarketing “marketing trap” sequences, and a content-led SEO programme on buying guides and reviews.

• Owned paid search, paid social and SEO strategy and execution for the account.
• Account audit, campaign rebuild and ongoing optimisation.
• HubSpot onboarding, attribution and ads reporting.
• Keyword research, content briefs and on-page SEO.
• Monthly reporting to the agency and the client.

Paid acquisition

Organic growth