Media Planning & Buying, Graphic Design
Solstice connects communities to shared solar gardens to provide affordable clean energy for all.
Solstice came to Ignite wanting to brighten the day with search, display and social ads.
Split Renter vs. Owner Google targeting
Split all campaigns by zip code for a more personalized feel
Maximized-clicks-bidding for non-branded search campaigns
Split retargeting campaigns based on analytics
Wanting to maintain strict CPA targets, Ignite's team of media experts got to work identifying gaps in Solstice's current strategy, along with new ideas to implement. Due to low brand awareness, we set up programmatic display ads and search ads with a maximized-clicks-bidding strategy, boosting non-branded search campaigns, and increasing CTR from .01% to 3.4%, impressions by 8X and website traffic by 200%+.
We then implemented retargeting campaigns based on consumer insights to drive maximized conversions. Ignite split the retargeting efforts by zip code to provide a more personalized feel to the ad messaging, as well as split all targeting between "renters" and "homeowners", as these targets would require specific messaging to increase engagement with Solstice. These retargeting efforts increased ROAS from 54% to 235% and overall ROI increased 11X.
While Solstice maintained good conversion metrics with their current Facebook ads, Ignite was able to identify gaps in the strategy by aligning their audiences within Google Analytics to their Facebook account. This, along with updates to messaging, drove 250% ROAS (compared to 82% historically) and decreased CPA by 41%.
Google Ads ROAS
Google Ads ROI increase
increase in website traffic
increase in Facebook ROAS
decrease in Facebook CPA