Executive summary
In 2024, a leading UK solar installer generated roughly £3.4m in revenue from a £1.8m lead spend, but hit a quality ceiling relying largely on generalist suppliers. In 2025, the business consolidated supply with Adfluential, lifting its share from 33% to 85%.
The result: with only a £600k increase in lead spend, revenue scaled to £10.1m+ through stronger intent filtering, better creative funnels, and dependable volume.
The challenge
The “aggregator trap”
The client spent £1.8m annually but saw diminishing returns from the generalist lead farms that still supplied the majority of its volume.
- Data problem: competitor leads were “blind”. No intent signal meant a low £8,270 average transaction value.
- Scale problem: conversion held at 0.8%. Sales teams burned time on low-intent enquiries.
The Adfluential solution
Data, creative, and scale
To break the £10m barrier, the client shifted 85% of its lead budget to Adfluential.
- Proprietary data: energy-independence intent filtering lifted average transaction value to £10,550.
- Creative tools: interactive funnels replaced generic forms, pushing conversion to 1.4%.
- Mass scale: the Momentum platform enabled a 33% spend increase without diluting quality.
Financial transformation
| Metric | 2024 baseline | 2025 Adfluential focus | Growth |
|---|---|---|---|
| Annual lead spend | £1,800,000 | £2,400,000 | +£600k investment |
| Realised revenue | £3,402,400 | £10,128,000* | +£6.7m revenue |
| Return on ad spend | 1.89x | 4.22x | 123% increase |
| Supply share | 33% Adfluential | 85% Adfluential | Consolidated |
*Revenue figures are modelled on constant market CPL to illustrate efficiency gains.