How Solahart doubled lead form submissions by fixing what it measured

Solahart wanted more high-end solar and Powerwall customers, but its ad platforms were optimising towards noisy, poorly defined conversions. We rebuilt measurement so each enquiry type was tracked separately and platforms optimised towards genuine lead submissions. In September 2023, compared with the previous period, lead form submissions rose 109% and total tracked conversions rose 70%, while Paid Search delivered 40% more conversions from 38% fewer sessions.

The Challenge

Loud Signals, Weak Leads

Solahart is an Australian solar brand, established in Western Australia in 1953, offering solar hot water, solar power and home battery systems, including Tesla Powerwall. It serves homeowners who want to lower their energy costs and gain more independence from the grid, with a long-standing reputation for durable, Australian-designed systems built for local conditions.

Solahart wanted to reach high-end customers ready to invest in solar and battery storage. Its Meta and Google Ads campaigns were generating plenty of activity, but the quality of that activity was the problem.

Legacy conversion tracking grouped very different actions together. Platforms were rewarded for anything that looked like an enquiry, so their algorithms chased volume rather than genuine intent. Lead quality only became visible after the fact, once the sales team had already spent time on poor-fit prospects.

Solahart needed a clear, trustworthy view of which enquiries actually mattered, so budget could follow real Solar Intenders rather than platform noise.

The Approach

Measure What Matters First

We started with symptoms, not channels. Before touching bids or creative, we asked a simpler question: what does a valuable Solahart customer actually do before they enquire?

Define the signal: A calculator interaction and a completed lead form are different moments of intent, so we treated them differently.
Give platforms one clear goal: Algorithms optimise towards whatever they are told matters. We made genuine lead submissions the primary goal and moved everything else to observation only.
Separate product intent: Solar and Powerwall buyers have different needs and different value. Tracking them separately showed where waste was hiding.
Let evidence move budget: With cleaner data, spend could be concentrated on the campaigns and ads producing real enquiries.

Conversion Architecture

We established a new primary Google Ads conversion action for all form submissions. The legacy lead form action was kept as secondary, preserving history without distorting optimisation.

Enquiry & Meeting Tracking

Each enquiry path was tracked individually, including short forms, micro-pages, offer and make-specific forms, the savings calculator and the 303 and 650 calculator lead forms. This showed exactly which journeys produced genuine Solar and Powerwall enquiries.

Calendly bookings were tracked in GA4 as a distinct, higher-intent outcome, giving the team a view beyond the form.

Budget Concentration

With waste now visible, budget was concentrated on the better-performing ads and away from activity that generated clicks without enquiries.

More activity isn't the same as more demand. Once Solahart's platforms were told what a genuine enquiry looked like, they stopped chasing clicks and started finding customers.

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Paid Media Team

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Performance Strategy

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Intender

Platform Capabilities

The Results

Less Noise, More Enquiries

In September 2023, compared with the previous period, GA4 recorded 291 lead form submissions (up 109%) and 310 total tracked conversions (up 70%) across all channels.

109%

increase in lead form submissions

40%

more Paid Search conversions from 38% fewer sessions

70%

increase in tracked conversions

Additional outcomes

Fewer clicks, better intent: Paid Search showed the clearest efficiency gain. Sessions fell 38%, yet conversions rose 40% and engagement rate rose 11% to 60.6%. Fewer people clicked, but far more of those who did were ready to act.
Demand beyond paid: Organic Social contributed the largest share of conversions (up 273%), and Calendly meetings booked rose 12%.

By defining what a real enquiry looks like, Solahart gave its platforms a clearer target and its team a more trustworthy view of demand. The result is a leaner, better-directed paid programme and a measurement foundation that makes every future budget decision easier to justify.

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