Solar. From Normal Client to $50K/Day Machine

Solar provider with a working but modest operation. Closing deals, but nowhere near the scale implied by their market opportunity.

Lead gen was inconsistent across regions. Some markets worked, others stalled, and the client could not tell if issues were creative, targeting, or sales process.

Standardized the offer and qualification criteria, then rebuilt campaigns around geography, intent signals, and installer capacity. Installed tracking that tied ad spend to installs and revenue rather than just form fills, and used that data to aggressively scale winners and prune underperformers.

• Facebook Ads
• Google Ads
• Region-specific campaigns
• CRM and revenue attribution

Scaled from "normal" daily performance to roughly $50K/day in managed ad spend at peak. Absorbing that budget took a structure built for it: ad accounts split by region, campaigns split by area and cohort, every test running at the ad-set level, and tracking that tied spend to installs rather than form fills. The investor behind the account funded it against a standing condition rather than a fixed budget, which was that solar leads stayed under $25.

Turned solar from a hopeful growth story into a machine with levers: budget, region, and offer. Leadership could decide where to push and where to pause, and which markets justified further expansion. The spend is its own credential: an investor kept funding the account at that scale, and that is a harder signal to fake than a revenue screenshot. When a single ad account froze for a few hours, leads dropped far enough that the investor was on the client the same day, which is what it looks like when the machine is load-bearing. The financing behind the account eventually ran out, and daily spend settled back into the $10K to $15K range.

High-ticket local plays demand ruthless alignment between geography, offer, and sales capacity. You can't scale what ops can't catch.