Meta Ads · Google Ads · Appointment Automation
SunWave Solar: From Referral-Only to $148K/Month in Digital Revenue
How ModFX Media built a dual-channel Meta + Google acquisition system with AI-powered pre-qualification to grow SunWave's annual revenue run rate from $1.2M to $2.9M in six months.
8 → 62
Qualified Leads / Month
$83
Cost Per Qualified Lead
22%
Close Rate on Digital Leads
$2.9M
Annual Revenue Run Rate
A solar company stuck at $1.2M on referrals alone scaled to a $2.9M annual run rate after ModFX built a qualification-first acquisition system that delivers 62 vetted homeowner leads per month — at $83 each.
Industry
Residential Solar Installation
Location
Orange County & Inland Empire, CA
Timeline
First 6 Months
Services
Meta Ads, Google Ads, Landing Pages, Automation
The Challenge
SunWave Solar had grown to $1.2M in annual revenue almost entirely through door-to-door sales and referrals. The owner wanted to break into digital lead generation — but had already been burned by two previous agencies that flooded the inbox with low-quality leads: tire kickers, renters, and homeowners outside their service area.
The real challenge wasn't generating leads. It was generating qualified leads — homeowners who own their property, have a suitable roof, pay a meaningful electric bill, and are actively considering solar. Generic “free quote” ads attract freebie seekers. SunWave needed a system built to filter first and sell second.
Burned by two previous agencies delivering unqualified, low-intent leads
Leads included renters, out-of-area prospects, and price shoppers
"Free quote" ad strategy attracting freebie seekers, not serious buyers
No digital pipeline — 100% of revenue dependent on door-to-door and referrals
No CRM, no follow-up system, no speed-to-lead process
The Solution
ModFX Media built a dual-channel acquisition system engineered around qualification — so only serious, eligible homeowners ever reached a closer.
Meta Ads — Multi-Step Pre-Qualification Funnel
Instead of a standard lead form, we built a multi-step flow asking about homeownership status, roof age, average monthly electric bill, and purchase timeline. This filtered out renters, unsuitable properties, and low-intent browsers before a lead was ever created.
Google Ads — High-Intent + City-Specific Pages
Targeted commercial and residential solar installation keywords on Google and built city-specific landing pages for every service area in Orange County and the Inland Empire. Each page featured local installation photos and zip-code-level social proof.
GoHighLevel Pipeline & Automation
All leads from both channels fed into a custom GoHighLevel pipeline with stage-by-stage tracking, automated SMS follow-up sequences, and team assignment rules based on service area.
Owner Video Sequence
New leads received an automated email and SMS containing a short pre-recorded video from the owner explaining the solar process, setting expectations, and building trust before the first sales call — dramatically improving appointment show rates.
AI-Powered Qualification Chatbot
An AI chatbot handled initial lead qualification conversations, asked follow-up questions, answered common objections, and only escalated to a human closer once a lead met all criteria. This eliminated 80% of unqualified contact attempts from the team's plate.
The Results (6 Months)
| Metric | Before ModFX | After ModFX | Change |
|---|---|---|---|
| Qualified Leads / Month | 8 (referrals only) | 62 | +675% |
| Cost Per Qualified Lead | N/A (referral-based) | $83 | Baseline set |
| Close Rate on Digital LeadsIndustry avg: 8–12% | N/A | 22% | 2x Industry Avg |
| Monthly Revenue (digital) | $0 | $148,000 | Net New Channel |
| Annual Revenue Run Rate | $1.2M | $2.9M | +142% |
* Industry average close rate on digital solar leads: 8–12%
Qualified Leads / Month
Before
8 (referrals only)
After
62
Cost Per Qualified Lead
Before
N/A (referral-based)
After
$83
Close Rate on Digital LeadsIndustry avg: 8–12%
Before
N/A
After
22%
Monthly Revenue (digital)
Before
$0
After
$148,000
Annual Revenue Run Rate
Before
$1.2M
After
$2.9M
+675%
Qualified Leads/Mo
8 referrals → 62 digital
22%
Digital Close Rate
vs. 8–12% industry avg
$2.9M
Revenue Run Rate
up from $1.2M
“Justin and the ModFX team understood that solar leads need to be qualified before they hit our inbox. The pre-qualification system they built filters out 80% of the junk before we ever make a call. Our closers love it.”
Tired of paying for leads that never convert?
Whether you're in solar, home services, or any high-ticket industry — the qualification-first system we built for SunWave can work for your business. Let's map out your lead gen and automation strategy.
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