Marketer, analyst, ex-CMO focused on the Google ecosystem (Ads, Merchant Center, GA4, GTM). Google Partner. 150+ projects, 100+ positive reviews on Freelancehunt, 12+ countries.
- I work directly, with no account managers or subcontractors
- I measure results in sales, not in-platform conversions
- Maximum expertise in the Google ecosystem — instead of “PPC, social ads and SEO, all in one”
Niche: Solar energy and electrical equipment
Directions: Lead generation (installation) + E-commerce (inverters, batteries, low-voltage products)
Cooperation: 1 year (and ongoing)
Tools: Google Ads · End-to-end analytics · CRM integration
Does Google Ads Work? A 2,400-Lead Case Proves It. Alternative Energy
About the client
A Ukrainian business selling solar and electrical equipment. Main directions: sale and installation of solar power stations, plus sales of inverters, batteries, voltage relays and portable power stations across Ukraine.
The situation before we started
The project came in May 2025 from a well-known agency. From day one we found a number of systemic problems:
- ❌ Incorrect tracking — lots of duplicates and fake requests
- ❌ Performance Max campaigns without a logical structure
- ❌ No end-to-end analytics — it was impossible to understand the real performance of the ads
- ❌ No connection between the ads and the CRM
- ❌ No way to compare with previous results — quality data simply did not exist
What we did
01 · Basic tracking
The first priority was to get conversion tracking working correctly. We removed duplicates, filtered out fake requests and built a reliable foundation for decision-making.
02 · End-to-end analytics
We connected CRM data with all ad channels: Facebook, TikTok, Google Ads and others. The result is convenient dashboards with the full picture:
- Performance of every ad campaign
- Lead quality by every traffic source
- Sales manager performance by ad channel (at the co-owner’s request)
03 · Reverse integration CRM → Google Ads
We set up data transfer from the CRM back to the Google Ads account. We send separately:
- ✅ Qualified leads + super-qualified ones (those who made a payment)
- ✅ B2B leads as a separate priority segment
Previously the system did not distinguish between B2B and B2C, so business campaigns brought ordinary consumers. After the integration, the algorithm learns from the right signals and the right audiences.
04 · Developing the ad campaigns
We run two directions in parallel: lead generation (solar station installation) and the online store (e-commerce). All campaign types are used:
| Campaign type | Role |
|---|---|
| Search | Hot demand |
| Standard Shopping | E-commerce sales |
| Performance Max | Automation + reach |
| Demand Gen | Building demand |
| YouTube | Top of the funnel |
Results
A comparison with the previous agency is impossible because there was no quality data before we came in. We show the results for the current measurable period.
Key metrics over 300 days
What the solar niche looks like in lead generation — B2B vs B2C, junk in the CRM and leads parked for later — in the statistical breakdown of 5,396 leads of a solar installation company.
Key takeaway
Optimizing ads on quality signals — not on duplicates, fakes and random requests — is the key to a successful project. Thanks to multichannel marketing and data transparency, the company owners understand how their marketing really works.
“A year together — and we keep improving the results.”
Where to find me
Message me on Telegram or by email — I respond quickly. Telegram channel and YouTube are for those who want to see real cases before reaching out and understand my approach.